商务英语阅读Advertising-and-Publicity

Chapter3

AdvertisingandPublicity

AwarmerAguessinggameWhatarethey?Shampoo,aSpanishsupermarket,SonyMicroVaultTiny(USBflashdisk)Whatarethey?Camera,semi-skimmedmilk,juiceOutlineBackgroundintroductionReadingforgistVocabularyComprehensionDiscussionBackgroundintroductionWhatisadvertising?Whatarethemainfunctionsofadvertising?Whatarethedifferenttypesofadvertising?Whatthetraditionalmediausedbyadvertisers?Arethereanynewoptions?Whatisdifferencebetweenadvertisingandpublicity?typesofadvertisingInmarketing,typeofadvertisingreferstotheprimary“focus”ofthemessagebeingsentandfallsintooneofthefollowingfourcategories:Product-OrientedAdvertising,whichclearlypromoteaspecificproducttoatargetedaudience.Imageadvertising,whichisundertakenprimarilytoenhanceanorganization’sperceivedimportancetoatargetmarket.AdvocacyAdvertising,whichisintendedtocommunicateaviewpointaboutacontroversialtopicrelatingtothesocial,political,oreconomicenvironment.PublicServiceAdvertising,whosemessageconcernsanissueviewedasforthe“greatergood”ofsociety.Advertising–mediaThemediausedbyadvertisersaremanyandvarious,including:radio,directories,exhibition,mailshots,publictransport,billboards,poster,cinema,TV,leaflets,etc.Thereisamajorculturalshiftoccurringinhowpeopleusemediaforentertainment,newsandinformation.Manytraditionalmediaoutlets,suchasnewspapersandmajorcommercialtelevisionnetworks,areseeingtheircustomerbaseerodedbytheemergenceofnewmediaoutlets.TheInternethasbecomethemajordriverofthischange.Formarketersthesenewtechnologiesshouldbemonitoredcloselyastheybecomeacceptedalternativestotraditionalmediaoutlets.Whilethesetechnologiesarecurrentlynotmajoroutletsforadvertising,theymaysoonoffersuchopportunity.Asthesetechnologiesgainmomentumandmoveintomainstreamacceptancemarketersmayneedtoconsidershiftingadvertisingspending.Marketersshouldalsobeawarethatnewmediaoutletswillcontinuetoemergeasnewapplicationsaredeveloped.Thebottomlineformarketersistheymuststayinformedofnewdevelopmentsandunderstandhowtheircustomersareusingtheseinwaysthatmayofferadvertisingopportunities.Advertisingvs.Publicity(1)“Advertisingyoupayfor,publicityyouprayfor.”Bothadvertisingandpublicityareveryeffectivemethodstopromoteandcreatepositiveawarenessforaproduct,butthereisacleardifferencebetweenthetwo:Advertisingissomethingyougetbypayingforit.Publicityhowever,

issomethingyouhopeyou'llget.

Inotherwords,advertisingiscontentyoupayfor(radio,TV,newspaper,banneradvertising,etc).

Publicityontheotherhand,referstofreecontentaboutyouandyourcompanythatappearsinthemedia.Advertisingvs.Publicity(2)Advertisingissomethingyougetbypayingforit.Publicity,however,

issomethingyouhopeyou'llget.

It'swhatotherssayaboutyou.Publicitycanresultwhenanarticleyouwriteispublished,orwheninformationyougivetoaneditorconvinceshim/hertofeatureastoryaboutyouorisbasedonapublicityreleaseissuedbyaPublicRelationsfirmyouhaveretained.Overtime,thesestorieshelpcreateafavorableimpressionofyourproductorservices.What’smore…Themostimportantruleofadvertisingisthatyourmessagemustberepeatedmanytimestobenoticed,andmanymoretoproduceconsumeraction.Themostimportantpartofpublicizingyoursiteistodoitsteadilyoveralongperiodoftime.Publicityisanongoingprocesswithacumulativeresult.Whenpeoplestartsaying"Ijustreadanotherarticleaboutthem,"or"Thatguysaidsomethingveryinterestinginanonlineconference,"you'llbedevelopingcredibilitythatnoamountofadvertisingcanbuy.Twopre-readingquestionsPleaselookatthetitleofthetext:TheDilemmaofCreativeAdvertisingInyouropinion:Whatiscreativeadvertising?Whatmaybethedilemmaofcreativeadvertisers?Readingforgist

ScanTextAandgetsomemainideasaboutthefollowingquestions.Pleasecompareyouranswerswiththoseofyourpartners.1 Whatprivilegehavethemajorityofadvertisingmenbeendenied?2 Whatgeneralconclusionsaredrawnfromadvancedconsumerresearchaboutwhatconstituteseffectiveadvertising?3 Whatarethetwoprinciplesinadvertising?4 Whatisthedilemmacreativeadvertiserfacedwith?VocabularyAvocabularymapWhatdoestheword“advertising”remindyou?AdvertisingPossibleanswers:TVcommercialsCelebrityendorsementProductplacementStreetfurnitureSponsorshipVocabularyexercise1Areyoufamiliarwiththefollowingwordsandexpressions?TrytoexplainthesewordsandexpressionsinEnglish.Pleasetranslatethefollowingsentenceswiththeseexpressions.1 专家们认为导致这家公司表现不佳的主要原因是因为人力资源,尤其是高层管理人员,任命不合理。2 英国航空公司想通过搬家的方法来创造一个更为灵活现代的公司文化。3 有关裁员的流言使得这家公司士气低落，处于有史以来的最低潮。4 在经历了财政丑闻之后，很多公司往往只能通过做公益活动来改善公司形象。5 政治家不应该参与那些可能会影响其政治判断力的商业事务。6 作为这家企业的隐名合伙人(sleepingpartner)，他有权分得利润，但无权参加企业的管理。7 看了这个访谈节目，她认识到做个风险投资人可不是件容易的事。首先，你得有钱；其次，你还得有挑选有前途的新企业的眼光。8 要想进入特定市场，除了要充分了解目标顾客群的需要，我们还得了解当地政策并遵守它们。9 在这些大学生的努力下，这家知名跨国公司在中国开办“血汗工厂”的行径被揭露了。10 在这个顾客需求不断变化的年代，只有那些能及时做出反应的企业才能生存并成为最终的胜利者。Keys1 Expertshaveattributedthemaincauseofthecompany’spoorperformancetoitspoorHRfunctions,especiallytheappointmentoftheseniormanagement.2 BritishAirwaysintendstocreateamoreflexibleandmoderncorporateculturethroughtherelocation.3 Rumorsaboutredundancymakethecompanyatitsworstintermsofmoraleeversinceitsfoundation.4 Afterfinancialscandals,manycompaniescanonlyresorttocharityactivitiestoimprovetheircorporateimage.5 Politiciansshouldnotengageinbusinessaffairsthatmightaffecttheirpoliticaljudgment.6 Asasleepingpartneroftheenterprise,heisentitledtosharetheprofits,butisdeprivedofparticipatinginitsmanagement.7 Afterwatchingthisinterview,sherealizeshowdifficultitistobeaventurecapitalist.Foronething,youneedtohavethemoney;foranother,youneedtohavetheinsighttopicktheright(promising)start-ups.8 Toenteraspecificmarket,inadditiontoacquiresufficientknowledgeaboutourtargetcustomers,wealsoneedtoknowaboutthelocalpoliciesandabidebythem.9 Withtheeffortsoftheseuniversitystudents,itwasbroughttolightthatthisworld-famousmultinationalhadestablishedsomesweatfactoriesinChina.10 Inatimewhencustomerschangeconstantlyandrapidlyintheirneeds,onlycompanieswhoarequicktorespondcansurviveandsucceedintheend.Vocabularyexercise2GivetheChineseequivalentstothefollowingEnglishterms.privilegedminoritygasstationmarketingresearchprofessionalcompetenceasalespointproductdesignpotentialconsumerbusinessdisasterGivetheEnglishequivalentstothefollowingChineseterms.日常生活广告案例物理特性视觉想象国内媒体销售增长销售渠道以产品为中心的广告Keys享有特权的少数人加油站市场调查专业技能(产品的)卖点产品设计潜在顾客商业灾难dailylifeadvertisingcampaignsphysicalcharacteristicsvisualimaginationnationalmediaasaleincreasedistributionsystemproduct-orientatedadvertisingComprehensionComprehensionexercise1Answerthefollowingquestionsaccordingtothetext.Howwilladvertisingeffectivenessbeaffectedifadvertiserresorttointellectualgimmicks,cleverness,wittiness,oringeniousandtrickywordcombinations?WhydidSoconyMobilOil.Co.usethesymbolof“theflyingredhorse”ratherthanthesimpleword“Mobil”toidentifyitsservicestationoutlets?WhatistheFamiliarityPrincipleinadvertising?Whatdoes“copy”meaninadvertising?Whatisthesignificanceof“copy”inadvertising?Whatmightaccountforthedifficultyexperiencedbythemarketersinestablishinganyrelationshipsbetweenspecificadvertisingactionsandsales?Whydocreativeadvertisersnowdiverttheireffortsfrommakingtheproductinterestingtomakingtheadvertisinginteresting?Whatisthefunctionofperfectadvertising?Whatarechallengesassociatedwithdevelopingasalespointinadvertising?Whatisthecriterionforanidealpieceofadvertising? Comprehensionexercise2Decidewhetherthefollowingstatementsaretrue[T]orfalse[F].1 ()Modernresearchtechniquesenabletheadvertisingpeople,especiallythoseinthemail-ordersector,toexaminetheeffectoftheirwork.2 ()Intellectualgimmicks,cleverness,wittiness,oringeniousandtrickywordcombinationsthatarenotrelatedtotheproductitselfcanonlyservetosubtractfromtheeffectivenessofadvertising.3 ()ThereasonwhySoconyMobilOilCohaslostsubstantialpartsofitscompetitivesalesopportunitiesisbecauseofpoorly-deignedslogan.4 ()ItissuggestedinthearticlethattheFamiliarityPrinciple,thoughmuchneglectedinadvertisingdiscussions,contributessignificantlytothesalesofproducts.5 ()Thecopywriterisalwaysdeniedtheadvantageofobservingtheeffectsofaspecificcopyactionbecauseofmoderndistributionsystem.KeysComprehensionexercise11 Efficiencyinadvertisingdependsonusingsimplelanguage—simpledirectpresentationofsalesarguments—andavoidingtricky,2 Itisbelievedthattheflyingredhorsegavepleasuretothemotoristswhovieweditandsuggestedlightness,power,andspeed,whereasthesingleword"Mobil"wasdrabandcolorless.3 Theprincipleindicatesthatwhatisknowninspiresmoreconfidencethansomethingthatisunknown,thereforeapotentialconsumer,whenconfrontedwithtwoproducts,andhavingnoknowledgeofthephysicalcharacteristicsofeitherofthem,tendstochoosetheonewhosebrandnameismorefamiliartohim/her.4 Theword"copy"inadvertisingreferstoheadlines,text,pictures,sound—everythingintendedtocarryamessageabouttheproduct,beyonditsname,totheconsumer.5 Copyisintendedtoshapemotivesanddesires,tobuildbelievability,andtoprovideareasonforselectingaparticularbrandoverallothers.

Foronething,itisdifficulttoseparatethefamiliarityeffectwiththepersuasioneffect;foranother,it’sdifficult