1、4.2 Planning an Advertising Campaign I. Definition of an Advertising CampaignII. Steps to Plan an Advertising CampaignIII. Functional ExpressionsIV. Oral PracticeContentsI. Definition of an Advertising CampaignAccording to BusinessD, (2017), an advertising campaign is a coordinated series of adverti
2、sements that are linked by the same theme or concept. It may focus on a specific brand or service, or be directed by a specific target audience.II. Steps to Plan an Advertising Campaign According to (2016) the methods used to plan an advertising campaign involves seven steps: 1. Research 2. Know the
3、 target audience 3. Set a budget 4. Deciding on the proper theme 5. Selecting the media 6. Scheduling the media 7. Executing the campaign.Major Steps to Craft an Advertising Campaign1. Identifying and analyzing the advertising target2. Creating the advertising platform3. Developing the media plan4.
4、Executing the campaignIII. Functional Expressions1. Planning an advertising campaign2. Deciding on advertising media3. Comparing advertising media4. Advertising slogans1. Planning an Advertising Campaign Well be running a major advertising campaign for the product. The first thing we should do in pu
5、tting together an advertising campaign is to figure out our audience. We must stress the good things about our products which will make customers want them. I think we should change the style of our advertisements. The old slogan is a bit out-of-date now. 2. Deciding on Advertising Media The media p
6、lanning process is not an easy one, as a number of options are available, such as television, newspapers, radio, magazines as well as outdoor billboards. We will target at fashion magazines and sports magazines. Well be signing a sponsorship deal with one of Chinas top football clubs. I think we can
7、 focus on the TV ad this time because its more effective. 3. Comparing Advertising Media It is cheaper to advertise on radio than in newspapers or magazines. You cant have long advertisements on radio. Whats more, advertisements on radio cant produce visual effects. Because of the speed with which m
8、ost persons pass by outdoor ads. Exposure time is limited. Outdoor boards can provide a great deal of flexibility. They can be placed along highways, near stores, or on mobiles.4. Advertising Slogans Things get better with Coca-Cola. (Coca-Cola) Quality never goes out of style. (Levis) The relentles
9、s pursuit of perfection. (Lexus car) The milk chocolate that melts in your mouth - not in your hand. (M&Ms candy) It cleans your breath while it cleans your teeth. (Colgate) Now, listen to a dialogue. Then you try to create a dialogue of your own.IV. Oral Practice1. to run some ideas by someone 2. t
10、o keep an open mind3. nothing is set in stone 4. to brainstorm5. half-baked idea6. to throw cold water over ( an idea, a plan)7. on the right track 8. to generate lots of buzzIdioms in the videoa. to be ready to accept new ideas and experiencesb. to discuss some new ideasc. to cause people to start
11、talking about a product or service, usually in a positive way that increases salesd. nothing is decided yet; things can still be changede. to present reasons why something will not work, to discouragef. a stupid or impractical idea or suggestiong. to think up new ideas; to generate new ideas in a gr
12、ouph. proceeding in a good way; going in the right direction9. icing on the cake10. an arm and a leg11. to plug a product12. to twist somebodys arm13. to run with an idea14. to flesh out something15. to touch base with someone16. taglineIdioms in the videoi. a lot of moneyj. an additional advantage;
13、 when one good thing happens, then another good thing happening along with it.k. to elaborate on something; to add more detail tol. to proceed with an ideam. to convince somebody. to talk somebody into doing somethingn. to promote a product; to talk positively about a producto. a slogan; a phrase used to promote a productp. to get in contact with; to make brief contact withEngagementWhats to post？Who is your audience and what resonates most with them?Summary
