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2019-2020年高中英語 Unit5 Inside advertising背景知識 新人教版選修9 Teaching Resources Section 2: Background information for Unit 5 Inside advertisement 1. Techniques of advertising Advertisers use several recognizable techniques in order to better convince the public to buy a product and shape the publics attitude towards their product. These may include: ● Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition. ● Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon." ● Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists remend..." This approach often involves an appeal to authority. ● Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before theyre all gone!" ● Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three mon argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are being increasingly popular in the health industry, with large panies like 24 Hour Fitness being increasingly adept at utilizing a potential customers fear to sell memberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics. ● Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is mon. Also used are "buzzwords" with desired associations. On a large scale, this is called branding. ● Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique. ● Controversy, as in the Benetton publicity campaign. ● Guerilla advertising: Advertising by association. Done in such a way so the target audience does not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser. ● Subliminal messages: It was feared that some advertisements would present hidden messages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers (Must buy car. Must buy car.) The notion that techniques of hypnosis are used by advertisers is now generally discredited, though subliminal sexual messages are extremely mon, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards. 2．Advertising Research Tips ●Perceptual Mapping -- Deciding What Image to Project Before you embark on an image advertising campaign, you need to know the type of image you wish to convey. ●Quick & Dirty Research Techniques - Part 1 Measuring the cost effectiveness of advertising promotions. ●Quick & Dirty Research Techniques - Part 2 Price-point testing. ●Danger -- parative Advertising Including Your petitors Names in Your Advertising Can Be Counterproductive. ●The Role of Focus Groups in Advertising Focus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research. ●How Research Can Drive the Advertising Mediums You Use To choose the right advertising medium, you need to know who your customers and target customers are. ●Allocating Advertising Dollars for Advertising Research How much should you allocate to measure the munications effectiveness of your ads? ●Is Your Advertising Working as Hard as it Could? Increase sales and speed up the "advertisement perfection" process through advertising testing. 3．Advertising tips Below are some tips to consider when you would like to use advertisements: ●Think outside the square - there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means. ●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturdays Advertiser. ●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential. ●Consider your return on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response. ●Keep your message simple and ensure your call to action is clear. What is the most important part youd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel. ●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself. 4. Marketing strategies Strategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumers interaction with the low-cost product or service." A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not remended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results. A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently. Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firms mission statement. They are also influenced by a range of microenvironmental factors. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.