广告专业英语课后题及答案doc.docx

1、广告专业英语课后题及答案docChapter 1 Fundamentals of Advertising Definition of Advertising1)Whafs the definition about “advertising”？American Heritage Dictionary: The activity of attracting public attention to a product or business, as by paid announcements in print or on the air.Another one: Advertising is a n

2、on-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas through various media.Five components: non-personalcommunication of informationpaid forpersuasivevarious media2)How can you categorize advertising in academy?Criteria: targe

3、t audience: consumer advertising (direct user, end user)Business advertising (professional journal, direct mailing)Target area: local advertisingNational advertisingInternational advertisingMedia: print advertisingElectronic advertisingOut-of-home advertising (Transit advertising)Purpose: commercial

4、 advertisingNoncommercial advertising( public interestsadvertising)2. Common Expressions:Advertising广告，广告业，广告活动Advertisement 广告Advertising audience 广告的受众 consumer advertising 消费者广告 Business advertising 企业广告local advertising 地方广告National advertising 全国厂告International advertising 全球告 print advertising

5、 印 刷广告Electronic advertising 电子广告Out-of-home advertising 户夕卜广告Transit advertising交通广告,移动广告commercial advertising 商业广告，盈利广告Noncommercial advertising 非盈利广告3.英汉互译练习: We may define advertising as a communication process, a marketing process, a public relations process, or a persuasion process.我们可以把广告定义为

6、沟通过程、营销过程、公关过程、劝说过 程。In addition to promotion tangible goods such as detergents and soft drinks, advertising also help publicize the intangible services of bankers, 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。Most advertising is directed to the general public.大多数广告的对象是公众。Advertising is to

7、be paid for. 广告是要付费的。Word-of-mouth publication isnt advertising.口碑宣传不是广告。The vast majority of advertising is intended to be persuasive. 绝大多数广告是劝说性的。Ideas can also be advertised.观念也可以广告Advertising reaches us through a channel of communication referred to as a medium.广告是通过一种叫做“媒介”的传递渠道传播给我们的。Mass medi

8、a are the most common advertising channel.大众传播媒介是最常见的广告渠道(vehicle) Functions of Advertising:1.Questions:1)Does advertising increase the prices?Its not true.i.Without advertising, people also buy unnecessary things, even though sometimes advertising does influence the human demand.ii.advertising econ

9、omy of scalereduce the price.2)Whats the functions of advertising?(1)Advertisingstimulate the consumers demandincrease demand and export of a country(2)advertising economy of scalereduce the price(3)the unit cost of advertising is lower than personal selling, pyramid selling and others.(4)advertisin

10、g business cycle. During a recessionmaintain advertising scaleperform better afterward.(5)advertising survival and development of the business by create the product and corporate identities, realize the differentiation strategy, build the consumers brand preference and loyalty, increase the value of

11、 the product, win the confidence of consumer.3)What are the problems of pyramid selling?The higher sales cost.Only the persons highest up the pyramid only receive most, while the bottoms receive very little.Its prohibited by law in America.2.Common Expressions:Corporate image, CI 公司形象Economy of scal

12、e 规模经济Business cycle商业周期Brand preference品牌偏好Brand loyalty品牌忠诚Human demand个人需求Publicize宣传Advertising cost广告成本，广告花费personal selling人员推销方式the unit cost of advertising 广告的单位成本prospects潜在顾客pyramid selling传销recession萧条，后退create the product and corporate identities 树立产品和企业形象realize the differentiation stra

13、tegy 实现差异化战略build the consumers brand preference and loyalty 培养消费者品牌偏好和忠诚increasing the value of the product. 提升产品价值win the confidence of the consumer 赢得消费者信任build the brand树立品牌increase the value of its goodwill 提高信誉3.英汉互译练习： Considering its functions, its worthwhile to run an ad to publicize iton B

14、eijing Youth Daily.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。Advertising is an effective marketing tool.广告是一种有效的营销工具。Undoubtedly, advertising helps identify products.毫无疑问，广告有助于产品识别。Another function of advertising is to communicate information about the product and its features.广告的另一功能是传递产品信息、宣传产品特性。The ad pers

15、uades and induces the people to try the new product.广告劝诱人们尝试新产品。Advertising stimulates the demand for the product.广告对产品需求有刺激作用。It is true that advertising has some influence upon the competition pattern.不错，广告对竞争格局有影响。Advertisings effect on the value of the product is quite obvious.广告对产品价值的影响是非常明显的。 advertising industry:Dialogue 1:1.Questions:1)Whats the change in advertising industry since 1990s?Changed plan of budget allocations: more on sales promotions and event sponsorships, l