商务广告（英文版）网络版辅导用书+答案王燕希ISBN9787811342468商务广告（英文版）辅导用书

商务广告（英文版）辅导用书

新世界商务英语系列教材

NewWorldBusinessEnglish

主编王燕希

副主编戚永翎

编者邱炜魏大伟戚永翎王燕希

商务广告

（英文版）辅导用书对外经济贸易大学出版社

“新世界商务英语系列教材”编委会

总顾问

陈准民（对外经济贸易大学）

编委会主任委员（按姓氏笔划为序）

丁衡祁（对外经济贸易大学）

王立非（对外经济贸易大学）

王关富（对外经济贸易大学）

车丽娟（东北财经大学）

郭孝煜（上海对外贸易学院）

陈洁（上海对外贸易学院）

沈素萍（对外经济贸易大学）

陈振东（上海财经大学）

宫桓刚（东北财经大学）

郭桂杭（广东外语外贸大学）

“新世界商务英语系列教材（本科）”编委会

编委会委员（按姓氏笔划为序）

丁衡祁丁崇文王立非王关富

王燕希江春邢建玉沈素萍

陈小全陈延军杨伶俐张海森

张翠萍李月菊李丽俞利军

郭桂杭常玉田窦卫霖出版说明出版说明

“新世界商务英语系列教材”是对外经济贸易大学出版社与对外经济贸易大学、东北财经大

学、广东外语外贸大学、上海财经大学、上海对外贸易学院等院校联手推出的一套面向不同

层次、涵盖不同模块的商务英语系列立体化教材。

本套教材面向三个层次：研究生、本科和高职高专。研究生层次的商务英语适用于全国

各高等院校商务英语方向以及财经类专业的硕士研究生。整体思路贯彻《研究生英语教学大

纲》和《考试大纲》，适应全国研究生英语教学发展的新要求。本套全国高等院校研究生商务

英语系列教材由阅读教程、翻译教程、写作教程、听说教程以及配套多媒体课件组成。

本科层次的商务英语教材适用于全国各高等院校英语专业的商务英语方向和国际贸易、

国际经济、国际工商管理等商科专业的学生。

高职高专层次的商务英语教材按照教学模式设置，包括语言技能教材和商务谈判、国际

贸易实务、外贸英文制单、商务礼仪等商务知识核心教材

针对本科层次商务英语教学模式和课程设置，商务英语方血的教材涵盖下述三大模块：

语言技能、混合模块（语言技能+专业知识）、商务专业知识：

第一：语言技能

高级商务英语听说

商务翻译（英译汉）

商务翻译（汉译英）

国际经贸文章选读

商务英语阅读

商务英语写作

实用经贸英语口语

商务英语口译

商务英语综合教程

英语商务信函写作

第二：语言技能+专业知识

人力资源管理专业英语

国际商法专业英语

国际贸易专业英语

金融专业英语

饭店管理专业英语

国际经济合作专业英语

工商管理专业英语

证券专业英语

银行专业英语

国际经济专业英语

国际营销专业英语

海关专业英语

国际投资专业英语

旅游管理专业英语

第三：商务专业知识

跨文化商务交流

商务广告（英文版）

进出口实务与操作（英文版）

国际商务礼仪

经济学导论（英文版）

上述的每套子系列教材都自成体系，合在一起又形成有机的整体。本套教材不是封闭的,

而是随着教学模式、课程设置和课时的变化，不断推出新的教材对外经济贸易大学出版社

旨在广泛调动社会智力资源，与时俱进、推陈出新，整合出一套不断更新、日趋完整的商务

英语系列教材，以实现我们为广大读者提供服务的口号：“读经贸图书，做国际儒商"（Get

versedineconomicandcommercialsubjects,andsucceedintheinternationalbusiness

arena）o

编撰者们不仅具有丰富的语言教学经验，而且具备商务活动的实践经验，或者曾任驻外

商务领事，或者获得工商管理、经济学等商科专业的硕士、博士学位。他们集教学经验和专

业背景于一身，这是本套商务英语系列教材编撰质量的有力保证。

对外经济贸易大学出版社2008年1月Contents

第一部分课文练习答案

ChapterITheDimensionsofAdvertising(l)

Chapter2HistoryofAdvertising(5)

Chapter3TheScopeofAdvertising(9)

Chapter4AnalyzingtheCommunicationProcess(12)

Chapter5BuyingDecisionProcess(15)

Chapter6Research:GatheringInformationforAdvertisingPlanning(18)

Chapter7CreativityandAdvertising(21)

Chapter8ArtandCopy(23)

Chapter9ProducingAdsforPrint,Electronic,andDigitalMedia(28)

ChapterlOMediaCharacteristics(32)

Chapter1ITheInternetandInteractiveMedia(37)

Chapter12MediaPlanning(41)

Chapter13SalesPromotion(45)

Chapter14PublicRelations(49)

Chapter15PersonalSelling(52)

Chapter16SupportMedia,POPAdvertising,andEventSponsorship(56)

第二部分补充阅读

Chapter17Marketing&IMCPlanning(61)

Chapter18TheEconomicImpactofAdvertising(83)

Chapter19TheSocialandCulturalImpactofAdvertising(106)

Chapter20TheEthicalandLegalAspectsofAdvertising(133)

第三部分补充阅读练习答案

Chapter17Marketing&IMCPlanning(164)

Chapter18TheEconomicImpactofAdvertising(167)

Chapter19TheSocialandCulturalImpactofAdvertising(170)

Chapter20TheEthicalandLegalAspectsofAdvertising(173)

第一部分课文练习答案商务广告(英文版)辅导用书ChapterITheDimensionsof

Advertising

6.1ReviewQuestions

(1)Advertisingisthepaid,nonpersonalpromotionofacause,idea,product,

orservicebyanidentifiedsponsorattemptingtoinformorpersuadeaparticular

targetaudience.

(2)Ithassixelements:1)itispaidcommunication,2)thatisnonpersonal,

3)fromanidentifiedsponsor,4)usingmassmedia,5)topersuadeorinfluence,and

6)toreachalargeaudience.

(3)Commercialadvertisingmediacanincludewallpaintings,billboards,street

furniturecomponents,printedflyersandrackcards,radio,cinemaandtelevision

ads,webbanners,shoppingcarts,webpopups,skywriting,busstopbenches,human

directional,magazines,newspapers,towncriers,sidesofbusesorairplanes("logo

jets"),taxicabdoors,roofmountsandpassengerscreens,musicalstageshows,subway

platformsandtrains,elasticbandsondisposablediapers,stickersonapplesin

supermarkets,theopeningsectionofstreamingaudioandvideo,posters,andthebacks

ofeventticketsandsupermarketreceipts.

(4)Open

(5)Newspaperadvertisinghasbeenaroundlongerthananyotherformofadvertising

weseetodayandisstillthefirstkindofadvertisingthatbusinessesthinkabout

doing.Itisagoodwaytoreachalargenumberofpeople,especiallythoseaged45

pluswhotendtoreadthepapermorefrequentlythanyoungerdemographicgroups

whotendtogettheirnewsfromtelevision,radioortheInternet.Newspapersare

inexpensivetobuy,andsomearefree.

(6)Advertisingisanintegralbutrelativelysmallpartofthemarketingplan.

(7)Advertisingisapaid,public,nonpersonalannouncementofapersuasive

messagebyanidentifiedsponsor.Marketingisanorganizationalfunctionandaset

ofprocessesforcreating,communicatinganddeliveringvaluetocustomersandfor

managingcustomerrelationshipsinwaysthatbenefittheorganizationandits

stakeholders.

(8)Marketingencompassesadvertising,promotions,productdesign,positioning,

andproductdevelopment.Traditionally,businessesplantheirmarketinginitiatives

byexaminingthemarketingmix,ablendofactivitiessuchasdesigningtheproduct

anditspackage,pricingtheproduct,distributingtheproductsothatitis

accessibletocustomers,andpromotingorcommunicationabouttheproduct.

(9)Consumersneedguidelines,benchmarksandothervaluesestablishedbeforethey

makeapurchasedecision.Suchinformationwillswaytheirdecisiononewayorthe

other.Towinoverconsumers,onemusthavestrongbrandadvertising.

(10)Themosteffectiveandefficientwaytodosoisthroughfrequent,repeated

advertisingthatcarriesaverysimple,compelling,singlemindedmessageinthe

samepublicationsorairwavesreachingthesameindustryortargetedaudience.

(11)Open

6.2TrueorFalse

(1)T(2)F(3)F(4)F(5)T(6)F(7)F(8)F(9)T(10)F

6.3Translation

(1)Advertisingisthepaid,nonpersonalpromotionofacause,idea,product,

orservicebyanidentifiedsponsorattemptingtoinformorpersuadeaparticular

targetaudience.

(2)Advertisingsoughtonlytoconveyinformationuntilthetwentiethcentury.But

modernadvertisingseekstoucreatedemand”byinfluencingbuyersperceivedneeds

ordesires.

(3)Asthetypeofmediahaschanged,sotoohasadvertisingsform.

(4)Advertorialsaremostcommonlyrecognizedasanoppositeeditorial,whichthird

partiespayafeetohaveincludedinthepaper.

(5)Increasingly,othermediumssuchasthosediscussedbelowareovertaking

televisionduetoashifttowardsconsumersusageoftheInternetaswellasdevices

suchasTiVo.

(6)Productplacementoccurswiththeinclusionofabrandslogoinshot,ora

favorablementionorappearanceofaproductinshot.

(7)Theultimategoalofmarketingistomatchacompanysproductsandservices

tothepeoplewhoneedandwantthem,therebyensureprofitability.

(8)Thecontactbetweentheadvertiserandtheaudienceisindirect,soittakesa

longtimetodeliverinformation,changeattitudes,andcreatearapportortrust

betweenthetwoparties.

(9)Themosteffectiveandefficientwaytoestablishabrandisthroughfrequent,

repeatedadvertisingthatcarriesaverysimple,compelling,singlemindedmessage

toreachthesameindustryortargetedaudience.

(10)Advertisingisaninvestmentingrowth,generatingopportunities,positioning

abrandandreachingthousandsofpotentialclients.

6.40ralPresentationorClassDiscussion

Open

6.6CluestotheCase

Theadvertisingtypeinthiscaseisinteractiveadvertising.Interactiveadvertising

isdeliveredtoindividualconsumerswhohaveaccesstoacomputerandtheInternet.

AdvertisersuseWebpages,bannerads,andemailtodelivertheirmessages.In

thisinstance,theconsumercanrespondtotheadorignoreit.InteractiveInternet

promotionsandsweepstakesarenowsoenticingthatsomeconsumersarespendingmore

timewiththeadsthanthecontent.Chapter2Historyofadvertising

6.1ReviewQuestions

(1)Manyauthorsagreethatthefirstknownadvertisementisthealmost3000years

oldpapyrusfoundinThebes,Egypt.Itisaboutadvertisingarewardforreturning

arunawayslave.

(2)PublishingtheBibleprovedthatanything,nomatterhowlongorshort,could

bepublished.

(3)Somemonarch,politicianorbureaucratimposedanexorbitanttaxonadvertisers.

(4)ThefirstknownmagazineadappearedinhisTheGeneralMagazinein1741.He

publishedthePennsylvaniaGazette(1stissue1729),whichcarriedadsforsoap,books,

stationery,andthe1730almanacofGodfreyandTitanLeeds.TheGazettewassoon

tobecomethelargestpaperintheColonies.Franklinwasnotonlyawriter,editor,

andpublisher,butanaggressiveadmanaswell.TheGazetteincludedmore

advertisementsthandidanyothercolonialnewspaper,withuptohalfthepages

devotedtoadvertising.Franklinisalsocreditedwithintroducingtheuseoflarge

pointheadings,usingwhitespacetoseparatetheadvertisementsfromthetext,

and,after1750,includingillustrations.

(5)Thesefirstagenciesusuallybrokeredspaceinpublicationssuchasnewspapers

andmagazinesbutstartedproducingtheadvertisementsthemselves.Withthehelpof

creativeprofessionals,andafteranalysisoftheclientsneedsandwants,they

designedadsfortheirclientsandadvisedthemintheirplacementsandusage.

(6)Publicityalsoworkswhenitcomestoboostingsales.

(7)Theneedtomaintaindemandbecameespeciallyapparentduringthe1893-1897

economicdepressioncausedbyseasonalorcyclicaldeclinesindemand.Businesses

neededmethodstoinsulatethemselvesfromcyclicaldownturnsinsalesandproduction.

Advertisingwasonetactictheyemployed.

(8)Modernadvertisinghasthegoalofcreatingdesireforaproductwherenone

previouslyexisted.

(9)Reasonwhyadvertisingconsistedoflong,detaileddiscoursesonthefeatures

ofaproduct.Atmosphereadvertisingreflectedpsychologysinfluence;it

emphasizedvisualimagerythatevokedemotions.

(10)“Productplacementwastheresult.Firmsnowpaidtohavetheirproductsused

intelevisionshowsandfilms.

(11)Theywanttobeyounganddesirable,toberich,tokeepupwiththeJoneses,

tobeenvied.

(12)Yellowpages;skywriting;radiobroadcasting;outdooradvertising;television;

subliminaladvertising;productplacement;Internetetc.

(13)Theysawtheiraudienceasfemale,fickle,debased,emotional,possessinga

naturalinferioritycomplex,havinginarticulatelongings,lowintelligence,andbad

taste,andbeingculturallybackward.

(14)Duringtheearlyyearsofthecalendarposter,modelswereoftenmaleopera

singersinfemaledress.

(15)ChinesesocietychangedwiththeMayFourthMovementof1919.Begunoriginally

withstudentdemonstrationsagainstapeacetreatythatwasperceivedtobeunfair

toChinasterritorialrights,themovementeventuallygrewintoanationwide

callforchange.IntheWest,smokingandwearingmakeupwastakenasanexpression

ofindependenceinwomen.Thedifferencesinthesetwoadvertisementsdemonstrate

thisculturalchange.

(16)Whilestrikinglydifferentincontentandstyle,thismethodofmarketingdoes

haveitsrootsinthetraditionofChinesefolkprints

6.2TrueorFalse

(1)T(2)F(3)F(4)T(5)F(6)F(7)T(8)F(9)F(10)T(ll)F(12)F

6.3Translation

(1)AncientEgyptiansarefamousforcarvingadsontostonetabletsandalso

introducedtheworldsfirstbillboards:pillarsalongtheroadside,whichoften

advertisedrewardsforrunawayslaves.

(2)TheGazetteincludedmoreadvertisementsthandidanyothercolonialnewspaper,

withuptohalfthepagesdevotedtoadvertising.

(3)Franklinisalsocreditedwithintroducingtheuseoflargepointheadings,

usingwhitespacetoseparatetheadvertisementsfromthetext,and,after1750,

includingillustrations.

(4)Asaresult,theColoniesquicklyreplacedoldEnglandasthestageuponwhich

mostadvertisinginnovationswouldmaketheirentrances.

(5)Theneedforeasyprovisionofconsumergoodsincreasedasmorepeopletherefore

liveddivorcedfromtheland.

(6)Viewerscouldfastforwardthroughcommercialswhenwatchingtapedshows,

presentinganewchallengetoadvertisers.

(7)Thelargerthefactoryandthusthemoresuccessfulthefirm,thehigherquality

themerchandisecouldbepresumedtobe.

(8)Modernadvertising—advertisingwiththegoalofcreatingdesireforaproduct

wherenonepreviouslyexisted一beganintheearlytwentiethcentury.

(9)In1909,theadvertisersofColgatetoothpastetooktheconflictdirectlyto

consumers,givingthemtheopportunitytodecide,“WhichIstheBetterAd?”一the

onethatofferedadetailedexplanationofthehealthadvantagesofColgatetoothpaste,

ortheonethatusedillustrationstoassociatetheuseofColgatewithahappyfamily

life.

(10)Atmosphereadvertisingdominatedconsumergoodsadvertising;withincreasing

standardizationofconsumerproductseliminatingmanyoftherealdifferencesbetween

brands,theemphasisofadvertisingshiftedtothe“imagined“advantages.

(11)Advertisingisoftenchargedwithcreatingacultureofconsumerisminwhich

peopledefinethemselvesbythegoodstheybuy.

(12)Consumerobjectionstoadvertisinganditstacticshaveresultedinlegislation,

lawsuits,andvoluntaryrestraint.

(13)Thecommercialpublicationofmagazinesandnewspapersexplodedduringtheearly

decadesofthetwentiethcentury,partlyduetothewaveofreformsthatwastaking

placeinChinesesociety.

(14)Thesenewpublications,rangingfromwomensmagazinestoliteraryjournals,

helpedtousherinaneweraofmasspopularculture.

(15)Thisrelativelyyoungindustry,despitegrowingatanannualrateof15%,is

stillinstitutionallyunstableinChina.

6.40ralPresentationorClassDiscussion

Open

6.6CluestotheCase

(1)CocaColafocusedonitsauthenticity,withsloganslikeaDemandthegenuine”

or“Acceptnosubstitute^,andbycreatingthenew“ContourBottle”,i.e.the

Cokebottle,asweknowittoday,triedtodistinguishitself.

(2)Throughsportsandthewar,CocoColabecameaworldwidebrand.CocaCola

sponsoredtheU.S.teamduringtheAmsterdamOlympics;thelogocouldbefoundon

thewallsofbullfightingarenasinSpainandonracingdogsledsinCanada.During

WorldWarII,CocaColatriedtoaccompanytheAmericansoldierswheretheywent

andgivethema“tasteofhome”.Asaconsequence,Colawasenjoyedbylotsofnon

Americanpeopleduringthewar,usingadstogivethemthefeelingtheywouldbe

supportedbyCocaCola.

(3)Advertisingstrategychangeswhilethecompanysgoalandstrategy

change.Chapter3TheScopeofAdvertising

6.1ReviewQuestions

(1)Manufacturersandservicefirms,traderesellers,governmentandsocial

organizations.

Firmsuseadvertisingtocreatingawarenessandpreferencefortheirbrands.

Governmentsuseadvertisingtoinformthepublicabouttheprogramstheirtaxesfund.

Socialorganizationsusemassmediaanddirectmailtopromotetheircausesand

services.

(2)Icecreamproducer.

(3)Anadvertisingagencyoradagencyisabusinessorganizationsetuptoprovide

aservicetoclientsrangingacrossbookingadvertisingspace,designing

advertisementsandproducingthem,devisingmediaschedules,commissioningresearch,

providingconsultancy,andanyassociatedmarketingservice.

(4)Afterthecostpluscommissionbasisfortheagencywasaccepted,agentscould

nolongercompetewitheachotheronprice;theyneededsomeothermeansof

distinguishingtheirservicesfromthoseofcompetingagents.So,advertisingagents

—soontobeknownasadvertisingagencies-tookontheirmodernform:writing

copy;creatingtrademarks,logos,andslogans;andoverseeingpreparationofartwork.

(5)Theyarecreatingmediaandimplementingmediapurchasesoftextbased(orimage

basedinsomeinstancesofsearchmarketing)ads.

(6)Fortworeasons.First,publicrelationtakeshighlyspecializedskillsandtalent

notnormallyfoundinafirm.Second,managersaretooclosetopublicrelations

problemsandmaynotbecapableofhandlingasituation.

(7)Frequency,mediaimpact,mediatiming,andeffectivereach.

(8)Audience-thetotalnumberofreaders,viewers,orlistenerswhoareexposed

toanadvertisement.Inthelanguageofadvertising,anaudienceisagroupof

individualwhoreceiveandinterpretmessagessentfromadvertisersthroughmass

media.Inadvertising,audiencesareoftentargeted.Atargetaudienceisaparticular

groupofconsumerssingledoutforanadvertisementoradvertisingcampaign.Target

audiencesarepotentialaudiencesbecauseadvertiserscanneverbesurethatthe

messagewillactuallygetthroughtothemasintended.

(9)Whileproductsandservicestargetedtothisaudienceoftenrequirepersonal

selling,advertisingisusedtocreateawarenessandafavorableattitudeamong

potentialbuyers.

(10)Professionalsarewhohavereceivedspecialtrainingorcertification.This

audiencewarrantsseparateclassificationbecauseitsmembershavespecializedneeds

andinterests.Advertisingdirectedatprofessionalsthushighlightsproductsand

servicesoftenuniquelydesignedtoservetheirmorenarrowlydefinedneeds.

6.2TrueorFalse

(1)T(2)F(3)F(4)T(5)F(6)T(7)F(8)T(9)F(10)T

6.3Translation

(1)Advertisingisacollectionofawiderangeoftalentedpeople,allofwhomhave

specializedexpertiseandperformnecessarytasksinplanning,preparing,andplacing

ofadvertising.

(2)Theuseofadvertising,particularlymassmediaadvertising,bythesefirmsis

essentialtocreatingawarenessandpreferencefortheirbrands.

(3)Rather,theyusetradepublications,directoryadvertisingsuchastheYellow

Pagesandtradedirectories,anddirectmailastheirmainadvertising,media.

(4)Governmentadvertisingisacontentiousissueinmoderndemocracies.

(5)Anagencyssizeshouldnotnecessarilybeconsideredabarometeroftheir

billingorabilitytohandlelargeaccounts.

(6)Interactiveagenciesrosetoprominencebeforethetraditionaladvertising

agenciesfullyembracedtheInternet.

(7)Thispracticesgenerallycoststheadvertisernothingbecausetheagencyreceives

acommissionfromthemediuminwhichtheadvertisementappears.

(8)Ifyoutakeajobinadvertisingorpromotion,yourdesignerwillbeoneofyour

firstandmostimportantpartners.

(9)Inthemultimediaworld,advertisersareusingeverycommunicationschannel

availabletotargettheirincreasinglyfragmentedtargetgroups.

(10)Acompanymustdecide,basedonitsproduct,thebestmethodtomaximizeconsumer

interestandawareness.

6.40ralPresentationorClassDiscussion

Open

6.6CluestotheCase

(1)Advertisingagency:GoodbySilverstein&Partners;Advertiser:CaliforniaMilk

Board,milkprocessorsanddairyfarmers.Media:TV,printpublications;Audience:

householdconsumers.

(2)Theanswerliesoneachplayersroleintheprocessofadvertising.

(3)Therearecriticalopinionsabouthowadvertisingmisguidesconsumersandcreates

consumerism.Chapter4AnalyzingtheCommunicationProcess

6.1ReviewQuestions

(1)Thesourceofamessagecomesfromthesender.Thesenderfirstidentifiesa

targetaudience,orreceiver,towhomtheywanttosendthemessage.Thecorrect

messageiscreatedandencoded,putintowords,pictures,orsounds,andtransmitted

throughacommunicationchannel,themedia.Ifthereceiverisexposedtothemessage,

theymaydecodeitandrespondwithfeedbacktothesenderifthecommunicationis

interactive.Theabilitytosendamessageandhavefeedbackfromthetargetaudience

canbedisruptedbynoise,suchasmessagesfromcompetitors.

(2)Noiseisanythingthatinterfereswithordistractsthetransmissionandreception

ofabrandmessage.Noisecanbephysicalorpsychological,internalorexternal.

Physicalnoiseincludespoorprintreproduction,distortedvisuals,orbadtiming

ofmessages.Psychologicalnoiseincludesmixedmessages,distrustofamessage,

orconfusionresultingfrominconsistentmessages.Externaldistractions,

competitivemessages,ormultitaskingactivitiesofrecipientscanresultin

noise.

(3)“Brandcustomertouchpoints“areeverypossibleplaceatwhichabrandor

companyanditscustomerorotherstakeholderscomeintocontact.Everytouchpoint

willaffectthecustomerorstakeholderperceptionofthebrandorcompany.Brand

customertouchpointscanbeeitherintrinsic,thosethatautomaticallyoccur

duringthebuyingandusingofaproduct,ortheyarecreated,whichistheresult

ofaspecificcommunicationeffortinitiatedbyeitherthecompanyorthecustomer.

CompanycreatedtouchpointsareplannedMCeffortssuchasadvertisingandPR

programs.Contactcreatedbycustomerscanbeletters,phonecalls,oremails

tothecompanyforaspecificpurpose.Tomanagebrandtouchpointsmovesthecompany

intoIMC,butfirstthecompanymustidentifyeverypossiblepointofcontactbetween

thebrandorcompanyandthecustomerorstakeholder.Next,theimportanceofeach

contactpointmustbeprioritizedbythefollowingcriteria:1)impactonbrand

quality,2)costofmakingeachcontactamorepositiveexperience,3)theability

ofthecompanytoinfluencethecontactpointexperience,4)thedeterminationof

whichtouchpointscanbeusedtogathercustomerdata,and5)thedeterminationof

whichcontactsareappropriateforcarryingadditionalbrandmessages.Marketers

mustunderstandthatallbrandcustomertouchpointshavecommunicationdimensions

thatwillimpactpositivelyornegativelyontheimpressionsandbehaviorofcustomers

andotherstakeholders.Ateachbrandcustomertouchpoint,amessagethatissent

canbepositive,negative,orneutral,allofwhichimpactontheimageofthebrand

orcompanyinthemindofthecustomerorotherstakeholder.

(4)Abrandmessageisalltheinformationandexperiencesthatimpacthowcustomers

andotherstakeholdersperceiveabrand.Brandmessagescanoriginateinsideor

outsideacompany.Brandmessagesarecommunicatedthroughtheproduct,pricing,

place,andpromotioneffortsofacompany.

6.2TrueorFalse

(1)F(2)F(3)F(4)T(5)T(6)T(7)F(8)F

6.3Translation

(1)Inthebasicmodelofcommunication,thisprocessofcreatingabrandmessage

toconveyanintendedmeaningandelicitacertaintypeofresponseiscalledencoding.

(2)Thecommunicationprocessoccursinacontextorenvironmentwhereotherthings

aregoingoncompetitivebrandmessages,peoplewalkingby,atelephoneringing,

aswellasthoughtsinsidecustomersheads.

(3)Sourcecredibilityisabigreasonwhymanymarketersusespokespersonsintheir

advertisingandpromotiontotrytoincreasethecredibilityofthecommunication.

(4)Symbolssentbythesourcemustbereconstructedintotheoriginalideaorinto

somethingclosetoit.

(5)Nofeedbackisrarelyadesiredresponse,butitismeaningfulandimportant.

(6)Everytouchpoint,tosomeextent,strengthens,maintains,orweakensthe

relationshipbetweenabrandandthecustomer.

(7)Oneoftheadvantagesofcompanycreatedtouchpointsisthat,forthemost

part,theycanbehighlycontrolled.

(8)Althoughnegativecommentscanbethemostdamagingmessagesabrandfaces,

unexpectedpositivewordofmouthmessagesfromanyofthesesourcescanbe

powerfultestimonyonbehalfofthebrand.

(9)Oneofthemosttroublesomesourcesofpsychologicalnoiseisinconsistentbrand

messages.

(10)TheInternetallowsconsumerstopursueinformationatwhateverlevelofdepth

andintensitytheychoose.

6.40ralPresentationorClassDiscussion

Open

6.6CluestotheCase

(1)Anysituationinwhichacustomercomesintocontactwithabrandorcompanyis

abrandcustomertouchpoint.Thetouchpointconceptsuggeststhattherearemany

kindsofbrandmessagesbesidesthosedeliveredsolelywiththemediacommonly

associatedwithpromotion.

(2)Understandinghowtouchpointsaffectcustomersiscriticaltomanagingthe

customerexpectationsthatdrivebrandrelationships.

(3)TheVolvoConservatorytakestheconceptofanentertaininglocation.Thereis

acafe,servescustomersallday.Andthereisabranchofbankattheendopposite

tothecaf6.Itholdsconcertsandsponsorsenvironmentalfilms.TheConservatory

sendscarexpertstocollegestoeducatestudentsoncarsafetyandresponsible

driving.Bydoingso,theConservatorycreatesnewtouchpoints,andbecomespart

ofpeoplesdailylife.Anditsellscarsaswell-becauseitappealstothe

valuesofitscustomers.Chapter5BuyingDecisionProcess

6.1ReviewQuestions

(1)Referencegroupsareimportantbecausebrandmessagesfromthesegroupscanbe

extremelypersuasive.

(2)TheAIDAmodeldescribesthetypesofimpactabrandmessagehasonaprospect

oracustomer.Themodelconsistsoffoursteps:

1)Attention,

2)Interest,

3)Desire,and

4)Action.

(3)Thefirstimpactisthatthebrandmessageattractstheattentionoftheconsumer

orprospect.ThesecondimpactisthatthemessagecreatesInterestinthebrand.

Thethirdimpactcreatesdesireinthemindoftheconsumerforthebrandbecause

theyfeelitwillsatisfytheirneeds,wants,ordesires.ThelastimpactisAction,

wheretheconsumermayactinoneofseveralways.Theymayseekoutadditional

informationaboutthebrand,talktootherpeoplewhohaveusedthebrand,oractually

makethepurchase.

(4)Thethink/feel/domodelsuggestsconsumersdonotnecessarilygothroughalinear

processwhenmakingpurchasedecisions.Themodelsuggeststhatresponsesvaryby

thelevelofinvolvement.Themodelsuggestst