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高中英语人教版 (新课标)选修9&10选修9Unit 5 Inside advertising教学设计
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这是一份高中英语人教版 (新课标)选修9&10选修9Unit 5 Inside advertising教学设计，
Sectin 2: Backgrund infrmatin fr Unit 5 Inside advertisement
1. Techniques f advertising
Advertisers use several recgnizable techniques in rder t better cnvince the public t buy a prduct and shape the public's attitude twards their prduct. These may include:
Repetitin: Sme advertisers cncentrate n making sure their prduct is widely recgnized. T that end, they simply attempt t make the name remembered thrugh repetitin.
Bandwagn: By implying that the prduct is widely used, advertisers hpe t cnvince ptential buyers t "get n the bandwagn."
Testimnials: Advertisers ften attempt t prmte the superir quality f their prduct thrugh the testimny f rdinary users, experts, r bth. "Three ut f fur dentists recmmend..." This apprach ften invlves an appeal t authrity.
Pressure: By attempting t make peple chse quickly and withut lng cnsideratin, sme advertisers hpe t make rapid sales: "Buy nw, befre they're all gne!"
Appeal t emtin: Varius techniques relating t manipulating emtin are used t get peple t buy a prduct. Apart frm artistic expressin intended t prvke an emtinal reactin (which are usually fr assciative purpses, r t relax r excite the viewer), three cmmn argumentative appeals t emtin in prduct advertising are wishful thinking, appeal t flattery, and appeal t ridicule. Appeals t pity are ften used by charitable rganizatins and appeals t fear are ften used in public service messages and prducts, such as alarm systems r anti-bacterial spray, which claim prtectin frm an utside surce. Emtinal appeals are becming increasingly ppular in the health industry, with large cmpanies like 24 Hur Fitness becming increasingly adept at utilizing a ptential custmers fear t sell memberships; selling nt necessarily the actual gym, but the dream f a new bdy. Finally, appeals t spite are ften used in advertising aimed at yunger demgraphics.
Assciatin: Advertisers ften attempt t assciate their prduct with desirable imagery t make it seem equally desirable. The use f attractive mdels, a practice knwn as sex in advertising, picturesque landscapes and ther alluring images is cmmn. Als used are "buzzwrds" with desired assciatins. On a large scale, this is called branding.
Advertising slgans: These can emply a variety f techniques; even a shrt phrase can have extremely heavy-handed technique.
Cntrversy, as in the Benettn publicity campaign.
Guerilla advertising: Advertising by assciatin. Dne in such a way s the target audience des nt knw that they have been advertised t, but their impressin f the prduct is increased (r decreased) if that is the intent f the advertiser.
Subliminal messages: It was feared that sme advertisements wuld present hidden messages, fr example thrugh brief flashed messages r the sundtrack, that wuld have a hypntic effect n viewers ('Must buy car. Must buy car.') The ntin that techniques f hypnsis are used by advertisers is nw generally discredited, thugh subliminal sexual messages are extremely cmmn, ranging frm car mdels with SX prefixes t suggestive psitining f bjects in magazine ads and billbards.
2．Advertising Research Tips
●Perceptual Mapping -- Deciding What Image t Prject
Befre yu embark n an image advertising campaign, yu need t knw the type f image yu wish t cnvey.
●Quick & Dirty Research Techniques - Part 1
Measuring the cst effectiveness f advertising prmtins.
●Quick & Dirty Research Techniques - Part 2
Price-pint testing.
●Danger -- Cmparative Advertising
Including Yur Cmpetitrs' Names in Yur Advertising Can Be Cunterprductive.
●The Rle f Fcus Grups in Advertising
Fcus grups are a great tl fr advertising research, but they shuld nt be used t the exclusin f quantitative research.
●Hw Research Can Drive the Advertising Mediums Yu Use
T chse the right advertising medium, yu need t knw wh yur custmers and target custmers are.
●Allcating Advertising Dllars fr Advertising Research
Hw much shuld yu allcate t measure the cmmunicatins effectiveness f yur ads?
●Is Yur Advertising Wrking as Hard as it Culd?
Increase sales and speed up the "advertisement perfectin" prcess thrugh advertising testing.
3．Advertising tips
Belw are sme tips t cnsider when yu wuld like t use advertisements:
●Think utside the square - there are a variety f ways t get the attentin f yur audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.
●When cnsidering yur advertising ptins put yurself in the shes f yur audience. Fr example if yu want t reach the attentin f males 18 plus during June yu culd lk at running ads n 5AA during the KG & Crnes segment and further supprt this by placing ads in the Sprts sectin f Saturday's Advertiser.
●Frward planning is critical. T secure the best available spts n radi r in press, bking ahead is essential.
●Cnsider yur return n investment - t effectively get yur advertising message t yur audience yu may need t place a series f ads acrss a variety f media. Placing a slitary ad in the newspaper may nt elicit a strng respnse.
●Keep yur message simple and ensure yur call t actin is clear. What is the mst imprtant part yu'd like yur audience t read r hear and hw wuld yu like them t respnd? This shuld frm the basis f yur ad/s in terms f cntent, lk and feel.
●When yu are abut t embark n an advertising campaign, take nte f ads that appeal t yu r encurage peple wh are representative f yur audience t prvide yu with feedback abut the type f advertising they wuld find mst effective ... the lk and feel f an ad can be just as imprtant as the message itself.
4. Marketing strategies
Strategy serves as the fundatin f a marketing plan. A marketing plan cntains a list f specific actins required t successfully implement a specific marketing strategy. An example f marketing strategy is as fllws: "Use a lw cst prduct t attract cnsumers. Once ur rganizatin, via ur lw cst prduct, has established a relatinship with cnsumers, ur rganizatin will sell additinal, higher-margin prducts and services that enhance the cnsumer's interactin with the lw-cst prduct r service."
A strategy is different than a tactic. While it is pssible t write a tactical marketing plan withut a sund, well-cnsidered strategy, it is nt recmmended. Withut a sund marketing strategy, a marketing plan has n fundatin. Marketing strategies serve as the fundamental underpinning f marketing plans designed t reach marketing bjectives. It is imprtant that these bjectives have measurable results.
A gd marketing strategy shuld integrate an rganizatin’s marketing gals, plicies, and actin sequences (tactics) int a chesive whle. The bjective f a marketing strategy is t prvide a fundatin frm which a tactical plan is develped. This allws the rganizatin t carry ut its missin effectively and efficiently.
Marketing strategies are partially derived frm brader crprate strategies, crprate missins, and crprate gals. They shuld flw frm the firm's missin statement. They are als influenced by a range f micrenvirnmental factrs.
Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.
Sectin 2: Backgrund infrmatin fr Unit 5 Inside advertisement
1. Techniques f advertising
Advertisers use several recgnizable techniques in rder t better cnvince the public t buy a prduct and shape the public's attitude twards their prduct. These may include:
Repetitin: Sme advertisers cncentrate n making sure their prduct is widely recgnized. T that end, they simply attempt t make the name remembered thrugh repetitin.
Bandwagn: By implying that the prduct is widely used, advertisers hpe t cnvince ptential buyers t "get n the bandwagn."
Testimnials: Advertisers ften attempt t prmte the superir quality f their prduct thrugh the testimny f rdinary users, experts, r bth. "Three ut f fur dentists recmmend..." This apprach ften invlves an appeal t authrity.
Pressure: By attempting t make peple chse quickly and withut lng cnsideratin, sme advertisers hpe t make rapid sales: "Buy nw, befre they're all gne!"
Appeal t emtin: Varius techniques relating t manipulating emtin are used t get peple t buy a prduct. Apart frm artistic expressin intended t prvke an emtinal reactin (which are usually fr assciative purpses, r t relax r excite the viewer), three cmmn argumentative appeals t emtin in prduct advertising are wishful thinking, appeal t flattery, and appeal t ridicule. Appeals t pity are ften used by charitable rganizatins and appeals t fear are ften used in public service messages and prducts, such as alarm systems r anti-bacterial spray, which claim prtectin frm an utside surce. Emtinal appeals are becming increasingly ppular in the health industry, with large cmpanies like 24 Hur Fitness becming increasingly adept at utilizing a ptential custmers fear t sell memberships; selling nt necessarily the actual gym, but the dream f a new bdy. Finally, appeals t spite are ften used in advertising aimed at yunger demgraphics.
Assciatin: Advertisers ften attempt t assciate their prduct with desirable imagery t make it seem equally desirable. The use f attractive mdels, a practice knwn as sex in advertising, picturesque landscapes and ther alluring images is cmmn. Als used are "buzzwrds" with desired assciatins. On a large scale, this is called branding.
Advertising slgans: These can emply a variety f techniques; even a shrt phrase can have extremely heavy-handed technique.
Cntrversy, as in the Benettn publicity campaign.
Guerilla advertising: Advertising by assciatin. Dne in such a way s the target audience des nt knw that they have been advertised t, but their impressin f the prduct is increased (r decreased) if that is the intent f the advertiser.
Subliminal messages: It was feared that sme advertisements wuld present hidden messages, fr example thrugh brief flashed messages r the sundtrack, that wuld have a hypntic effect n viewers ('Must buy car. Must buy car.') The ntin that techniques f hypnsis are used by advertisers is nw generally discredited, thugh subliminal sexual messages are extremely cmmn, ranging frm car mdels with SX prefixes t suggestive psitining f bjects in magazine ads and billbards.
2．Advertising Research Tips
●Perceptual Mapping -- Deciding What Image t Prject
Befre yu embark n an image advertising campaign, yu need t knw the type f image yu wish t cnvey.
●Quick & Dirty Research Techniques - Part 1
Measuring the cst effectiveness f advertising prmtins.
●Quick & Dirty Research Techniques - Part 2
Price-pint testing.
●Danger -- Cmparative Advertising
Including Yur Cmpetitrs' Names in Yur Advertising Can Be Cunterprductive.
●The Rle f Fcus Grups in Advertising
Fcus grups are a great tl fr advertising research, but they shuld nt be used t the exclusin f quantitative research.
●Hw Research Can Drive the Advertising Mediums Yu Use
T chse the right advertising medium, yu need t knw wh yur custmers and target custmers are.
●Allcating Advertising Dllars fr Advertising Research
Hw much shuld yu allcate t measure the cmmunicatins effectiveness f yur ads?
●Is Yur Advertising Wrking as Hard as it Culd?
Increase sales and speed up the "advertisement perfectin" prcess thrugh advertising testing.
3．Advertising tips
Belw are sme tips t cnsider when yu wuld like t use advertisements:
●Think utside the square - there are a variety f ways t get the attentin f yur audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.
●When cnsidering yur advertising ptins put yurself in the shes f yur audience. Fr example if yu want t reach the attentin f males 18 plus during June yu culd lk at running ads n 5AA during the KG & Crnes segment and further supprt this by placing ads in the Sprts sectin f Saturday's Advertiser.
●Frward planning is critical. T secure the best available spts n radi r in press, bking ahead is essential.
●Cnsider yur return n investment - t effectively get yur advertising message t yur audience yu may need t place a series f ads acrss a variety f media. Placing a slitary ad in the newspaper may nt elicit a strng respnse.
●Keep yur message simple and ensure yur call t actin is clear. What is the mst imprtant part yu'd like yur audience t read r hear and hw wuld yu like them t respnd? This shuld frm the basis f yur ad/s in terms f cntent, lk and feel.
●When yu are abut t embark n an advertising campaign, take nte f ads that appeal t yu r encurage peple wh are representative f yur audience t prvide yu with feedback abut the type f advertising they wuld find mst effective ... the lk and feel f an ad can be just as imprtant as the message itself.
4. Marketing strategies
Strategy serves as the fundatin f a marketing plan. A marketing plan cntains a list f specific actins required t successfully implement a specific marketing strategy. An example f marketing strategy is as fllws: "Use a lw cst prduct t attract cnsumers. Once ur rganizatin, via ur lw cst prduct, has established a relatinship with cnsumers, ur rganizatin will sell additinal, higher-margin prducts and services that enhance the cnsumer's interactin with the lw-cst prduct r service."
A strategy is different than a tactic. While it is pssible t write a tactical marketing plan withut a sund, well-cnsidered strategy, it is nt recmmended. Withut a sund marketing strategy, a marketing plan has n fundatin. Marketing strategies serve as the fundamental underpinning f marketing plans designed t reach marketing bjectives. It is imprtant that these bjectives have measurable results.
A gd marketing strategy shuld integrate an rganizatin’s marketing gals, plicies, and actin sequences (tactics) int a chesive whle. The bjective f a marketing strategy is t prvide a fundatin frm which a tactical plan is develped. This allws the rganizatin t carry ut its missin effectively and efficiently.
Marketing strategies are partially derived frm brader crprate strategies, crprate missins, and crprate gals. They shuld flw frm the firm's missin statement. They are als influenced by a range f micrenvirnmental factrs.
Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.
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