广告专业英语课后题及答案doc.docx
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广告专业英语课后题及答案doc.docx
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广告专业英语课后题及答案doc
Chapter1FundamentalsofAdvertising
◊DefinitionofAdvertising
1)Whafsthedefinitionabout“advertising”?
AmericanHeritageDictionary:
Theactivityofattractingpublicattentiontoaproductorbusiness,asbypaidannouncementsinprintorontheair.
Anotherone:
Advertisingisanon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts,servicesorideasthroughvariousmedia.
Fivecomponents:
non-personal
communicationofinformation
paidforpersuasivevariousmedia
2)Howcanyoucategorizeadvertisinginacademy?
Criteria:
targetaudience:
consumeradvertising(directuser,enduser)
Businessadvertising(professionaljournal,direct
mailing)
Targetarea:
localadvertisingNationaladvertisingInternationaladvertising
Media:
printadvertising
Electronicadvertising
Out-of-homeadvertising(Transitadvertising)
Purpose:
commercialadvertising
Noncommercialadvertising(publicinterests
advertising)
2.CommonExpressions:
Advertising广告,广告业,广告活动
Advertisement广告
Advertisingaudience广告的受众
consumeradvertising消费者广告
Businessadvertising企业广告
localadvertising地方广告
Nationaladvertising全国广告
Internationaladvertising全球广告
printadvertising印刷广告
Electronicadvertising电子广告
Out-of-homeadvertising户夕卜广告
Transitadvertising交通广告,移动广告
commercialadvertising商业广告,盈禾U广告
Noncommercialadvertising非盈利广告
3.英汉互译练习:
•Wemaydefineadvertisingasacommunicationprocess,amarketingprocess,apublicrelationsprocess,orapersuasionprocess.
我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。
•Inadditiontopromotiontangiblegoodssuchasdetergentsandsoft
drinks,advertisingalsohelppublicizetheintangibleservicesof
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。
•Mostadvertisingisdirectedtothegeneralpublic.
大多数广告的对象是公众。
•Advertisingistobepaidfor.
广告是要付费的。
•Word-of-mouthpublicationisn'tadvertising.
口碑宣传不是广告。
•Thevastmajorityofadvertisingisintendedtobepersuasive.
绝大多数广告是劝说性的。
•Ideascanalsobeadvertised.
观念也可以广告
•Advertisingreachesusthroughachannelofcommunicationreferredtoasamedium.
广告是通过一种叫做“媒介”的传递渠道传播给我们的。
•Massmediaarethemostcommonadvertisingchannel.
大众传播媒介是最常见的广告渠道(vehicle)
◊FunctionsofAdvertising:
1.Questions:
1)Doesadvertisingincreasetheprices?
Ifsnottrue.
i.Withoutadvertising,peoplealsobuyunnecessarythings,eventhoughsometimesadvertisingdoesinfluencethehumandemand.
ii.advertising——economyofscale——reducetheprice.
2)Whafsthefunctionsofadvertising?
(1)Advertising——stimulatetheconsumer'sdemand——increasedemandandexportofacountry
(2)advertising——economyofscale——reducetheprice
(3)theunitcostofadvertisingislowerthanpersonalselling,pyramidsellingandothers.
(4)advertising——businesscycle.Duringarecession——maintainadvertisingscale——performbetterafterward.
(5)advertising——survivalanddevelopmentofthebusiness——bycreatetheproductandcorporateidentities,realizethedifferentiationstrategy,buildtheconsumer'sbrandpreferenceandloyalty,increasethevalueoftheproduct,wintheconfidenceofconsumer.
3)Whataretheproblemsofpyramidselling?
Thehighersalescost.
Onlythepersonshighestupthepyramidonlyreceivemost,whilethebottomsreceiveverylittle.
It'sprohibitedbylawinAmerica.
2.CommonExpressions:
Corporateimage,CI公司形象
Economyofscale规模经济
Businesscycle
商业周期
Brandpreference
品牌偏好
Brandloyalty
品牌忠诚
Humandemand
个人需求
Publicize
宣传
Advertisingcost
广告成本,广告花费
personalselling
人员推销方式
theunitcostofadvertising广告的单位成本
prospects
潜在顾客
pyramidselling
传销
recession
萧条,后退
createtheproductandcorporateidentities树立产品和企业形象
realizethedifferentiationstrategy实现差异化战略
buildtheconsumer'sbrandpreferenceandloyalty培养消费者品牌偏好和忠诚
increasingthevalueoftheproduct.提升产品价值
wintheconfidenceoftheconsumer赢得消费者信任
buildthebrand
树立品牌
increasethevalueofitsgoodwill提高信誉
3.英汉互译练习:
•Consideringitsfunctions,ifsworthwhiletorunanadtopublicizeitonBeijingYouthDaily.
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。
•Advertisingisaneffectivemarketingtool.
广告是一种有效的营销工具。
•Undoubtedly,advertisinghelpsidentifyproducts.
毫无疑问,广告有助于产品识别。
•Anotherfunctionofadvertisingistocommunicateinformationabouttheproductanditsfeatures.
广告的另一功能是传递产品信息、宣传产品特性。
•Theadpersuadesandinducesthepeopletotrythenewproduct.广告劝诱人们尝试新产品。
•Advertisingstimulatesthedemandfortheproduct.
广告对产品需求有刺激作用。
•Itistruethatadvertisinghassomeinfluenceuponthecompetitionpattern.
不错,广告对竞争格局有影响。
•Advertising'seffectonthevalueoftheproductisquiteobvious.
广告对产品价值的影响是非常明显的。
◊advertisingindustry:
Dialogue1:
1.Questions:
1)Whafsthechangeinadvertisingindustrysince1990's?
Changedplanofbudgetallocations:
moreonsalespromotionsandeventsponsorships,lessontraditionaladvertising.
2)Whafstheeventsponsorship?
Fundanevent——gettherighttodisplayabrandname,logo,oradvertisingmessageonsiteattheevent.
3)WhafsIMC?
IntegratedMarketingCommunication.Emphasize:
i:
Communicationbetweenthebusinessanditscustomers,advertisingagencyandotherstakeholder.
ii:
cooperationbetweenthetraditionaladvertisingmeansandtheemergingones.
4)Whataretheparticipantsoftheadvertisingindustry?
Advertisers,advertisingagencies,andmediaorganizations.
5)Whatis4Cs?
Whyisitimportanttoadvertisingagency?
Chemistry,communication,conduct,andchanges.
Decideitssurvival.
Dialogue2:
1.Questions:
1)Whydoestheadvertiserentrust委托itsadvertisingbusiness广告业务totheadvertisingagency?
First,theagencyemploysexperiencedprofessionals;Second,anotherserviceoftheagencyistocontactthemedia.Theycansavetimefortheirclient.
2)Whattypesofagenciesarethere?
Bytherangeofservices,advertisingagenciescanbeclassifiedintothefull-serviceagencyandthespecializedserviceagency.
3)Whatisthein-houseagency?
内部代理机构
Thein-houseagencyisawholly-ownedadvertisinginstitution全资广告机构establishedbythecompanywithapurposetocutdownontheexpenses.
4)Dothein-houseagencyworkbetterthanadvertisingagency?
Generallyspeaking,it'snotthetruth.Theyappearnotveryprofessional.
Dialogue3:
1.Questions:
1)whatarethechannelsthroughwhichadvertisingagenciesgettheirclients?
Oneisbyreferrals推荐andtheotherisbyadvertising.
2)Whyanagencymayrefertheprospect潜在客户to推荐anotheragency?
Thedecisionisbasedonagreement.Iftheadvertiserstipulatedtheagencycan'tacceptrivaFsbusinessbecauseofcommercialsecrets,theagencywouldrefertheprospecttoanotheragency.
3)Howdoestheunknownagencygethisclients?
Theunknownagencymusttakeamoreaggressiveapproach,whichmeansadvertising,writingsolicitationletters促乍肖信,andcallingonprospectiveclients.
4)Whatareformsinwhichtheadvertisingagenciesgettheirincome?
Threemostcommonforms:
mediacommissions媒体佣金,markups客户加价,andfees项目酬金.
5)Whatistheformofmediacommissions?
Mediagiveagenciescommissionsiftheagenciesintroduceadvertiserstothem.
6)Whatismarkup?
Markupmeanchargingtheclientforthetotalofthemedia'sbillandacertainaddedamount.
7)Whatisthefee?
Feesareusuallychargedonthebasisofthenumberofhourstheadvertisingneedsandthehourlyrate小时酬金标准.
2.CommonExpressions:
advertisingturnover(营业额)
advertisers(广告主)
salespromotions(促销活动)
eventsponsorships(赞助活动)
overalleffect整体效果
advertisingagency广告公司
entrust委托
advertisingbusiness广告业
audience'sdemand
advertisingtimeandspace广告时段和版面
thefull-serviceagency全面服务广告公司
thespecializedserviceagency.专项月艮务广告公司
creativeboutique仓U意工作室
mediabuyingservice媒介购买服务商
in-houseagency内部代理机构
wholly-ownedadvertisinginstitution全资广告机构
advertisingdepartment广告部
advertisingresearch广告调查
adcreation广告仓ll意
adplacement广告发布
theprospect潜在客户
commercialsecrets商业机密
incentiveapproach激励机制
3.英汉互译:
1)Advertisingisanimmense,globalizedbusiness.
广告是一个巨大的全球化行业。
2)Threetypesoforganizationsmakeuptheadvertisingindustry.
广告业是由三类组织构成的。
3)Advertisingagenciescomeinseveralforms.
广告公司有几种形式。
4)Advertisingagencieshireanumberofcreativepeople.
广告公司聘用了许多创造力强的人。
5)Themedia-buyservicebuysforitsclienttimeorspaceforplacementoftheads.
媒体服务商为客户购买发布广告的时段或版面。
6)Advertisingagenciesprepareadvertisingplansonbehalfofclients.
广告公司代客户制定广告计划。
7)Someadvertisingagenciesgetclientsthroughreferral.
有些广告公司是通过他人推荐取得客户的O
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