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Advertising is a paid-form of prentation or promotion of goods and rvices.It is non-personal in nature, and the promoter must be identified. Advertising’s role is to create a positive image of a product or rvice by influencing the behavior of target customers.
When tting up an advertising campaign, you must make a choice on:
Form
mapguide National: advertising a copyrighted product or rvice across the national
footprint. Identifies brand name and emphasizes national prence.covid 19英文全称怎么读
Retail: advertising by outlet emphasizing image and variety.
Direct： advertising directly to customers to avoid middlemen and
respon: delivery costs.
Advocacy: public communication that us a perspective on a recognized
controversial issue.
Style
Humorous: light-hearted.
Comparative: compares one product to another, highlighting strengths and
benefits over a competing product.
研究员翻译 Emotional: creates a mood, arous feelings, tries to meet psychological needs.
Lifestyle: associates brand/product/rvice with the way people live and work.
Testimonial: affidavit of support by a customer or celebrity.
Reason why: touts the benefit and necessity of a product to avoid adver
situations.
Slice of life: typically focus on an average family and everyday or common tting.
Media网校书包
Television: most expensive, audio-visual impact, reaches a mass audience,
easily and effectively targeted bad on well-known viewer
demographics.
Newspaper: most widely ud medium, rapid and flexible coverage, ads easily
changed, less expensive than television. Short attention span,
poor reproduction quality, usually no color, not easily targeted.
Direct mail: less expensive than TV or newspaper but higher advance costs,
tremendously
audience easily lected, demographics of percentage of rious
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recipients can be predicted in advance.
issues
Radio: fairly inexpensive, mass audience, audiences are largely gmented
and easily targeted. Only audio, brevity doesn’t allow for educating
viewers about complex products, audience less attentive.
Magazine: relatively inexpensive, huge variety provides a high level of market35中
beijing language and culture university gmentation, lots of space for detailed product information,
excellent graphical reproduction, long life span, repeat exposure to
multiple readers. Not quickly modifiable, long lead time beforeemployer
printing, no guarantee of placement within the magazine.
Outdoor: inexpensive, little competition for customer attention, high repeat
exposure. Limited information, little control over target audience.
Internet: potential mass audience, but no control and little targeting capability.
Difficult to control reader’s attention, some delivery problems.
