广告专业英语课后题及答案.docx

广告专业英语课后题及答案.docx

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广告专业英语课后题及答案

Chapter3AdvertisingPlanning

3.1AdvertisingStrategy

1.Questions:

1.Whatistheadvertisingstrategy?

Thewayhowtheadvertisingobjectiveistobeattained

Anintegrationoftheelementsofthecreativemix

2.Whatelementsdoesthemarketingmixinclude?

4Ps:

product,price,place,promotion

Promotionalmix:

personalselling,advertising,publicrelations,salespromotion

3.Whatistheadvertisingcreativemix?

Advertisingmessage（copy,art,production）,targetaudience,theproductconcept,thecommunicationmedia

4.Whoarethetargetaudience?

End-users,personsinfluencingthepurchasingdecision

5.Whatisthemediastrategy?

Itreferstothedeterminationofthebestadvertisingmediaormediamix.

6.Whatisthestrategyfortheproductconcept?

Aproductvaluesmix,bundleofvaluepresentedtothetargetaudiencebythead.

7.Howtoclassifytheinvolvementdegree?

Rationalinvolvement,emotionalinvolvement；

highinvolvement,lowinvolvement

3.2AdvertisingStrategy

Questions:

1.Whatshouldbeconsideredinthedeterminationoftheadvertisingobjective?

Thestrategicobjectiveofthecompanydevelopment,thecompany’smarketingobjective

2.Whatistheadvertisingpyramid?

Bottom:

awareness

Comprehension

Conviction

Desire

Up:

action

Commonexpressions（英译汉）:

Advertisingstrategy广告战略

Repurchase再购

Marketingmix营销组合

Promotionalmix促销组合

Creativemix创意组合

Prioritization划分优先顺序

Involvementdegree参与度

Rationalinvolvement理智参与

Emotionalinvolvement感情参与

Advertisingmessage广告创作

Bundleofvalue价值包

4Ps:

product,price,place,promotion

Bottom-upmarketing自下而上的营销

Benefitsegmentation利益细分

Consumerdecision-makingprocess消费者决策过程

Co-opadvertising合作广告

Currentcustomer现实消费者

Declinestage产品的衰退期

Directdistribution直销

Distributionchannel分销渠道

Exclusivedistribution独家分销

Franchising特许专卖

Growthstage产品的成长期

Hiddendifference隐性差异

Perceptibledifference显性差异

Individualbrand单一品牌

Intensivedistribution密集分销

Introductoryphase产品的引入期

Maturitystage产品的成熟期

Personalselling人际传播

Evokedset参考组

Translation:

1.Alladvertisersfaceaperennialchallenge:

howtopresenttheirproducts,servicesandideaseffectivelythroughthemediatobuyers.

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.Advertisersmustfirstdevelopcustomers’perceptionoftheproductitself（awareness,attitude,interest）andthenabeliefintheproduct’sabilitytosatisfythecustomers’perceivedwantorneed.

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.Theessenceofresonancestrategyistolinktheproductorservicewithoneormoreofuniversalexperiences.

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.Thebettertheadvertising,themorepeoplewilltrytheproductonce.Andthemorewhotryanunsatisfactoryproduct,themorewhowillrejectit–andtelltheirfriends.

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。

5．Theadvertiser’sgoalistogetenoughrelevantmarketdatatodevelopaccurateprofilesofbuyers–tofindthecommonground（andsymbols）forcommunication.

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。

6．Attitudesmustbeeithercapitalizedonorchanged.Toadvertisers,gainingpositiveconsumerattitudesiscriticaltosuccess.

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,entertainingadvertisingcanenhanceinterestinthebrandandreducethevariety-seekingtendenciesofconsumerswhobecomeboredwithusingthesameoldproduct.

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。

8．Whenchoosinganopinionleaderasaspokespersonforacompanyorproduct,advertisersmustunderstandthecompany’stargetmarketthoroughly.

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。

3.2AdvertisingBudget

Questions:

1.Whatistheruleofmakingadvertisingbudget?

Fitthestrategicobjectiveofthecompany:

Themostimportantinallmarketingbudget;

Influencetheultimateallocationoffunds.

Presentsomeconvincingevidencebesidesthebudgetproposal

2.Whatarethemethodsfortheadvertisingbudget.

Thepercentage-of-salesapproach

Thepercentage-of-profitapproach

Theobjectivemethod

Theunitofsalemethod

Theshare-of-marketmethod

Thecompetitiveparitymethod

3.Howtousethepercentage-of-salesapproach?

Definethesalesasabasis:

Thesalesoflastyear;theexpectedsalesofthisyear

Determinethepercentage:

Averagepercentageoftheindustry

Moreaccuratepercentagebasedonexperience

Allocatethefundsforadvertisingbycalculation

4.Whatarethetwoproblemsofthisapproach?

Difficulttodeterminepercentage;

Againstthemarketingprinciple

5.Whatistheshare-of-marketmethod?

Basis:

thecompany’smarketshare

thecompany’smarketshare:

Thewholemarket

theadvertisingdollarsofthewholeindustry

Purpose:

tokeepashareofadvertisingsomewhataheadofitsmarketshare.

Esp.first2years,oneandahalftimesthebrand’stargetedshareofthemarket.

6.Whatistheobjectivemethod?

Taskmethod:

definingobjectives

Determiningstrategy

Estimatingcost

Commonexpressions（英译汉）:

Advertisingexpenditure广告开支

Percentage-of-salesmethod销售额百分比法

Percentage-of-profitmethod利润百分比法

Unit-of-salemethod销售单位法

Competitiveparitymethod竞争对抗法

Share-of-marketmethod市场占有率法

Objectivemethod目标法

Fundallocation资金分配

Popularmethod常用方法

Industryaverage行业平均值

Bottomline利润

Expectedresult预期的效果

Interpersonalinfluence人际影响

personneldepartment人事部

Organizationbuyer集团买主

Purchaseintent购买意向

Psychologicalscreen心理屏障

Referencegroup参考群体

Relationshipmarketing关系营销

Resellermarket经销商市场

Repeatpurchase重复购买

Selectiveperception选择性理解

Top-downmarketingplan从上到下的营销计划

Pullstrategy拉的策略

Pushstrategy推的策略

Purchaseoccasion购买时机

SICcodes标准工业分类代码

Telemarketing电话营销

Usagerate使用率

Userstatus使用身份

Translation:

1．Whencreatingadsforforeignconsumption,marketersmustconsidermanyenvironmentalfactors:

culturaltrends,socialnorms,changingfads,marketdynamics,productneeds,andmediachannels.

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。

2．Theadvertisingmanagermustdeterminewhattasksadvertisingcantakeon,whatstrengthsandopportunitiescanbeleveraged,whatweaknessesandthreatsneedtobeaddressed?

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？