广告英语教程笔记

广告英语教程TIPS：广英旳课文不需要去背诵，但一定要熟悉和理解！有关名词解释类旳一定要背！Unit1ThedimensionsofAdvertising1.Definitionofadvertising:Advertisingisanyofvariousmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname,andit’saslousedbyorganizationsandindividualstocommunicateanidea,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.So,simplywecandefineadvertisingasaprocessofnon-personalcommunication,processofpublicrelations,aneconomicandsocialprocessofinformationandpersuasionprocess.2.TheaimofAdvertising:It’susuallydesignedtowinconsumersthroughpersuasion,orpromoteproductswhichincludegoods,servicesandideas.3.Twobasictypesofadvertising:InformativeadvertisingandPersuasiveadvertising.4.Targetaudiencereferstothepeoplewhomostsuitedtotheproductwhichcanbedividedintodifferentpartsrangingfromwealthyprofessionalstostudents,theretired,andtheunemployed.5.Marketresearchisimportantbecauseitcanmeasurethesuccessoftheadvertisingandit’sanecessarypreparationforthedesignofadvertisements.6.Feedbackistheresponsefromtheconsumerthatcouldverifywhetherthemessagewasreceivedandunderstood.7.Sourcedimensions:(1)Sponsor:peoplewhopaysfortheads.(2)Designer:whodesignstheadvertisement(3)Spokesperson:whogivesvoiceandappearsintheadtoconveythemessagetotheaudience.8.Messagedimensions:(1)Autobiographicalmessages:arethoseof“I”tellastoryto“you”(2)Narrativemessage:athirdpersontellsastoryaboutotherstoanimaginedaudience.(3)Drama:charactersactouteventsdirectlyinfrontofanimaginedaudience.9.Receiverdimensions:(1)Impliedconsumers:particulargroupsofpeopleimaginedbytheadvertiserstobetheaudiencesofaparticularad.(2)Sponsorialconsumers:peoplewhodecidestheadwillberunornot.(3)Actualconsumers:peoplewhoreallywatchtheadintherealworld.Understand:1.WhyAdvertisingisanon-personalcommunication?Becauseit’sdirectedtogroupsofpeopleinsteadofindividuals.2.Notalladvertisementsareaimedatallpeople.WHY?Advertisementsmustappealtoatargetaudiencewhomostsuitedtotheirproduct.3.Onthecontrary,advertisingcanbealsoseenasahindrancetoperfectcompetition.4.WHY?Itattemptstomakedistinctionsbetweensimilarproducts.Theadvertisingcommunicationprocess:Theprocessstartswhenoneparty(thesource)encodesathoughttoamessageandsendsitthroughsomechanneltoanotherparty(thereceiver),thereceiverdecodethemessagetounderstanditandthenrespondshisfeedback.Unit2TheevolutionofAdvertising1.Theancientperiod:Mostmessageswereactuallydeliveredbycrierswhostoodonstreetconrnersshoutingthewaresofthesponsor.Informationratherthanpersuationwastheobjectiveoftheearlycommercialmessage.2.Theageofprint:Beganwiththeinventionoftheprintingpress.Theinventionofmoveabletypemovedsocietytowardmasscommunication.Theearlyprintadincludedposters,handbillsandclassifiedadinnewspapers,messagesweresimpleandinformative.3.Theformativeyears:Agencieshadtakenontheroleofconvincingmanufacturerstoadvertisetheirproducts.Adshadassumedamorecompleteinformationalrole.4.Modernadvertising:AdvertisingindustryhadbecomeamajorforceinmarketingandhadachievedasignificantlevelofrespectandesteemUnderstand:1.“Soft-sell”advertising:Suchadvertisementwhichuseaseriesofsoftwaytopersuadeconsumersbycreatingimagesthroughaslowaccumulationofpositivemessages.2.“Hard-sell”advertising:Suchadvertisementwhichpromotingitsproductbydirectway.3.Whydoesadvertisingdevelopsorapidlyinmodernsociety?Advertisingwasspawnedbyamarket-drivensystemandgrewthroughself-interestincapitalistic,freeenterprisemarketeconomics.Efficientmethodsofproductionmadeadvertisingessentialasademandsimulationtool.4.Urbanization,transportationexpansion,andcommunicationsadvancementsallfacilitatedtheuseandgrowthofadvertising.5.Whendidmodernadvertisingreallybegin?Why?Inthe1880s,becausetheoutputincreasedandthecostsdecreasedbythenewmethodsofmanufacturingandthedevelopmentoftransportation,manufacturersandthesellersneededtopromotetheirproductsandgoodsbetterfortheaimofprofitability.6.What’sthesituationoftheAmericanmarketingsystemandadvertisingbeforeandafter1880s?Before1880stheAmericanmarketingsystemhadbeencharacterizedbyanintricatesetofwholesalers,jobbersandretailers,andthewholesalerwasking;After1800s,manufacturerscouldpackagetheirproducts,brandandadvertise,nationaladvertisersbegantoprovideservicesforthemwhichcouldmaketheirstandardsofconducthigherthanbefore.7.Throughmostofthenineteenthcenturywhatconsumerproductwasadvertisedmostwidely?8.Patentmedicines.Theadvertisementwasoftenextravagantlyfalseclaims,butthecompaniesalwaysdependeduponrepeat-purchasebehaviorandthusuponbuildingabondoftrustwiththeconsumer,sotheyeschewtheblatantfalsehoodsmadebypurveyors.Unit3Advertising&Marketingprocess1.Themartketingmixapproachisonemodelofcraftingandimplementingmarketingstrategies.2.Marketingmix:acombinationoffactorsthatcanbecontrolledbyacompanytoinfluenceconsumerstopurchaseitsproducts.3.Thetargetmarket:Atargetmarketisthemarketsegmentwhichaparticularproductismarketedto.It’softendefinedbyage,genderand/orsocio-economicgrouping.4.TheimportanceofMarketing:(1)Abusinessisgenerallydoomedtofailureifitdoesnotlookattheproductthroughtheeyesoftheconsumer.(2)Asuccessfulmarketingdependsuponasalablepricewhichtherightconsumerwouldbewillingtobuyandtherightmarketplacewheretheconsumercanbuyit,andagoodadvertisementtoconvinceconsumertobuyit.(3)Manyworkisrequiredfortheplanning,development,andtheimplementationofanoverallmarketingprogram,beforedesigninganyformofadvertising.5.Questionsformarketerstoconsiderconcerningthemarketingmix?(4P’s)(1)Product:Whethertheproductsatisfytheconsumer’sneedsandalsobecompetitivewhencomparingwithotherproducts.(2)Price:Whetherthepriceofproductiscompetitivesothatconsumerwouldbewillingtobuy.(3)Place:Whethertheproductiswellsoldintherightplaceswhichisconvenientforconsumertoseeandtobuy.(4)Promotion:Whetherthecompetitivebenefitofproductiswellpersuasivelycommunicatedtotherightconsumer.6.Thetworequirementsfortheproduct,ortheinadequateproductwillsooncometoandemiseevenwithaneffectiveadvertising,andthegreatestadvertisingplanwillabsolutelyfail:(1)theproductmustofferacompetitivebenefitatapricetheconsumeriswillingtopay;(2)theproductisindistribution.7.Goodmarketingisalwaysthebasisforgoodadvertising,Understand:1.The4P’slookatmarketingfromtheperspectiveofthemarketer.2.The4C’s:convertingProductinto“customersolution”,convertingPriceinto“costtotheconsumer”,convertingPlaceinto“convenience”,convertingPromotioninto“communication”.TheseC’sreflectamoreclient-orientedmarketingphilosophyandprovideusefulreminders.Anditalsoprovidesahandyframeworkformarketinganalysis.3.Whymarketingtextsstilltendtouse4P’stodescribetheelementsofthemixinsteadof4C’s?The4C’sreflectaclient-orientedphilosophybutthemarketingmixistooproduct-oriented,andthe4C’sarealsonotsomemorableasthe4P’s.4.Bordendevisedamodelwith12decisionvariables:planning,pricing,branding,channelsofdistribution,personalselling,advertising,promotions,packaging,display,servicing,physicalhandling,factfinding.5.AlbertFrayclassifiedthemarketingvariablesinto2categories:theofferingandtheprocessvariables.The“offering”consistoftheproduct,service,packaging,brand,andprice.The“process”or“method”variablesincludedadvertising,promotion,salespromotion,personalselling,publicity,distributionchannels,marketingresearch,strategyformation,andnewproductdevelopment.6.Themarketingmixmodelisoftenexpandedtoincludesub-mixes,forexamplethepromotionvariablecanbefurtherdecomposedintoapromotionalmix.Andwithinthepromotionalmixadvertisingcanbefurtherbrokendownintoan“advertisingmediamix”.Thinking:1.Smallisbetterwhenselectingsegmentstotargetinmarketingstrategies,WHY?Myanswer:AccordingtotheprincipleofMarketSegmentation,selectingasmalltargetmarketwillbetterandeasierfittheconsumersandsatisfytheirneedsbysellingproductsthroughoutaparticularway.2.Advertisingstrategiesarefollowedbymarketingstrategies,WHY?Myanswer:Becausethegoodmarketingstrategiesisalwaysthebasisforgoodadvertisingstrategiesbylayingasolidfoundationfortheformationofadvertisingstrategies,effectiveadvertisingstrategiescanonlycomefromeffectivemarketingstrategies.3.Thepositioningstrategyadoptedforabrandwouldneedtobesupportedbyallotherelementsofthemarketingmix.WHY?Myanswer:Becausetheprogresswhichcouldonlyleadanewbrandtosuccessalwaysdependsuponeveryaspectofthemarketingmixsuchasproductplanning,channelofselling,advertisingandpromotion.Unit4Marketingcommunicationtools1.Thecommunicationmixisamarketingcommunicationtool.2.Personalcommunicationincludespersonalcontactwithcustomers,whichmaybeletters,memos,personalinterviews,telephoneconversationsandemail.3.Non-personalCommunicationusesomemediumasanintermediaryforcommunicating,including:Advertising,DirectMarketing,PublicRelations,CollateralMaterials,SalesPromotion.4.Advertisingissometimescalledmasssellingornon-personalselling.Itsusualpurposeistoinform,persuadeandremindcustomersaboutparticularproductsandservices.5.Advertisingworksbestwithdifferentiatedproducts,anditdoesn’tworkefficientlyforundifferentiatedproductslikerawmaterialsandcommodities.6.Anadvertising’ssuccessisbasedupon:\(1)Highprimarydemandtrend.(2)Chanceforsignificantproductdifferentiation,(3)Hiddenqualitieshighlyimportanttoconsumers,(4)Opportunitytousestrongemotionalappeals,(5)Substantialbudgetstospportadvertising.7.DirectMarketingreferstothesellingprocessthatisliketakingthestoretotheconsumer,itbuildsandmaintainsitsowndatabaseofconsumersandusesavarietyofmediatocommunicatewiththoseconsumers.Andit’swell-suitedtohighly-targetedmarketingefforts.8.Telemarketingisadierectmarketingtechniquewhichperson-to-personphonecontactmakesthesale.TelemarketingisacomponentofDirectMarketing.9.DirectMarketinghasfourdistinctivecharacteristics:Nonpublic,immediate,customized,interactive.10.PublicRelationsareusedtoinformvariousaudiencesaboutthecompanyanditsproductsandbuildcorporatecredibilityandimage.Publicity(newsreleases,mediaadvertisements,featurestories)andspecialevents(openhouses,factorytours,grandopenings)forinstance.11.CollateralMaterialsincludebooklets,catalogs,brochures,films,salekits,annualreports.12.ThefunctionofSalepromotion:itsupplementsthebasicmechanismsofthemarketingmixbystimulatingchannelmembersorprospectivecunstomerstosomeimmediate,overtbehaviorinashortperiodoftime.Tradedeals,freesamples,displays,contests,sweepstakes,cent-offcouponsforinstance.Understand:1.ThedifferencebetweenAdvertisingandPublicity:AdvertisingisneverinstitutionalandPublicityisusuallyinstitutionalincharacter.2.Salespromotionisdefinedasadirectinducementwhichoffersanextravalueorincentivefortheproducttothesalesforcedistributorsortoultimateconsumer,anditsprimaryobjectiveistocreateanimmediatesale.3.Relationshipmarketingrequiressharinginformation,workingtowardthesamegoal,mutualtrust,cost-effectivelinkbetweencustomerandsalesperson.4.Theproductlifecycleincludesfivecourses:Pre-Introduction:Lightadvertising,pre-introductionpublicity;Introduction:Heavyuseofadvertising,publicrelationsforawareness,salespromotionfortrial;Growth:Advertising,publicrelations,brandingandbrandmarketing,personalsellingfordistribution;Maturity:Advertisingdecreases,salespromotion,personalselling,reminderandpersuation;Decline:Advertisingandpublicrelationsdecrease,limitedsalespromotion,personalsellingfordistribution.Theproductlifecyclecanbeunderstoodasanewproductprogressesthroughasequenceofstagesfromintroductiontogrowth,maturity,anddecline.Thissequenceisknownastheproductlifecycleandisassociatedwithchangesinthemarketingsituation,thusimpactingthemarketingstrategyandthemarketingmix.Thinking:1.Marketingcommunicationisasystematicrelationshipbetweenabusinessanditsmarket.2.Thereare12differentcommunicationtoolsavailabletothemarketerintotal:Personalselling,Advertising,Salespromotion,Directmartketing,Publicrelations,Sponsorship,Exhibitions,Packaging,Point-of-sale,Merchandising,TheInternet,Wordofmouthandcorporateidentity.Andthesecommunicationtoolsconsitutethemarketingcommunicationmix.3.What’stheusesoftheWebwhileregardedasacommunicationtool?Itwasmainlyusedtoinformthemarket,todemonstrateproducts,andtoprovideonlinematerialtothecustomers.Unit5IntergratedmarketingcommunicationsDisscussion:1.IntergratedMarketingCommunicationsisbothaconceptandaprocess.2.Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.3.Databasemarketingisamarketingstrategyusedbycollectingdataofconsumer’sbehaviorandshoppingpatternsasadatastorageforthemarketingactivities.4.Themarketingmixisthecontrollableelementsofproduct,promotion,price,andplacewhichareusedtofacilitateexchangeinamarketplace.5.ThecentralthemeoftheconceptofIntegratedMarketingCommunicationsisthatallofanorganization’smarketingandpromotionalelementsandactivitiescommunicatewithitscustomers.6.TherearetwotypesofmarketingplanningmodelstodaywhichareTop-downMarketingPlanningModel,Bottom-upMarketingPlanningModel.(UnderstandthedifferencebetweenTop-downandBottom-upMarketingPlanningModel.)7TheIMCapproachistointegratethevariouscommunicationfunctionsinastrategicway.8.Top-downMarketingPlanningModelhasfourmainelementswhicharesituationanalysis,marketingobjectives,marketingstrategy,andmarketingtactics(oractionprograms).ThetranditionalTop-downMarketingPlanisthemostcommonplanningformat.9.Bottom-upMarketingPlanningModelhasthreemainelementswhicharemarketingtactics,marketingstrategy,andmarketingresult.Bottom-upMarketingPlanisusedforsmallcompaniestoenableentrepreneurstofinduniquetacticstoexpliot.(Acomparisonusethetacticsasthenailwhilethestrategyisusedasthehammer)10.IMCPlanningperceivesalltheactionsofacompanyascommunications.Text:1.WhyistheIMCapproachwelcomedbymostmarketers?Themostfundamentalreasonisthatmarketersarerecognizingthevalueofstrategicallyintegratingthevariouscommunicationfunctionsratherthanhavingthemoperateautonomously.2.ThemovementtowardIMCisalsobeingdrivenbychangesinwayscompaniesmarkettheirproductsandservices.3.There’saongoingrevolutionthatischangingtherulesofmarketingandtheroleoftranditonalmediaadvertising.Thisrevolutionincludes:1.Ashiftingofmarketingdollarsfrommediaadvretisingtootherformsofpromotion;2.Amovementawayfromrelyingonadvertising-focusedapproachestosolvecommunicationproblems;3.Ashiftinmarketplacepowerfrommanufacturerstoretailers;4.Therapidgrowthofdatabasemarketing;5.Thedemandforgreateraccountabilityfromadvertisingagenciesandthewaytheyarecompensated;6.TherapidgrowthoftheInternet.4.WhyisthegrowthoftheIMClikelytocontinue?It’sbeingdrivenbyfundamentalchangesinthewaycompaniesmarkettheirprodcutsandservicesresultingfromtherevolution,moreovermanymarketersandadvertisingagenciesrecognizetheimportanceoftakinganIMCapproachandarebecomingadvocatesofintegration.Andthemovetointergratedmarketingcommunicationsalsoreflectsanadapationbymarketerstoachangingenvironment,particularlywithrespecttoconsumers,technologyandmedia.5.Whatchangesareoccuringamongconsumers?Respecttomediauseandpatternsofbuyingandshopping.6.What’sthenewwayscreatedtoreachconsumers?Thecontinuedfragmentationofmediamarkets,therapidgrowthofinteractivemedia,andtheonlineservices.7.ThoughIMChasitscriticsandmayundergosomechanges,thetranditionalsystemthatadvertisinginmassmediadomininatesandadvertisingandotherformsofpromotionfunctionautonomously.Understand1.Advertisersorclientsarethekeyparticipants,theyultimatelypaythebillandhavethefinalsayregardingapprovaloftheproposedpromotionalprograms.2.Theadvertisingagencyisanexternalorganizationspecializinginthecreation,productionandplacementofthecommunicationsmessages,andsomeadditionalservicesdesignedtofacilitatethemarketingeffort.3.Mediaorganizationsprovidetheadvertiserwithachannelfortheircommunications,whichmayincludeprint,broadcast,outdoor,etc.,andattempttoprovidetheadvertiserwiththeproperenvironmentforthemessage.4.Marketingcommunicationspecialistorganizationsprovideservicesinspecificareasofmarketingcommunications,whichmayincludedirectresponseagencies,salespromotionagencies,publicrelationsfirmsandinteractiveagencies.5.Collateralservicesparticipantsarethosewhoprovideawiderangeofsupportservicesincludingmarketingresearch,packagedesignfirms,consultants,Unit6Advertisingresearch1.Advertisingresearchcanprovideadvertisingagencywithimformationaboutwhatproductimagewouldbemostcredibletoconsumers.2.Advertiserusepre-testingtoincreasetheprobabilityofpreparingthemosteffectiveadvertisingmessagesbydetectingandeliminatingflawsandgapsinmessagecontent.3.Marketingresearchisusedtoidentifyconsumerneeds,developnewproducts,evaluatepricinglevels,assessdistributionmethods,andtesttheeffectivenessofvariouspromotionalstrategies.4.Thefunctionorimportanceofresearch:(1)Itprovidesthefactualfoundationformakingintelligentmarketingandadvertisingplans.(2)Bothstrategymakersandadvertisersuseavarietyofresearchtechniquestopreparethemselvesfortheirtask.(3)Theyaslouseresearchtoteststrategiesanddifferentversionsofaconceptorapproach.(4)Aftertheadcampaignhasrun,researchisusedtoevaluateitssuccess.5.Strategicresearchcommonlyincludefouraspects:marketplace,consumer,corporate,productresearch.6.Twoimportanttypesofmarketingresearch:MarketresearchisusedtogatherimformationaboutaspecificmarketandConsumerresearchfocusonhowconsumersthink,feel,decideandbehave.7.Intelligenceaboutconsumersisderivedfromtwodifferenttypesofresearch:Qualitativestudies(tounderstandhowandwhypeoplethinkandbehaveastheydo,conveyedinwords,suchasIn-depthintervies,Focusgroup)andQuantitativestudies(amassamountofnumericaldatasuchasexposurestoads,purchasesandothermarketing-relatedevents,expressedinnumbers,suchasSurveyresearch,Contentanalysis,Experimentalresearch)Unit7Consumerbehavior1.Consumersarepeoplewhobuyoruseproductsthatcouldbeactuallydevidedintotwotypes:thosewhoshopforandpurchasetheproduct,andthosewhoactuallyusetheproduct.2.What’sConsumerbehavior?It’sdefinedas“Thoseactsofindividualsdirectlyinvolvedinobtainingandusingeconomicgoodsandservices,includingthedecisionprocessthatprecedesanddeterminestheseacts”.3.Thefactsthatinfluencetheconsumerdecision-makingprocessinclude:Evaluationofalternatives,Motivation,Familyandsociety,Timeandplace.4.Thefactorsthatinfluenceconsumerbehavior/decisioncanbedevidedintotwoaspects:Externalenvironment(Culture,Subculture,Socialclass,Socialgroup,Family)andInternalstates(Perception,Learning,Motivation,Personality,Life-style,Attitudes).5.Externalenvironmentimpactonthemannerofconsumersindecisionprocessinthemarketplace.Theseinfluencescanbeclassifiedasculturalandsocial:(1)Culturalinfluences:Includethoseofalargesocietyorsubcultures.(2)ThedefinitionofCulture.Cultureisdefinedasacomplexoftangibleitemsplusintangibleconceptsthatdefineagroupofpeopleorawayoflife,whicharelearnedandpasseddownfromonegenerationtothenext.(3)Normsaretheboundariesthatcultureestablishesforbehavior,whicharesimplerulesthatweknowintuitivelyandthatspecifyorprohibitcertainbehaviors.(4)Socialinfluences:Thebehaviorpatternsproducedbyindividuals’beliefsandvaluestendtovarydependingonthesocialstructurewithiwhichtheyoperate.Socialstructuresareinfluencedbysocialclassandsocialgroups,includingfamily.6.Internalstates:Themotivesorneedsareinternalforcesthatpromptbehaviortowardsolutions.(1)Biologicalneedsarebasicconditionsnecessarytothemaintenanceoflifeandthenormalprocessesofhealthygrowthandreproduction.(2)Psychogenicneedsarelessobjectlydescribedaspersonalsecurity,self-confidence,groupstatus,andprestige.(3)Motivesareinnerstatesthatenergize,activatemoveanddirectbehaviortowardgoals.Motivesalwaysaffectbehaviorwhileneedsdonothaveto.7.Thevalueforadvertisertostudyconsumerbehavior:itwillenablethemtofindouttheirtargetgroupsandunderstandtheconsumerbehaviorofthesegroupsinthemarketplace.8.Msslow’sHierarchyofNeeds:physiologicalneeds,safetyneeds,belongingnessandloveneeds,esteemneeds,needforself-actualization.Maslowstressesthatalowerneedmustbesatisfiedbeforethenexthigherneedcanfullyemerge,howerver,eachlowerneeddoesnothavetobefullysatisfiedforthenexthigherneedtoemerge.9.Socialmotivestheory:Itbelievesthatthebasisforanindividual’smotivationstemsfromhissocialenvironment.Unit8Advertisingstrategy&planning1.Advertisingisbothanartandascience,whatdoestheartcomefromandwhatdoesthesciencecomefrom?Theartcomesfromwriting,designingandproducingexcitingmessages.Thesciencecomoesfromstrategicthinking.2.Whatarethethreelevelsinadvertisingplanning?(1)CorporateAdvertisingPlan:it’sdevelopedannuallyandmaybeapartoftheoverallmarketingplan.(2)CampaignPlan:it’susedtodirectanadcampaignandsummarizestheunderlyingstrategyforthismajoreffort.(3)CreativePlatform:italsomaybedevelopedonaone-timebasisforanindividualad.3.Amarketingplandescribeshowalltheelements,4P’s,shouldbeemployedtomaximizetheimpactofthetotaleffort.4.Anadvertisingplanmatchestherightaudiencetotherightmessageandpresentsitintherightmediumtoreachthataudience.5.Anadvertisingstrategyreferstothedevelopmentofaplanforpersuativecommunication.6.The80-20rulehelpsexplainhowandwhyplannerstargettheirmarketastightlyaspossible:Inmanyproductcategories,20percentoftheconsumersbuy80percentoftheproduct,andthegoaloftargetingistozeroinonthat20percent.7.Sevenstrategicdecisionsareparticularlyimportanttoadvertisingbecausetheyguidethedevelopmentofboththecreativeandthemediaplans:(1)Theproblemtobesolvedbytheadvertisingmessage.(2)Thecommunicationopportunitiesavailabletoturntheproblem.(3)Thecommunicationobjectivestobeaccomplished.(4)Theaudiencegrouptobetargeted.(5)Thecompetitiveproductadvantage.(6)Theproduct’spersonality.(7)Theavailablepositioninthemarketplace.Unit9Creativestrategy1.Thefunctionofanadvertisingmessageistocommunicateinformationaboutacompany’sproductorservice,tomotivateacunsumertotakeaction,toshapeconsumers,desiresandgoals,tocreatimagesthatcanpositionabrandintheconsumer’smind.2.TheCreativeStragegyStatementisessentiallyanextensionandelaborationofabrand’smarketingstrategyprinciplesintothebrand’sadvertisingorcreativearea.3.Thecreativestrategyisusedasaguideinthedevelopmentofadvertisingandasabenchmarkofevaluatingadvertising.4.Creativestrategyshouldbethoughtofaslong-termstrategybecauseoneofthepurposesofthisstatementistogivecontinuitytotheadvertisingprogramoveraperiodoftime.5.Fourkindsofideaswillordinarilyappearinacreativestrategy:(1)Aconcisestatementoftheprincipalbenefitofferedbytheproduct;(2)Astatementoftheprincipalcharacteristicoftheproductwhichmakesitpossibletoclaimthisbenefit,thatisthereasonwhythisbenefitexistsandhasmeaningtothetargetgroup.(3)Astatementofthecharacterorpersonalitywhichistobebuiltfortheproductandwhichwillbereflectedinthemood,tone,andoverallatmosphereoftheadvertising.(4)Astatementofwhattheproductisandhowtouseit.6.Thecreativedevelopmentendexecutionoftheadvertisingmessageareacrucialpartofafirm’sIMCprogramandarethekeytothesuccessofamarketingcampaign.7．Creativityinadvertisingisaprocessofseveralstages,includingpreparation,incubation,illumination,verification,andrevision.8.Animportantpartofcreativestrategyisdeterminingthemajorsellingideathatwillbecomethecentralthemeofthecampaign.Unit10Advertisingexecution1.Demonstrationisanadvertisingexecutionapproachdesignedtoillustratekeyadvantagesoffeaturesofaproductbyshowingitinactualuse.2.Advertisingexecutionreferstotheformofcompletingadvertisement.TheprocessisthatafterthesellingremiseagreeeduponandtheBIGIDEAhasbeendeveloped,thenitmustbetranslatedintoanad.3.What’ssyntax?It’stheharmoniousarrangementofthesequeceofthesymbolssuchasthewords,pictures,andsoundsofthemessage.4.AdvertisingPyramidisamodelforsettingadvertisingobjectivesbasedonhowpeop