1、专业英语 作业三- 21 -Chapter 3 Advertising Planning3.1 Advertising Strategy1. Questions:1. What is the advertising strategy?The way how the advertising objective is to be attainedAn integration of the elements of the creative mix2. What elements does the marketing mix include?4Ps: product, price, place, pr
2、omotionPromotional mix: personal selling, advertising, public relations, sales promotion3. What is the advertising creative mix?Advertising message ( copy, art, production), target audience, the product concept, the communication media4. Who are the target audience?End-users, persons influencing the
3、 purchasing decision5. What is the media strategy?It refers to the determination of the best advertising media or media mix.6. What is the strategy for the product concept?A product values mix, bundle of value presented to the target audience by the ad.7. How to classify the involvement degree?Ratio
4、nal involvement, emotional involvement；high involvement, low involvement专业英语 作业三- 22 -3.2 Advertising StrategyQuestions:1. What should be considered in the determination of the advertising objective?The strategic objective of the company development, the companys marketing objective2. What is the ad
5、vertising pyramid?Bottom: awarenessComprehensionConvictionDesireUp: actionCommon expressions（英译汉）:Advertising strategy 广告战略Repurchase 再购Marketing mix 营销组合Promotional mix 促销组合Creative mix 创意组合Prioritization 划分优先顺序Involvement degree 参与度Rational involvement 理智参与Emotional involvement 感情参与专业英语 作业三- 23 -A
6、dvertising message 广告创作Bundle of value 价值包4Ps: product, price, place, promotionBottom- up marketing 自下而上的营销Benefit segmentation 利益细分Consumer decision-making process 消费者决策过程Co-op advertising 合作广告Current customer 现实消费者Decline stage 产品的衰退期Direct distribution 直销Distribution channel 分销渠道Exclusive distrib
7、ution 独家分销Franchising 特许专卖Growth stage 产品的成长期Hidden difference 隐性差异Perceptible difference 显性差异Individual brand 单一品牌Intensive distribution 密集分销Introductory phase 产品的引入期Maturity stage 产品的成熟期Personal selling 人际传播Evoked set 参考组 专业英语 作业三- 24 -Translation:1. All advertisers face a perennial challenge: how
8、 to present their products, services and ideas effectively through the media to buyers.所有广告主都会面临长期的挑战：如何通过媒体向买主有效地推出他们的产品、服务及观念。2. Advertisers must first develop customers perception of the product itself (awareness, attitude, interest) and then a belief in the products ability to satisfy the custom
9、ers perceived want or need.广告主必须首先使消费者对产品本身产生感知（如知晓，态度，兴趣） ，然后使其信任产品满足消费者需求的能力。3. The essence of resonance strategy is to link the product or service with one or more of universal experiences.共鸣策略的本质是把产品或服务与一种或多种人们共同的经历联系起来。4. The better the advertising, the more people will try the product once. An
10、d the more who try an unsatisfactory product, the more who will reject it and tell their friends.广告越好，就会有越多的人去尝试产品。而有越多的人尝试过不满意的产品，抵制它的人也就越多，并且他们还会告诉他们的朋友。专业英语 作业三- 25 -5The advertisers goal is to get enough relevant market data to develop accurate profiles of buyers to find the common ground (and s
11、ymbols) for communication.广告主的目的是获得足够的相关市场资料，来显示买主的精确情况发现可进行沟通的共同的基础或象征。6Attitudes must be either capitalized on or changed. To advertisers, gaining positive consumer attitudes is critical to success.态度要么被利用要么被改变。对广告主来说，成功的关键是获得消费者肯定的态度。7. Enjoyable, entertaining advertising can enhance interest in
12、the brand and reduce the variety-seeking tendencies of consumers who become bored with using the same old product.令人愉快的、有趣的广告能够加强品牌兴趣，减少消费者由于用烦了老产品而去寻求新产品的倾向。8When choosing an opinion leader as a spokesperson for a company or product, advertisers must understand the companys target market thoroughly
13、.当为公司或产品选择意见领袖作代言人的时候，广告主必须彻底了解公司的目标市场。专业英语 作业三- 26 -3.2 Advertising BudgetQuestions:1. What is the rule of making advertising budget?Fit the strategic objective of the company:The most important in all marketing budget;Influence the ultimate allocation of funds.Present some convincing evidence besi
14、des the budget proposal2. What are the methods for the advertising budget.The percentage-of-sales approachThe percentage-of-profit approachThe objective methodThe unit of sale methodThe share-of-market methodThe competitive parity method3. How to use the percentage-of-sales approach?Define the sales
15、 as a basis:The sales of last year ;the expected sales of this yearDetermine the percentage: Average percentage of the industryMore accurate percentage based on experienceAllocate the funds for advertising by calculation专业英语 作业三- 27 -4. What are the two problems of this approach?Difficult to determi
16、ne percentage;Against the marketing principle5. What is the share-of-market method?Basis: the companys market sharethe companys market share : The whole market the advertising budget: the advertising dollars of the whole industryPurpose: to keep a share of advertising somewhat ahead of its market sh
17、are.Esp. first 2 years , one and a half times the brands targeted share of the market.6. What is the objective method?Task method: defining objectivesDetermining strategyEstimating costCommon expressions（英译汉）:Advertising expenditure 广告开支Percentage-of-sales method 销售额百分比法Percentage-of-profit method 利
18、润百分比法Unit-of-sale method 销售单位法Competitive parity method 竞争对抗法Share-of-market method 市场占有率法Objective method 目标法Fund allocation 资金分配 专业英语 作业三- 28 -Popular method 常用方法Industry average 行业平均值Bottom line 利润Expected result 预期的效果Interpersonal influence 人际影响 personnel department 人事部Organization buyer 集团买主Pur
19、chase intent 购买意向Psychological screen 心理屏障Reference group 参考群体Relationship marketing 关系营销Reseller market 经销商市场Repeat purchase 重复购买Selective perception 选择性理解Top-down marketing plan 从上到下的营销计划Pull strategy 拉的策略 Push strategy 推的策略Purchase occasion 购买时机SIC codes 标准工业分类代码Telemarketing 电话营销Usage rate 使用率Us
20、er status 使用身份 专业英语 作业三- 29 -Translation:1When creating ads for foreign consumption, marketers must consider many environmental factors: cultural trends, social norms, changing fads, market dynamics, product needs, and media channels.当为外国消费者制作广告时，营销人员必须考虑很多环境因素：文化潮流、社会规范、变化的时尚、市场的活力、产品的需要及媒体渠道。2The
21、advertising manager must determine what tasks advertising can take on, what strengths and opportunities can be leveraged, what weaknesses and threats need to be addressed?广告经理必须判断广告能够承担什么任务，有什么优势和机遇可以利用，有哪些缺陷和威胁？3Advertising objectives should be specific, realistic, and measurable.广告目标应该具体、现实，并且可以测量
22、。4You need to communicate enough information to develop conviction persuade a certain number of people to actually believe in the products value.要想使人信服，你要传达足够的信息 -说服相当数量的人相信产品的价值。专业英语 作业三- 30 -5Introducing a new product is a daunting task, particularly if the advertisers budget is lower than competi
23、tors.引入一种新产品是一项让人头痛的工作，特别是当广告主的预算低于竞争对手的时候。6What the company plans to say in its ads and how it plans to say it, both verbally and nonverbally, make up the advertising message.公司计划在其广告中说什么以及如何用语言和非语言的方式来表达，构成了广告信息。7 The marketing department has to convince management that advertising spending makes good business sense, even in an adverse economic climate.营销部门必须使管理人员相信，即使在不利的经济状态下，广告开支也对生意有利。8Advertising as one element of the communications mixis an investment in future sales.广告作为传播组合当中的一个要素，对未来的销售是一种投资。
