广告专业英语课后题及答案.docx

广告专业英语课后题及答案.docx

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广告专业英语课后题及答案

Chapter1FundamentalsofAdvertising

✧DefinitionofAdvertising

1）What’sthedefinitionabout“advertising”?

AmericanHeritageDictionary:

Theactivityofattractingpublicattentiontoaproductorbusiness,asbypaidannouncementsinprintorontheair.

Anotherone:

Advertisingisanon-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts,servicesorideasthroughvariousmedia.

Fivecomponents:

non-personal

communicationofinformation

paidfor

persuasive

variousmedia

2）Howcanyoucategorizeadvertisinginacademy?

Criteria:

targetaudience:

consumeradvertising（directuser,enduser）

Businessadvertising（professionaljournal,directmailing）

Targetarea:

localadvertising

Nationaladvertising

Internationaladvertising

Media:

printadvertising

Electronicadvertising

Out-of-homeadvertising（Transitadvertising）

Purpose:

commercialadvertising

Noncommercialadvertising（publicinterestsadvertising）

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户外广告

Transitadvertising交通广告，移动广告

commercialadvertising商业广告，盈利广告

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。

●Inadditiontopromotiontangiblegoodssuchasdetergentsandsoftdrinks,advertisingalsohelppublicizetheintangibleservicesofbankers,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?

It’snottrue.

i.Withoutadvertising,peoplealsobuyunnecessarythings,eventhoughsometimesadvertisingdoesinfluencethehumandemand.

ii.advertising----economyofscale----reducetheprice.

2）What’sthefunctionsofadvertising?

（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,it’sworthwhiletorunanadtopublicizeitonBeijingYouthDaily.

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）What’sthechangeinadvertisingindustrysince1990’s?

Changedplanofbudgetallocations:

moreonsalespromotionsandeventsponsorships,lessontraditionaladvertising.

2）What’stheeventsponsorship?

Fundanevent----gettherighttodisplayabrandname,logo,oradvertisingmessageonsiteattheevent.

3）What’sIMC?

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’tacceptrival’sbusinessbecauseofcommercialsecrets,theagencywouldrefertheprospecttoanotheragency.

3）Howdoestheunknownagencygethisclients?

Theunknownagencymusttakeamoreaggressiveapproach,whichmeansadvertising,writingsolicitationletters促销信,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.专项服务广告公司

creativeboutique创意工作室

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广告创意

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。