advertisingadvertising1AdvertisingMediaPressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaPressAdverti2商務英語之advertising課件3商務英語之advertising課件4商務英語之advertising課件5商務英語之advertising課件6商務英語之advertising課件7商務英語之advertising課件8商務英語之advertising課件9商務英語之advertising課件10商務英語之advertising課件11

function

1.Information2.Persuasion3.MaintenanceofDemand 4.CreatingMassMarkets 5.Quality function12Wit&WisdomfromLeoBurnettWit&WisdomfromLeoBurnett13有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。

Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.有趣卻毫無銷售力的廣告，只是在原地踏步；Funwitho14我們希望消費者說：“這真是個好產品”而不是說：“這真是個好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’我們希望消費者說：“這真是個好產品”Wewantcons15對生活抱持全面性的好奇，仍是偉大創意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.對生活抱持全面性的好奇，Curiosityabout16企劃廣告時，就該想到如何銷售。Planthesalewhenyouplanthead.企劃廣告時，就該想到如何銷售。Planthesalew17廣告如此這般告訴人們：“如此產品，給你如此的好處，到此處你就能找到它”。Advertisingsaystopeople,‘Here’swhatwehavegot.Here’swhatitwilldoforyou.Here’howtogetit.’廣告如此這般告訴人們：“如此產品，Advertisings18商務英語之advertising課件19Environment&SWOTAnalysisRolesfordifferentdisciplinesTasksforMarketingCommunicationMarketingdecisions/DirectionsEnvironmentRolesforTasksfor20BriefingMarketingAimRoleofAdvertisingBrandDefinitionTargetMarketing

Competition

BriefingMarketingAimRoleofA21Wherearewegoing

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Support

WherearewenowWherearewegoingButtonSupp22That’sall.Thankyouforlistening!黃晶01210804ID:20080090That’sall.黃晶0121080423advertisingadvertising24AdvertisingMediaPressAdvertising2.TelevisionandradioAdvertising3.OutdoorandTransportAdvertising4.WindowandPoint-of-SaleDisplay5.ExhibitionandTradeFairs6.DirectMailAdvertising7.CinemaAdvertisingMediaPressAdverti25商務英語之advertising課件26商務英語之advertising課件27商務英語之advertising課件28商務英語之advertising課件29商務英語之advertising課件30商務英語之advertising課件31商務英語之advertising課件32商務英語之advertising課件33商務英語之advertising課件34

function

1.Information2.Persuasion3.MaintenanceofDemand 4.CreatingMassMarkets 5.Quality function35Wit&WisdomfromLeoBurnettWit&WisdomfromLeoBurnett36有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。

Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.有趣卻毫無銷售力的廣告，只是在原地踏步；Funwitho37我們希望消費者說：“這真是個好產品”而不是說：“這真是個好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’我們希望消費者說：“這真是個好產品”Wewantcons38對生活抱持全面性的好奇，仍是偉大創意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.對生活抱持全面性的好奇，Curiosityabout39企劃廣告時，就該想到如何銷售。Planthesalewhenyouplanthead.企劃廣告時，就該想到如何銷售。Planthesalew40廣告如此這般告訴人們：“如此產品，給你如此的好處，到此處你就能找到它”。Advertisingsaystopeople,‘Here’swhatwehavegot.Here’swhatitwilldoforyou.Here’howtogetit.’廣告如此這般告訴人們：“如此產品，Advertisings41商務英語之advertising課件42Environment&SWOTAnalysisRolesfordifferentdisciplinesTasksforMarketingCommunicationMarketingdecisions/DirectionsEnvironmentRolesforTasksfor43BriefingMarketingAimRoleofAdvertisingBrandDefinitionTargetMarketing

Competition

BriefingMarketingAimRole