广告专业英语课后题及答案docWord文档格式.docx
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2)Howcanyoucategorizeadvertisinginacademy?
Criteria:
targetaudience:
consumeradvertising(directuser,enduser)
Businessadvertising(professionaljournal,directmailing)
Targetarea:
localadvertising
Nationaladvertising
Internationaladvertising
Media:
printadvertising
Electronicadvertising
Out-of-homeadvertising(Transitadvertising)
Purpose:
commercialadvertising
Noncommercialadvertising(publicinterests
advertising)
2.CommonExpressions:
Advertising广告,广告业,广告活动
Advertisement广告
Advertisingaudience广告的受众consumeradvertising消费者广告Businessadvertising企业广告
localadvertising地方广告
Nationaladvertising全国厂•告
Internationaladvertising全球告printadvertising印刷广告
Electronicadvertising电子广告
Out-of-homeadvertising户夕卜广告
Transitadvertising交通广告,移动广告
commercialadvertising商业广告,盈利广告
Noncommercialadvertising非盈利广告
3.英汉互译练习:
•Wemaydefineadvertisingasacommunicationprocess,amarketingprocess,apublicrelationsprocess,orapersuasionprocess.
我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。
•Inadditiontopromotiontangiblegoodssuchasdetergentsandsoftdrinks,advertisingalsohelppublicizetheintangibleservicesofbankers,lawyers,etc.
广告除用以促销洗涤剂、饮料等有形产品外,还用来宣传银行、律师等提供的无形的服务。
•Mostadvertisingisdirectedtothegeneralpublic.
大多数广告的对象是公众。
•Advertisingistobepaidfor.广告是要付费的。
•Word-of-mouthpublicationisn'
tadvertising.
口碑宣传不是广告。
•Thevastmajorityofadvertisingisintendedtobepersuasive.绝大多数广告是劝说性的。
•Ideascanalsobeadvertised.
观念也可以广告
•Advertisingreachesusthroughachannelofcommunicationreferredtoasamedium.
广告是通过一种叫做“媒介”的传递渠道传播给我们的。
•Massmediaarethemostcommonadvertisingchannel.
大众传播媒介是最常见的广告渠道(vehicle)
◊FunctionsofAdvertising:
1.Questions:
1)Doesadvertisingincreasetheprices?
It'
snottrue.
i.Withoutadvertising,peoplealsobuyunnecessarythings,eventhoughsometimesadvertisingdoesinfluencethehumandemand.
ii.advertising——economyofscale——reducetheprice.
2)What'
sthefunctionsofadvertising?
(1)Advertising——stimulatetheconsumer'
sdemand——increasedemandandexportofacountry
(2)advertising——economyofscale——reducetheprice
(3)theunitcostofadvertisingislowerthanpersonalselling,pyramidsellingandothers.
(4)advertising——businesscycle.Duringarecession——maintainadvertisingscale——performbetterafterward.
(5)advertising——survivalanddevelopmentofthebusiness——bycreatetheproductandcorporateidentities,realizethedifferentiationstrategy,buildtheconsumer'
sbrandpreferenceandloyalty,increasethevalueoftheproduct,wintheconfidenceofconsumer.
3)Whataretheproblemsofpyramidselling?
Thehighersalescost.
Onlythepersonshighestupthepyramidonlyreceivemost,whilethebottomsreceiveverylittle.
sprohibitedbylawinAmerica.
2.CommonExpressions:
Corporateimage,CI公司形象
Economyofscale规模经济
Businesscycle
商业周期
Brandpreference
品牌偏好
Brandloyalty
品牌忠诚
Humandemand
个人需求
Publicize
宣传
Advertisingcost
广告成本,广告花费
personalselling
人员推销方式
theunitcostofadvertising广告的单位成本
prospects
潜在顾客
pyramidselling
传销
recession
萧条,后退
createtheproductandcorporateidentities树立产品和企业形象
realizethedifferentiationstrategy实现差异化战略
buildtheconsumer'
sbrandpreferenceandloyalty培养消费者品牌偏
好和忠诚
increasingthevalueoftheproduct.提升产品价值
wintheconfidenceoftheconsumer赢得消费者信任
buildthebrand
树立品牌
increasethevalueofitsgoodwill提高信誉
3.英汉互译练习:
•Consideringitsfunctions,it'
sworthwhiletorunanadtopublicizeit
onBeijingYouthDaily.
鉴于广告的作用,在《北京青年报》上登一•则广告进行宣传是有价值的。
•Advertisingisaneffectivemarketingtool.
广告是一种有效的营销工具。
•Undoubtedly,advertisinghelpsidentifyproducts.
毫无疑问,广告有助于产品识别。
•Anotherfunctionofadvertisingistocommunicateinformationabouttheproductanditsfeatures.
广告的另一功能是传递产品信息、宣传产品特性。
•Theadpersuadesandinducesthepeopletotrythenewproduct.
广告劝诱人们尝试新产品。
•Advertisingstimulatesthedemandfortheproduct.
广告对产品需求有刺激作用。
•Itistruethatadvertisinghassomeinfluenceuponthecompetitionpattern.
不错,广告对竞争格局有影响。
•Advertising'
seffectonthevalueoftheproductisquiteobvious.
广告对产品价值的影响是非常明显的。
◊advertisingindustry:
Dialogue1:
1)What'
sthechangeinadvertisingindustrysince1990'
s?
Changedplanofbudgetallocations:
moreonsalespromotionsandeventsponsorships,l