chapter 1A What is advertising

INTEGRATED MARKETING COMMUNICATION REVIEWERBy Archie AlvarezSubject : Integrated Marketing CommunicationsBook: Integrated Marketing Communications: 2002Author: David Pickton & Amanda BroderickSECTION 1: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONSCHAPTER 1: What is Marketing CommunicationA.What is marketing communications: The Wheelof IMCB.Target AudiencesC.The Marketing Communication Process:D.Integrated Marketing Communication: The IMCPlanning ProcessCHAPTER 2: Image & Brand ManagementA.What is Image and Brand ManagementB.Branding and BrandsC.Corporate, product and own label brandingD.The Components of a brandE.The Benefits of brandingF.Managing the brandsCHAPTER 3: Customer Contact ManagementA.What is Customer Contact ManagementB.Database MarketingC.Electronic Marketing and TelemarketingD.Strategic Implications of customer contactmanagementCHAPTER 4: What is Integrated Marketing CommunicationsA.What is Integrated Marketing CommunicationsB.Definitions and key features of integratedmarketing communicationsC.Benefits of integrated marketing communicationsD.The 4E‟s and 4C‟s of integrated marketingcommunicationsCHAPTER 5: The Development of Integrated Marketing CommunicationA.Factors encouraging IMCB.Barriers against IMCCHAPTER 6: Measuring Integrated Marketing CommunicationsA.Levels of IMCB.Continuum of IMCC.Dimension of IMCD.Marketing communication …quality o integration‟assessment profile.SECTION 2: THE INTEGRATED MARKETING COMMUNICATION PROCESS CHAPTER 7: The changing marketing communications environmentA.The Macro and Micro EnvironmentB.Analysis of the macro environmentC.Overview of selected macro environmentalchanges affecting marketing communicationsD.Players in the marketing communicationsindustryE.The marketing communicationsmicroenvironment:CHAPTER 8: The International context of marketing communicationsA.The Importance of international marketingB.The international dimension of the marketingcommunications environmentC.Standardization versus adaptations of marketingcommunicationsD.Strategic responses to the standardizationquestionE.The impact of the international context onmarketing communicationsCHAPTER 9: Regulation and EthicsA.Need for Regulation and controlB.Forms of regulations and controlC.Legal regulation and controlD.Self-regulation and controlE.An international comparison of approaches toself regulationF. A final word on ethical considerations CHAPTER 10: Creating shared Meaning in Marketing CommunicationsA.An introduction to the communications loopB.The use of signs in encoding and decodingcommunicationsC.How is meaning createdD.Sender credibilityE.Likeability of a communication:F.Modeling in marketing communications CHAPTER 11: Media – the carriers of the messageA.Media – what is it? Extending the popular viewB.Central role of mediaC.The media and the promotional mixD. A few words about …word of mouth‟E.Media classes and media vehiclesF.The marketing mix as marketing communicationsG.Characteristics of the mediaH.Media growthI.Media effect – the media as relationship builders CHAPTER 12: The New MediaA.What is meant by the …the new media‟B.Cyber marketingC.The use of multimedia in marketingcommunicationsD.The Internet and the Word Wide WebE.Marketing communications on the internet andthe World Wide WebF.Digital and interactive televisionG.CD-ROM / DVDCHAPTER 13: Theories and models of buyer behaviorA.Alternative paradigms of buyer behaviorB.Stages in decision making processC.Pre-purchase and purchaseD.Post-Purchase evaluationsE.Product disposalF.The Role of marketing communications in buyingbehaviorG.Theories of marketing communications CHAPTER 14: Looking at the individualrmation processingB.AttentionC.Interpretations of messagesD.Experience, learning and the role of memoryE.Attitude formation, change and its effects onbehaviorSECTION 3: MANAGING INTEGRATED MARKETING COMMUNICATION PLANNINGCHAPTER 15: Organization implications of IMCA.The organization taskB.Marketing communications are fragmentedanization of whatD.Who should be organized for IMCanizations barriers to integrationsanizing for IMCG.The Role and Importance of the database in IMC CHAPTER 16: Agency OperationsA.The changing situationB.The need for agencies: agency rolesC.Types of agenciesD.The International dimensionE.The agency selection processF.Agency remunerationsG.Managing the client-agency relationship CHAPTER 17: Marketing Communications planning and plansA.Planning for IMCB.The Planning Process; establishes objectives,strategy, and tacticsC.The marketing communications planD.Campaign management CHAPTER 18: Analysis of IMC decision makingA.The role of research in IMCB.The use of research in IMCC.Types of market researchD.Issues in data collectionE.Market monitoringF.Media measurementG.Test MarketingH.Perceptual MappingCHAPTER 19: Evaluating the Marketing communications campaignA.Why evaluate the marketing communicationscampaignB.Evaluation issues for the marketingcommunications campaignC.Effectiveness efficiency and economyD.Evaluations before, during and after thecampaignE.Evaluation of specific campaign elementsF.Evaluating the marketing communicationsplanning processCHAPTER 20: Segmentation and target marketsA.The decline of mass marketingB.Market segmentationsC.Types of segmentationsmercially available segmentationclassificationsing segmentation for marketingcommunicationsCHAPTER 21: Setting Objectives – determining strategy and tacticsA.The relationship between objectives, strategy,and tactics:B.Level of objectives and strategiesC.Setting ObjectivesD.Determining strategyE.Strategic and tactical use of the marketingcommunications mixCHAPTER 22: Setting BudgetsA.Budgets, the resource and the constraintB.Setting the budgetC.Marketing communications expenditure andsales effectsD.Budgeting in practiceanizational characteristicsSECTION 4: THE INTEGRATED MARKETING COMMUNICATION MIXCHAPTER 23: AdvertisingA.What is advertising?B.Benefits and Role of advertisingC.Does advertising work – three conceptsD.Advertising – a strong force or weak forceE.Salience and USPF.Cognitive – affective - cognitive responsesG.General theory of advertising vs. situationspecific theory of advertisingH.Types of advertisementsI.Producing advertisements that work CHAPTER 24: Public RelationsA.What is Public RelationsB.Defining Public RelationsC.Public Relations & MarketingD.Marketing Public Relations (MPR)E.Scope of Marketing Public RelationsF.Marketing Public relations audiencesG.Implementing Marketing public relationsH.Advantages and limitations of marketing publicrelationsI.Measuring and effectiveness of marketing publicrelationsCHAPTER 25: SponsorshipA.Reasons for growth of sponsorshipB.What is sponsorshipC.Forms and levels of sponsorshipD.The benefits and roles of sponsorshipE.The strategic nature of sponsorshipF.Integrating sponsorship into the marketing mixG.Too much sponsorship?H.Sponsorship developmentsI.Ethical issuesCHAPTER 26: Sales promotion, merchandising and point of saleA.Growth and importance of sales promotionsB.Reasons for growthC.Defining sales promotion, merchandising, andpoint of salesD.Strategic and tactical use of sales promotionsE.Sales Promotions ObjectivesF.Sales Promotions activitiesG.Evaluation sales promotions – prior to the start ofsales promotionCHAPTER 27: Personal selling and sales managementA.Importance of personal selling within IMCB.The changing role of personal selling and salesmanagementC.Sales force structureD.Selling and negotiationsE.Key account managementF.Agent and distributor sales managementG.Selling by phoneH.Sales force motivations –the negative role ofcommissionsI.Sales StrategyJ.Marketing communications and increasing points of customer contactCHAPTER 28: Direct marketing communicationsA.What is direct marketing communicationsB.Offers and incentives in direct marketingcommunicationsC.Media in direct marketing communicationsD.Creative approaches to direct marketingcommunicationsE.Testing and measurement in direct marketingcommunicationsCHAPTER 29: PackagingA.The visual identity of the productB.The components of a packageC.Utilizing packaging as a competitive advantageD.Packaging designCHAPTER 30: Exhibitions and trade showsA.Exhibitions in the marketing communications mixB.Reasons for exhibitingC.Visitor‟s views of exhibitionsD.Planning and evaluating exhibitions SECTION 5: IMPLEMENTATION ASPECTS OF INTEGRATED MARKETING COMMUNICATION CHAPTER 31: Creative ImplementationsA.Creativity and IMCB.Creative guidelinesC.The role of creative briefs and briefingD.Developing ideas – the creative processE.Creative strategies – appeals and executionsF.Creative tacticsG.Assessing creative ideasCHAPTER 32: Media Implementationsing marketing communications mediaB.The media implementations cycleCHAPTER 33: Product ImplementationA.An introduction to broadcast and printproductionsB.Print planning and schedulingC.The reproduction processD.Artwork and film assemblyE.Proofing systems and techniquesF.Printing ProcessG.Printing specificationsH.FinishingSECTION 1: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONSCHAPTER 1: What is Marketing CommunicationA.What is marketing communications: all the promotional elements of the marketing mix which involve the communications between an organizationand its target audiences on all matters that affect marketing performance.B.The Wheel of IMC (refer to the book for the graph)1. A simple classification of the marketing communication process is: Public Relations, Advertising, Sales Promotions, and Personal Selling.However they may overlap.2.The center of the Wheel of IMC represents the use of information for planning, decisions making, and control purposes.3.Customer Contact Management: involve the personal communication between organization and its audiences. ex.: personal selling4.Image and Brand Management:involves the “non-personal” communication between organizations and its audiences. Ex: advertisingand public relationsC. Target Audiences1.Target market refers to describe customers and consumers who will buy the product∙It can be end users or buyers (selling to other businesses)2.Target audiences are the target market and also the people who will influence the target market in their purchasing decision. These areknown as Decisions making unit (DMU)3.Each target audience will be treated differently4.Once the target audience is selected, decisions will be made to which commutation tools will be used.E.The Marketing Communication Process:1.The Communication Process – the basis for the book∙Sender: originator of the message∙Message: the actual information∙Media: are the vehicles or channels used to communicate the message∙Receiver: is the person who receives the message.2.The Marketing Communications Process: two ex tra elements∙Marketing Communications contex t: the macro and micro environment which the communications takes place∙Communications Loop: the two way nature of communications and the problems of encoding, decoding, and noise.o One-way Communicationso Two way asymmetric Communicationso Two-way symmetric communications.F.Integrated Marketing Communication:the concept under which a company carefully integrates and co-ordinates its many communicationschannels to deliver a clear, consistent and compelling message about the organizations and its products.G.The IMC Planning Process1.Planning2.Decisions3.ActionsCHAPTER 2: Image & Brand ManagementA.What is Image and Brand Management1.The strategic and tactical tasks involved in the management of positive, …non-personal communications between an organizations and itsaudiences.2.Four Key objectivesa.to understand what the organizations brand compromisesb.to communicate the brand to channel intermediaries, consumers, and other target audiencesc.to manage brands through their life cycled.to enhance equity.B.Branding and Brandsa.Branding: strategy to differentiate products and companies and to build economic value for both the consumer and the brand owner.∙Values generated in the minds of people as a consequence of the sum total of marketing communications effortb.Brand: is the totality of what the consumer takes into consideration before making a purchase decision∙ A set of attributes, that have a meaning, an image and produce associations with the product when a person is considering tha t brand of productsC.Corporate, product and own label brandinga.Branding Strategies∙Corporate umbrella branding∙Family umbrella branding∙Range branding∙Individual brandingb.Three Concepts∙Corporate personality: it‟s who the organization is. Referred to as compan y culture∙Corporate identity: how the corporate personality is projected or communicated∙Corporate image: the impression created by the corporate identityc.Corporate Identity programsd.Branding and Customer Contact Managemente.Own-Label branding∙Product that carry the names of their resellers∙Higher profit margins, develop distinct corporate identity, differentiated product offerings∙Six Main types of own label brandingo Own label using a different nameo Own labels using the resellers own name: ex: SM Bonuso Super own labelso Exclusive own labelso Genericso Surrogate own labelsD.The Components of a Branda.Brand Nameb.Brand Logoc.Brand Identity ManualE.The Benefits of Brandinga.For Consumer∙Identifications: simplifies decision making process∙Risk assessment: a guarantee of consistent quality∙Representation: embodies what the individual stand forb.For Brand Owner∙Price premium: increase profit margins∙Brand Loyalty: reduced threat of price war∙Growth: new product development∙Barriers to Entry: competitors find it harder to take market share∙Legal device: protection from counterfeiting and …me to‟ entries.F.Brand Equity: the strength, the currency and value of the brand - the description, and assessment of the appeal, of a brand to all the targetaudiences who interact with it.a.Measuring Brand Equityb.Brand Description: The first major component:∙Brand Associations: overall associations for a brand∙Perceived Quality:∙Brand Values: the specific meaning of the brando Functional appeal: the communications of the brands specific attributes or benefitso Symbolic Appeal: the brand‟s appeal to consumers desire for self enhancemento Experiential appeal: the brands appeal to consumers sensory pleasurec.Brand Strength: the second major component∙Brand Awareness: Generating awarenesso Prompted awareness: recalls the brand only when suggestedo Unprompted awareness: top of mind.d.Brand Heritage: the corporate experience and reputations that a brand has acquired∙Brand Loyalty: the customers willingness to repeat purchasee.Brand Future: It reflects a br and‟s ability to survive future changes.G.Managing the brandsa.First, an understanding of the distinct capabilities that distinguish the brand from competition is necessary to ensure effec tivepositioningb.Second, to ensure that these brand values which have been identified as important and motivating to the target audiences arecommunicated effectively and efficiently.c.Third, to be able to manage the brand values over a period of time so that clear vision of the brands direction.CHAPTER 3: Customer Contact ManagementA.What is Customer Contact Management∙Customer contact management the coordination and management of activities involving personal communication between an organization and its customers and prospects. This personal communication may be in person, by mail, telephone, fax, e-mail, internetand other approaches such as video conferencing.∙Customer contact management in business to business marketing communicationB.Database Marketing is the use of accurate customer and prospect customer information, competitor information, market information and internalcompany information stored on a computer database to focus marketing activities towards markets.Three Components of database marketingputer aided sales support (CASS): direct access to the database via PCs or notebook computers whether office basedb.Direct Response marketing (DRM): involves the use of the database for campaigns using addressable communications (such asdirect mail, mail order, and telemarketing) to its targeted customers.c.Customer information and service (CIS): allows the customers to contact the organization quickly and easily.C.Electronic Marketing and TelemarketingD.Strategic Implications of customer contact management∙Integrations: how best to organize for marketing in terms of structure, systems, and budgets∙Reducing cost of sales and commission:∙Coverage and Limitations: serving existing and new customers∙Customer retention / relationship marketing: more information for the customer, new market entrants providing wider choice, and development of new channels means that the customer has more control.∙Extended communications options: allowing customers more choice over the means of contact and improving customer service, while reducing costsCHAPTER 4: What is Integrated Marketing CommunicationsA.What is Integrated Marketing Communications is a process which involves the management and organization of all agents in the analysis,planning implementations and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement, and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives∙All elements are integrated into a whole so they work in synergy to improve the effectiveness of total marketing communications effort.∙Each promotional element has its place.∙There can be different messages but has to be consistent.B.Definitions and key features of integrated marketing communications1.Clearly identified marketing communications objectives2.Planned approach3.Range of target audience4.Management of all forms of contact5.Effective management and integration of all promotional activities6.Incorporate all product/brand and corporate marketing communication efforts.7.Range of promotional tools8.Range of messages9.Range of Media.C.Benefits of integrated marketing communications1.Creative Integrity2.Consistent Messages3.Unbiased marketing communications4.Better use of media5.Greater marketing precision6.Operational efficiency7.Cost savings8.High-caliber consistent service9.Easier working relations10.Greater agency accountabilityD.The 4E‟s and 4C‟s of integrated marketing co mmunications1.4E‟sa.Economical – least cost in the use of financial and other resourcesb.Efficient – doing things rightc.Effective – doing right thingsd.Enhancing - improve2.4C‟sa.Coherence – logically connectedb.Consistency – not self-contradictoryc.Continuity – connected and consistency over timeplementary Communications – producing a balanced wholeCHAPTER 5: The Development of Integrated Marketing CommunicationA.Factors encouraging IMCck of growth in advertising expenditures2.Shrinking employee base3.New Promotional agencies setting up in competition with traditional advertising agencies4.Growth in media independents5.Clients moving to management consultants for strategic advice and planning6.Perceived competitive advantage and financial benefits of offering integrated services7.Growth in international communications8.Locus of retail power9.Recognitions of the need of a strategic view of marketing communications10.Technological advances especially database technology11.IMC to be perceived to provide ex tra benefits.B.Barriers against IMC1.Mind set2.Taxonomy and language3.Structure of organizations4.Elitism5.Magnitude of task6.Adequacy of budgets7.Manager ability8.Agency remuneration systems9.Dimensions of integrationsCHAPTER 6: Measuring Integrated Marketing CommunicationsA.Levels of IMC1.Skirmishes - Tactical2.Battles or campaigns – Strategic and tactical3.War – StrategicB.Continuum of IMC∙ A concept that emphasizes that integration of marketing communication occurs to different degrees, and that greater benefits accrue from greater integration∙The greater the degree of integration achieved, the greater the synergy and the greater the positive results.C.Dimension of IMC1.Promotional mix integration – integration of the elements of the promotion mix2.Promotional mix with marketing mix integrations – integration of the elements of the promotional mix with those of the marketing mix3.Creative integration – integrations of the creative theme, concepts, and messages across the myriad marketing communications activities.4.Intra-organizations – integrations of al the relevant internal organizations departments individuals and activist within an organizations5.Inter-organizational integrations –integrations with and external organizations involved in marketing communications on behalf of theorganizationsrmation and database systems – the value of information for integrated marketing communications7.Integration of communication targeted towards internal and ex ternal audiences – a variety of audiences, publics, and stakeholders8.Integrations of c orporate and …unitized‟ communications – integrations of corporate and unitized communications9.Geographical integration – integration across national and international boundaries.D.Marketing communication …quality of integration‟ assessment profile.∙Measuring IMC is very difficult or even impossible∙The quality of integration of assessment profile comes close.∙It combines the …continuum of integrations and the dimensions of integration‟SECTION 2: THE INTEGRATED MARKETING COMMUNICATION PROCESSCHAPTER 7: The changing marketing communications environmentA.The Macro and Micro Environment:∙adapt constantly to the environmental changes – organizations need to adopt to the ever changing environment∙the environment provides the contact in which all marketing communications takes place∙it is this environment which has shaped the marketing communications industry and its operationsB.Analysis of the macro environment – PRESTCOM∙Overview of selected macro environmental changes affecting marketing communications∙Computer Technology∙Communications technology∙Fragmentations of media∙Social change∙Increased understanding and emphasis on market segmentations and targeting∙Changing role and expectation of marketing∙Industry structures∙Growth of service sector∙Manufacturing systems technology∙Changing national and international economies∙International competitions and markets∙Marketing communications industry structures, organization management, pay ment systems, client/agency relationships∙Marketing communications production technology∙Marketing communications industry regulationsC.Players in the marketing communications industry∙The target audience: all recipients of the marketing communicationsmessage∙The marketing communicator: sender of the message∙The agency: the intermediaries who help to create and produce marketingcommunication message∙The media owner: the organization that provides the medium which carries the message.D.The marketing communications microenvironment: every item of promotion is sensed - seen, heard,tasted, or smelt – in a contex t. Something else will always be happening at the same timeCHAPTER 8: The International context of marketing communicationsA.The Importance of international marketing: the market is unrestricted by national boundaries.∙domestic market saturation∙limits placed on domestic growth∙identification of growth niche opportunities in the international marketplace∙recognition of higher profits in the international marketplace is distribution across the international marketplace∙opportunities of buying power consolidation within the organizationB.The international dimension of the marketing communications environment1.Political; and regulatory environment: different countries have different ethical ideas and legislations on what type of pro ducts may beadvertised2.Economic Environment: the structure of financial institutions and the methods of payment available can have an impact not only onbusiness transactions, but also on the degree of standardization of the marketing communication3.Social Environment4.Culture5.Sub-Culture:6.Country of origin influences, ethnocentrism and xenophilia7.Technological and competitive environmentanizational environment9.Market EnvironmentC.Standardization versus adaptations of marketing communications1.Standardization: the use of similar or identical marketing communication across countries2.Adaptations: Marketing communications messages and media that are changed from country to country to better suit the particularrequirements of individual markets.3.Advantages of standardized marketing communicationsa.Economies of scale in production and distributionsb.Lower costs as a result of reduction in planning and controlc.Abilities to exploit good ideas on a worldwide basis and introduce products quickly into various world mar ketsd. A consistent international brand and/or company imagee.Simplification of coordination and control of marketing communications programs4.Disadvantages of standardized marketing communicationsa.Few products lend themselves to global marketing communicationb.Differences in culture, m arket, economic, etc…c.Increasing cultural diversityd.Potential of alienating consumers5.When standardization is appropriate.a.Brand that can be adapted for a visual appeal, avoiding the problems of trying to translate words into dozens of languagesb.Brands that are promoted with image campaigns that play to universal appeals such as sex or wealthc.High tech products and new products coming to the world for the first time, not steeped in the cultural heritage of the countryd.Products with nationalistic flavor of the county has a reputation in the fielde.Products that appeal to a market segment withuniversally similar tastes, interests, needs and activitiesD.Strategic responses to the standardization question1. A global strategy2. A global niche strategy3. A multinational strategy4. A customization strategy。

⼤学英语UnitAdvertisingpptUnit 14 AdvertisingPart ACommunicative Function Agreement or DisagreementListen to the conversations, paying attention to the ways people agree and disagree with the opinions expressed. Decide whether the second speaker agrees or disagrees with the first speaker.1. a. Agree b. Disagree2. a. Agree b. Disagree3. a. Agree b. Disagree4. a. Agree b. Disagree5. a. Agree b. Disagree6. a. Agree b. Disagree7. a. Agree b. Disagree8. a. Agree b. DisagreeScript1. --Do you think we should put an ad in the newspaper to sell our apartment?--Sure, why not?2. --Campus Daily isn't very interesting this week.--You can say that again.3. --I hear putting an ad in a newspaper costs a lot of money.--It depends.4. --In my opinion watching so many TV ads is a waste of time.--I couldn't agree with you less.5. --You don't care for commercials on TV, do you?--I'll say I don't.6. --Didn't you think the movie we saw last night was fascinating?--I wouldn't say that.7. --There'll be a football match between England and France on Channel 10 tonight.--Are you absolutely sure?8. --The design of the movie ads appeals to me very much.--You said it.Listening StrategyListen to the short conversations and choose the right answers to the questions you hear. Example: --You like to go shopping in the supermarket, don't you?--Yes, it's so convenient. Besides, things are cheaper.Q: Does the woman enjoy shopping in the supermarket?a. Yesb. No1. a. Yes b. No2. a. Yes b. No3. a. Yes b. No4. a. Yes b. No5. a. Yes b. No6. a. Yes b. No7. a. Yes b. No8. a. Yes b. NoScript1. --How do you like our campus, John?--Well, it's very large but it's not clean enough.Q: Does John have a favorable opinion of the campus?2. --How do you like your English teacher, Li Ming?--She's very strict and her classes are always well-organized. Besides, she often givesup her free time for her students.Q: Does Li Ming like her English teacher?3. --How did you enjoy your vacation, Jack?--Although it was short, I visited many museums and art galleries.Q: Did Jack enjoy his vacation?4. --Michael, everybody says Professor Fall is a boring teacher. What do you think?--Everyone falls asleep in his class. And he's hard to talk to.Q: Is Professor Fall popular among his students?5. --What's your impression of New York, Barbara?--I really like the stores and the museums appeal to me, too.Q: Does Barbara like New York very much?6. --Do you like living on campus?--I think so. But sometimes the dorm is so noisy that I can't get anything done.Q: Does the woman have a completely favorable opinion of living on campus? 7. --Do you think you will major in medicine, Mary?--I think being a doctor means a lot of study and then working all sorts of hours.Q: Does Mary want to major in medicine?8. --How do you like living with your roommates?--Well, sometimes it's hard to share a room with others but you get along with yourroommates by compromising.Q: Does the woman get along with her roommates?Part BListening TasksA ConversationPlacing an AdScriptPlacing an Ad(Ring …Ring … Sound of phone being picked up)John: Hello, Campus Daily, advertising department. This is John speaking.Maggie: Hi. I'm calling to place a couple of ads.J ohn: Sure. Under what classification?Maggie: Well, I'd like one in the "Roommates Wanted" section.J ohn: All right. And how would you like your ad to read?Maggie: It should read "Female roommate wanted for pleasant, sunny two-bedroom apartment on Fifth Avenue, three blocks from campus. Share rent and utilities. AvailableSeptember first. Call between 5 and 9 p.m. and ask for Maggie."John: Fine. And what about your other ad?Maggie: That one I'd like under "Merchandise for Sale", and I'd like it to read "Matching blue sofa and easy chair for sale, excellent condition, $350 or best offer. Call between 5 and9 p.m. and ask for Maggie." Did you get all that?J ohn: Uh, huh. You'll want your phone number on these, right?Maggie: Oh sure. Thanks for reminding me. It's 555-6792.John: And how long do you want these ads to run?Maggie: For a week, I guess. How much would that be?John: Let's see—it's $8 a week per line. Your two ads will both take up three lines, so that's $24 per ad.Maggie: All right.the paper.Exercise 1: Listening for general understandingListen to the recording once and choose the right answers to the questions you hear.1. Who are the two speakers in the telephone conversation?a. A newspaperman and a reader.b. An advertising agent and a client.c. A real estate agent and a tenant.d. A shop assistant and a customer.2. What is Maggie doing in the conversation?a. She is applying to work for a newspaper.b. She is trying to sell her apartment through a local newspaper.c. She is running the ads column of a campus newspaper.d. She is having two ads run in a school newspaper.3. What can you infer about Maggie?a. She will graduate soon.b. She feels lonely living in an apartment all by herself.c. She will move out of a two-bedroom apartment.d. She might be unable to afford a two-bedroom apartment alone.Exercise 2: Listening for detailsListen to the recording once again and fill in the blanks with the missing information.Part CAdditional ListeningA Passage Different Kinds of AdvertisingListen to the passage and fill in the blanks with the missing information.ScriptDifferent Kinds of AdvertisingAdvertising is an important part of marketing. Very few companies are able to sell a product without advertising. It is possible, but very unlikely. There are many different kinds of advertising. The simplest is called promotion. Promotion is using brochures or pamphlets to advertise. Theses can be handed to people on the street or they can be mailed. If they are mailed, it is called direct mail advertising. After direct mail advertising, there are: newspaper advertising, radio advertising, magazine advertising and television advertising. Newspaper advertising is the cheapest kind, while television is the most expensive. Television ads are generally used by large companies selling a product to a large market segment. Television advertising can be very successful because it reaches such a large audience. Small companies may find television advertising too expensive, so they often use newspapers to advertise. However, large companies also like newspapers because of their wide circulation.Part DTest Your ListeningA Compound DictationListen to the passage three times and supply the missing information.Advertising is an important part of the free enterprise 1) system. This is because different businesses are 2) competing for the same market. For this reason, they buy advertising 3) space in newspapers or magazines and advertising time on radio or TV. They each hope that advertisements will increase 4) demand for their products.In order to do well in the market, advertisers need to decide on a target; in other words, who are possible 5) buyers for their product? For example, what is the age and sex of their target group? How much education do they have? What are theirpolitical 6) beliefs and values? How much money do they make? Some companies such as McDonald’s target various groups, so they have many different ads—one for 7) teenagers, one for families and several in different languages.8) After advertisers decide on who, they need to determine where. What is a good place for their advertisement? Sellers of toys often advertise during children’s TV programs on Saturday morning. Sellers of expensive clothing advertise in V ogue and other fashion magazines.9) Advertisers also need to think about people’s motivation—their reasons for buying something. What makes people buy one product but not another? There are many possible reasons: health, profit, love, entertainment, etc. A study of advertising can also be a study of psychology. 10) When we think about the products that people buy, we learn about their needs, wants, fears, and values.。

《广告学概论》（双语）课程介绍主讲薛敏芝●课程简介：Having followed this course, students should understand the marketing process , communication theory and basic principles of advertising. They should make an understanding of how to make an effective advertising plan.The emphasis of this subject will be on the role of advertising from integrated marketing communication(IMC) perspective. The fully understand advertising and its role in the contemporary marketing mix , attention must be given to other areas like direct marketing, public relation, sales promotion ,event and outdoor advertising and like, particularly from within the context the increase role of advertisers organizations in the contemporary marketing communication environment.通过本课程的学习，学生能够掌握广告的基本原理，了解广告学理论与市场营销和传播理论的关联性，同时对于广告运作的基本流程有所了解。

本课程还将重点讲述广告在整合营销传播中的地位和作用，使学生能充分理解广告在现代营销中所承担的角色。

Chapter 1二、短语翻译。

英翻汉Sluggish economy 萧条的经济Full employment 充分就业Trade deficit 贸易赤字in-depth analysis 深入的分析Industrialized countries 工业化free-trade agreement 自由贸易协定international specialization国际专业化product differentiation 产品差别trade surplus 贸易盈余determinative factor 决定性因素三、汉翻英经济双赢economic win-win 关税壁垒tariff barrier收入不平等wage inequality 劳动生产率labor productivity解雇工人lay off works 生产要素factor of production双边协议bilateral deal 回归分析regression analysis市场准入market access 世界经济复world economic recovery四. Translation1. The monitoring system will finally substitute the US Government’s cap on cigar imports from Cuba.2. The quarrel between Mexico and the US will be no avail and it may disrupt the lifting of the agricultural tariffs under the North American Free Trade Agreement.3. An economic cooperation business forum, which will discusshow to minimize the negative impact of global economic imbalance adjustment on China, will take place shortly before the ministerial conference.4. Few Americans attribute this to such obvious causes as a devalued dollar or business cycle.5. Recent research has shed light on the fact that there are heavy financial and political costs associated with the measures necessary to reduce the emission of greenhouse gases.6. There are rumors that the government struck a private deal with the corporation’s chairman last month.7. The opposition is exerting pressure on the US government to change the policy towards textile imports.8. Since the establishment of the bilateral free-trade agreement, the emerging economy has always been at the forefront of science and technology.9. In general, floating exchange rates are supposed to insulate countries from persistent differences in inflation with their trading partners.10. According to conservative estimates, by 2010, China’s import and export volume with North America and the EU would surpass $400 billion respectively, with ten ASEAN countries exceeding $200 billion.五、完形填空1.manufacturingpetitive3.deficit4.budget5.expanding6.recovery7.revival8.emerging9.innovation 10.propertyChapter2二、consumer-goods 消费品discount retailers折扣零售商brand equity 品牌资产价值advertising budget 广告预算real-time sales data 实时销售数据sales promotion促销profit margin 盈利scanner data扫描数据三、汉翻英价格溢价price premium 基线销售base-line sales减价price reductions 广告支出advertising spending营销组合marketing mix 销量溢价quantity premium产品数量（种类）product-line variety 美元分配allocation of dollars四. 翻译1. The government has allocated $ 0.1billion to the development and utilization of renewable energy in the rural areas.2. We should not develop the Western region at the expense of environment. Therefore the government has been following a sustainable development road attaching equal importance toeconomic development and environment protection.3. As a big responsible nation, China will strictly be abide by the WTO rules and honor its commitments.4. The rapid growth in China’s grain production can be ascribed to the fact that the Chinese government has implemented a series of reform policy and measures in the rural areas, such as raising the prices of grain purchased by the state.5. In the globalization era, not all countries play on the level playground. Some developing countries have to adhere to some marketing principles, or even accede to the requests of some governments.6. Over the past year, the global investment demand was on the wane; the major world currencies suffered swift turbulence and some emerging markets underwent severe financial crisis.7. Networks fundamentally alter the nature of competition and level the playing field, especially for smaller business regardless of the barriers like time and distance.8. Through micro credit projects, with the credit available on demand, farmers are able to pay back both the principle and interest in time.9. China’s vigorous economic development is indicative of the fact that China has become one of the countries that enjoy the highesteconomic growth speed in the world.10. With the reform of the wholly state-owned commercial banks, when some qualified commercial banks seek listing in the stock market, others certainly will follow suit.五、完形填空1.blame2.damaged3.short-term4.building5.profiability6.arm7.boosts8.orientation9.moreover 10.loweringChapter3二. Privileged minority 享有特权的少数人Gas station加油站Marketing research 市场调查Professional competence 专业技能A sales point 卖点Product design 产品设计Potential consumer潜在顾客Business disaster 商业灾难三、汉翻英日常生活daily life 广告活动advertising campaigns物理特征physical characteristic 视觉想象visual imagination国媒体national media 销售增长sales increase销售渠道distribution system产品到导向型的广告product-orientated advertising四. 翻译1. Experts have attributed the main cause of the company’s poor performance to its poor HR functions, especially the appointmentof the senior management.2. British Airways intends to create a more flexible and modern corporate culture through the relocation3. Rumors about redundancy make the company at its worst in terms of morale ever since its foundation.4. After financial scandals, many companies can only resort to charity activities to improve their corporate image.5. Politicians should not engage in business affairs that might affect their political judgment.6. As a sleeping partner of the enterprise, he is entitled to share the profits, but is deprived of participating in its management.7. After watching this interview, she realizes how difficult it is to be a venture capitalist. For one thing, you need to have the money; for another, you need to have the insight to pick the right(promising) start-ups.8. T o enter a specific market, in addition to acquiring sufficient knowledge about our target customers, we also need to know about the local policies and abide by them.9. With the efforts of these university students, it was brought to light that this world-famous multinational had established some sweat factories in China.10. In a time when customers change constantly and rapidly intheir needs, only companies who are quick to respond can survive and succeed in the end.五、完形填空1.sincere2.privileged3.led4.constitutes5.intellectual6.resort7.instead8.reduce9.clients 10.divertChapter4三. Phrase Translation1. 人口流动2. 供应商网络3.标准零配件4. 特殊制造技术3.互补经济体 6.反日情绪7. 外方合作人, 外国附属公司8.上市企业并购mergers and acquisition海外扩overseas expansion全球化战略globalization strategy保护主义措施protectionist measures市场准入access to market知识产权intellectual property right贸易伙伴trading partners资本投入capital investment四. 翻译1. Vendors now offer systems that work only with their hardware, but they are trying to make their equipment integrate with other’s hardware.2. Agricultural exports, by contrast, respond immediately, growing at an annual rate of 17.7 percent in 1980 and 1981.3. This book takes a strategic view of business and develops the ability to take a multidisciplinary approach to managing a business and resolving problems and issues.4. Thanks to the recession and 9/11, Mayor Michael Bloomberg must contend with a whopping budget deficit projected to 60 billion.5. Dispose of batteries properly. Do not throw them into fire or expose to high temperature.6. In the future, in addition to syndicating our groups’ efforts, we will ally with foreign companies to leverage advantages and enhance global competitiveness.7. We are certain that in due course of time, the economic reforms will have brought about results and benefits that will go beyond China’s boundaries.8. One of the major banks has lowered its interest rate and the other bank is expected to follow suit.9. During these quarterly meetings, it’s the boss’s responsibility to respond to each manager’s plan.10. We will put in place a new order of the socialist market economy through completing the market system and rectifying and regulating the market behavior.五、完形填空1. ambivalent,2.integration3. hindered4. from5. by.6. shortage,7. options8. acquisitions9. strategy 10. allianceChapte r 5三、汉翻英上市公司对…随时留意, 小心提防会计师事务所国外子公司经济规划的持观望态度(财务)调帐报告业绩评定指标/方法Generally accepted accounting principles revenue recognitionIncome statement earnings per share Managing director credit-rating agenciesFinance chiefs/executives institutionalinvestors四. 翻译1. Escal ating costs have almost wiped out the company’s profits from last year.2. This area is studded with bars all vying for customer attention. But it’s not easy to pin down what exactly it is that pleases customers the most.3. The project team decided to adhere to its original plan despite the appalling weather.4. At the press conference, the PR manager reiterated that the company’s operation has returned to normal. However, many private shareholders remain skeptical about such claims.5. The new labor law, which took effect last year, is likely to raise the labor cost of a considered number of enterprises6. The less senior employees are reluctant to express their views or make any suggestions because they don’t think their ideas will really be put into practice.7. Local relief organizations have also embarked on fund-raising campaigns so as to provide more financial support for the earthquake victims.8. Up to 30 companies submitted their request for price rises, but most of them didn’t stand a chance of getting approval from theregulatory agency.9. The decision-makers seem to have already given up on the reform program though its initiators are still trying hard to elicit support from other stakeholders.10. The new model, which has just been released onto the market recently, is being touted as the most energy-efficient and environmentally-friendly product of its kind.五、完形填空1. toll2.leveraged3. grips4. shaping5.counterpart6. joint7.potential8. with9.light 10. transparent 11. responses 12. onChapter 8三、汉翻英公司未来愿景消减成本利用资源投资组合untapped niches 尚未被竞争者发现的市场机会convenience stores 便利店market segments 市场细分premium brand 高端品牌实施战略execute strategy竞争优势competitive advantage实证研究empirical studies核心品牌core brand分销系统distribution system控股公司 a holding company文化冲突culture clashes股东财富shareholders wealth四. 翻译1. The management believes that its existing manufacturing and marketing expertise can be leveraged with the new business.2. Jack Welch, General Electric chairman, was universally acclaimed as one of the most successful manager in the 20th century.3. The Japanese company is unanimous in its support of divestiture since the acquired business unit is destroying the corporate value.4. This study reveals several fault lines that companies frequently encounter as they execute their corporate strategy.5. Problems arose at the very outset when Anheuser Busch acquired Eagle Snacks.6. AT&T put up with losses in NCR almost from the start, butcontinued to subsidize it.7. Mattel expected to derive above-average profitability from the acquisition of The Learning Company.8. We must bear in mind that a corporate strategy must be constantly evaluated and divestiture decisions made before it is too late.9. AT&T realized that telecom equipment is not identical to computer technologies.10. We can’t view the fai lure of the acquisition strategy in isolation. It’s the result of a combination of several factors, rather than unidimensional.五、完形填空1.acquisitions .2.executing3.divestiture4.at5. on6.plunged7.that8.synergies9.core 10.premium。

【新思维单元解读】1A Chapter 1Starting School 【本单元词汇】hello (用于问候、接电话或引起注意)喂，你好good 好的morning 早上what 什么is 是your 你的，你们的name 名字my 我的I 我am 是（仅与I搭配使用）afternoon 下午goodbye 再见children 孩子们【第1页-第2页重点内容】一、知识重点1. 校园问候语：Hello. 你好Good morning. 早上好Good afternoon. 下午好Good evening. 晚上好Goodbye. 再见通常在问候语句后加上要问候的人名或称呼，如：2.英语中的称呼：Miss Sir(1)Miss小姐，女士，用于未婚女子姓氏或姓名前，以示礼貌如：Miss Zhang 张小姐注：Miss 在学校中指女老师如：Miss Brown布朗老师(2)Sir 先生，阁下，老师，长官对男士的尊称，单独使用时不加姓氏。

What can I do for you,sir?有什么能为您效劳的吗，先生?如需要称呼张先生/张老师”，应该用Mr.(Mister的缩写，书写时不常用)Mr.Zhang张先生;张老师Mr.White怀特先生;怀特老师3.询问名字及回答:What's your name?你叫什么名字?表达自己名字通常有两种句型:(1) My name is Mary 我的名字叫玛丽。

(2)I am Mary 我是玛丽。

注:my我的，your 你的，你们的都是形容词性物主代词，后面接名词my mother 我的妈妈your name 你的名字5.认识英文句子(1)在英文句子中，句首单词的首字母和英语人名的第一个字母都要大写。

(2)疑问句的末尾要用问号”?”肯定句的末尾用句号”.”与中文的句号不同，英文句子里的句号是个实心小圆点.【第3页-第4页重点内容】一、重点词汇:boys and girls 同学们(男孩女孩们)present 在场;出席;存在spell拼读，拼写know知道welcome 欢迎teacher老师二、知识重点:1. present在课堂上点名时，被点到的人要回答:Present.到!2. Spell your name, please!spell意为“拼读，拼写”，当句子中出现这个单词，后面多数是会有单词的拼写形式出现。