工商管理专业英语unit20
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Business School of Nankai University
text
• No sooner had they named the product than they ran an ad to tell people about it and where they could get it. Within a year, as more soda fountains began to sell the product, handpainted oilcloth signs with “Coca-Cola” began to appear, attached to store awnings. Then the word “Drink” was added to inform passersby that the product was soda fountain beverage. Here we see another function of advertising ------ to communicate information about the product, its features, and its location of sale. • In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve.
text
• Albert Lasker, who has been called the father of
modern advertising, said that advertising is “salesmanship in print.” That may well be. But he gave us that definition long before the advent of radio and television and at a time when the nature and scope of adverting were considerably different from what they are now. • Today, we all have strong concepts of what advertising is, and we also tent to have very strong opinions and prejudices about it. The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, and economic and social process, or and information and persuasion process, depending on the point of the view.
brand loyalty
Support that consumers always give to a certain brand because of their feelings of love and preference towards the brand.
Business School of Nankai University
target audience
A target audience is a group of viewers of different type of media. They are chosen by companies to reach with their commercial messages.
Business School of Nankai University
text
• In this text we shall use the following working definition of advertising: • Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. • Let’s take this definition apart and analyze its components. Advertising is directed to groups of people and is therefore nonpersonal in nature. The group might be teenagers who enjoy rock music or men and women who watch soap operas or sporting events. But it is not personal or face-to-face communication. • Most advertising is paid for by sponsors. General Motors, K mart or Panasonic pay for the advertisement we read, hear and see. But some advertisements are not paid for by their sponsors. The American Red Cross, United Way and American Caner Society are only three of hundreds of organizations whose messages are customarily presented at no charge as a public service
Unit 20 Functions of Advertising
作者 南开大学商学院 李桂华
Business School of Nankai University
Βιβλιοθήκη Baidu
Glossary
• salesmanship: n. the art of selling products or services to people. 推销术 • nonpersonal: adj. Not relating to people. 非人员的 • communication: n. the process of giving information or making emotions or ideas known to someone. 传播，沟通 • sponsor: n. a person or business that pays money to support an event, radio or television program as a way to advertise their products or services. 广告赞助商 • media: n. a way of communicating information and ideas, especially to a lot of people. 媒介 • direct mail: n. advertisements delivered directly to target audience by mails. 直接邮递广告
Business School of Nankai University
text
• Most advertising reaches us through the mass media-----that is, billboards, newspapers, magazines, radio, and television. But much advertising also reached us through direct mail. Some advertising even reaches us through flyers hung on our doorknobs or placed under our windshield wiper at the shopping center. It seems to us that we are now living in a world of advertising, but what are the major functions of advertising? • As soon as Dr. Pemberton had developed his new drink, he and his partner, Frank M. Robinson, came up with a name for it. They also decided to write the name in a unique way, using the flowing Spenserian script of the day. Later the name and script were trademarked with the U.S. Patent Office to ensure their sole usage by the Coca-Cola Company in its advertising and packaging. This demonstrates perhaps the most basic function of advertising ---- to identify products and differentiate them from others.
Business School of Nankai University
Key Terms and Concepts
promotion campaign
A promotion campaign is an integrated marketing communication activity, usually involves various types of promotion tools, to
Business School of Nankai University
Glossary
• flyer: n. an advertisement that is printed on a sheet of paper and given to people. 广告传单 • Spenserian: 一种西文字体，花体。 • awning: n. a sheet of cloth hung above a window or door as protection against rain or sun, especially outside a shop. 遮阳 （雨）蓬 • coupons: n. a ticket that allows you to buy something at a reduced price. 折扣券 • imitator: n. a business that copy other’s products or ideas. 模 仿者 • contour: n. the shape of the outside edge of something. 轮廓， 外型 • cutlery: n. the knives, forks and spoons that people use for eating food. 刀、叉等西餐餐具 • preference: n. a feeling of liking or wanting someone or something more than someone or something else. 偏好
promotion mix
The promotion mix refers to a group of promotion tools known as advertising, sales promotion, personal selling and public relation that companies use to win acceptance of the company’s products, services, or ideas.
text
• No sooner had they named the product than they ran an ad to tell people about it and where they could get it. Within a year, as more soda fountains began to sell the product, handpainted oilcloth signs with “Coca-Cola” began to appear, attached to store awnings. Then the word “Drink” was added to inform passersby that the product was soda fountain beverage. Here we see another function of advertising ------ to communicate information about the product, its features, and its location of sale. • In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve.
text
• Albert Lasker, who has been called the father of
modern advertising, said that advertising is “salesmanship in print.” That may well be. But he gave us that definition long before the advent of radio and television and at a time when the nature and scope of adverting were considerably different from what they are now. • Today, we all have strong concepts of what advertising is, and we also tent to have very strong opinions and prejudices about it. The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, and economic and social process, or and information and persuasion process, depending on the point of the view.
brand loyalty
Support that consumers always give to a certain brand because of their feelings of love and preference towards the brand.
Business School of Nankai University
target audience
A target audience is a group of viewers of different type of media. They are chosen by companies to reach with their commercial messages.
Business School of Nankai University
text
• In this text we shall use the following working definition of advertising: • Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. • Let’s take this definition apart and analyze its components. Advertising is directed to groups of people and is therefore nonpersonal in nature. The group might be teenagers who enjoy rock music or men and women who watch soap operas or sporting events. But it is not personal or face-to-face communication. • Most advertising is paid for by sponsors. General Motors, K mart or Panasonic pay for the advertisement we read, hear and see. But some advertisements are not paid for by their sponsors. The American Red Cross, United Way and American Caner Society are only three of hundreds of organizations whose messages are customarily presented at no charge as a public service
Unit 20 Functions of Advertising
作者 南开大学商学院 李桂华
Business School of Nankai University
Βιβλιοθήκη Baidu
Glossary
• salesmanship: n. the art of selling products or services to people. 推销术 • nonpersonal: adj. Not relating to people. 非人员的 • communication: n. the process of giving information or making emotions or ideas known to someone. 传播，沟通 • sponsor: n. a person or business that pays money to support an event, radio or television program as a way to advertise their products or services. 广告赞助商 • media: n. a way of communicating information and ideas, especially to a lot of people. 媒介 • direct mail: n. advertisements delivered directly to target audience by mails. 直接邮递广告
Business School of Nankai University
text
• Most advertising reaches us through the mass media-----that is, billboards, newspapers, magazines, radio, and television. But much advertising also reached us through direct mail. Some advertising even reaches us through flyers hung on our doorknobs or placed under our windshield wiper at the shopping center. It seems to us that we are now living in a world of advertising, but what are the major functions of advertising? • As soon as Dr. Pemberton had developed his new drink, he and his partner, Frank M. Robinson, came up with a name for it. They also decided to write the name in a unique way, using the flowing Spenserian script of the day. Later the name and script were trademarked with the U.S. Patent Office to ensure their sole usage by the Coca-Cola Company in its advertising and packaging. This demonstrates perhaps the most basic function of advertising ---- to identify products and differentiate them from others.
Business School of Nankai University
Key Terms and Concepts
promotion campaign
A promotion campaign is an integrated marketing communication activity, usually involves various types of promotion tools, to
Business School of Nankai University
Glossary
• flyer: n. an advertisement that is printed on a sheet of paper and given to people. 广告传单 • Spenserian: 一种西文字体，花体。 • awning: n. a sheet of cloth hung above a window or door as protection against rain or sun, especially outside a shop. 遮阳 （雨）蓬 • coupons: n. a ticket that allows you to buy something at a reduced price. 折扣券 • imitator: n. a business that copy other’s products or ideas. 模 仿者 • contour: n. the shape of the outside edge of something. 轮廓， 外型 • cutlery: n. the knives, forks and spoons that people use for eating food. 刀、叉等西餐餐具 • preference: n. a feeling of liking or wanting someone or something more than someone or something else. 偏好
promotion mix
The promotion mix refers to a group of promotion tools known as advertising, sales promotion, personal selling and public relation that companies use to win acceptance of the company’s products, services, or ideas.