Advertising ESOS (24 free ebooks)

You should also be aware of a common pronunciation problem: ad, advert, advertise, advertising, advertisement… TOPIC VOCABULARY 24 Free ebooks Main Types of advertisements Other typ

Trang 1

15/08/2015

ADVERTISING

VOCABULARY

Advert, advertisement or ad?

All these forms of the words are correct but ad is mostly used in

spoken English only

You should also be aware of a common pronunciation problem: ad,

advert, advertise, advertising, advertisement…

TOPIC VOCABULARY

24 Free ebooks

Main Types of advertisements

Other types of advertisements

More types of advertising

Other Useful Advertising Vocabulary

ESOS

Magazine and Book Distribution fb.com/esos.ielts Paradise bookstore,

Ha Noi, Viet Nam

Sách nằm trong bộ 24 FREE EBOOKS của ESOS

 Yêu cầu các bạn không chỉnh sửa…

Đóng góp phản hồi để ESOS hoàn thiện bản tiếp theo:

 FEEDBACK 

Trang 2

Page 1 No-Ownership, No Copyright

IELTS 8.0

Definition

Promotion of products and services

using colour, action, sound and sight

These are good to show how something

works and can be persuasive

Planning the TV Commercial

The common lengths of TV commercials

are 10, 15, 20, 30, and 60 seconds The

most common length for a TV

commercial is 30 seconds

TV commercial

Scenes and Key Frames

A commercial is planned in scenes,

segments of action that occur in a single location A scene may include several shots from different angles

The key frame is the shot that sticks in

the mind and becomes the image viewers remember when they think about the commercial

Scripts, Storyboards and Photoboards

A television script contains all the

words, dialogue, lyrics, instructions, and descriptions of the details we’ve been discussing - sets, costumes, lighting, and

so forth

SENSE OF SATISFACTION

Paradise bookstore,

Ha Noi, Viet Nam

A storyboard, which is a visual plan or

layout of the commercial, is drawn to show the number of scenes, composition

of the shots, and progression of the action

A photoboard uses photographic stills

instead of art to illustrate the progression of images It’s created from the still photos or frames from the filming and is used to present to clients

CONTENTS

Trang 3

Definition

Newspaper advertising can be described

as national or local (retail), as well as

classified and online, is sold based on

the size of the ad space and the

newspaper’s circulation

Newspaper Ad Sales

Newspaper ad

The charges are published on a rate

card, which is a list of the costs for

advertising space and the discounts given to local advertisers and advertisers who make volume buys

Most advertising sales are handled locally by the sales staff of the newspaper; however, newspaper representatives sell space for many different newspapers This saves an advertiser or its agency from the need to make a multitude of buys to run a national or regional campaign in newspapers The system is known as

one-order, one-bill

Another alternative that allows national advertisers to pay the local rate is cooperative (co-op) advertising with a

local retailer Co-op advertising is an

arrangement between the advertiser and the retailer whereby the retailer buys the ad and the manufacturer pays half - or a portion depending on the amount of space the manufacturer’s brand occupies

Contact Us

Slogan: Never Eat Alone!

Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts

Never give up on your DREAMS!

Types of Newspaper Ad

1 Display: The dominant form of

newspaper advertising, can be any size and can be placed anywhere in the newspaper except the editorial page

2 Classified: advertising by individuals

to sell their personal goods and advertising by local businesses

3 Supplements: magazine-style

publications inserted into a newspaper, especially in the Sunday edition, that are either syndicated nationally or prepared locally

Trang 4

Definition

These are aimed at a specific market and

interest group The ads are colourful and

eye-catching but can be more expensive

than newspaper ads

Types of Magazines

1 Trade magazines aimed at retailers,

wholesalers, and other distributors

2 Industrial magazines aimed at

manufacturers

3 Professional magazines aimed at

physicians, lawyers, and other

professionals

4 Farm magazines aimed at those

working in agriculture

Magazine ads

5 Corporate publications are

produced by companies for their customers and other stakeholders

Fit magazines into media mix

Geographic editions help encourage

local retail support by listing the names

of local distributors

Demographic editions group

subscribers according to age, income, occupation, and other classifications

Editorial content: the most widely used

categories are general editorial, women’s, shelter, business and special interest

Paradise bookstore,

Ha Noi, Viet Nam

Live Learn Grow

Physical Characteristics: 8 1/2 x 11

inches and 6 x 9 inches

Ownership: Some magazines are owned

by publishing companies, organizations

Distribution and Circulation:

Magazine revenues come from advertising, subscriptions, and single-copy sales

CONTENTS

Trang 5

Definition

These are often signs on the road or at

sports stadiums Large billboards can

give a message with impact but with

limited information

An advertiser uses outdoor boards for

two primary reasons First, for national

advertisers, this medium can provide

reminders to the target audience A

second use for billboards is directional;

it acts as primary medium when the

board is in proximity to where a brand is

available

Billboards, posters

Size and Format

Printed posters are created by the

advertiser or agency, printed, and shipped to an outdoor advertising company

They come in two sizes based on the number of sheets of paper used to make the image: 8 sheet (5 x 11 feet) and 30 sheet (12 x 25 feet)

Painted outdoor bulletin differ from

posters in that they are normally created

on site and vary in size or shape, although their standard size is 14 x 48 feet

They can be painted on the sides of buildings, on roofs, and even natural structures, such as the side of a mountain

Designers can add extensions to

painted billboards to expand the scale and break away from the limits of the long rectangle These embellishments

are sometimes called cutouts because

they present an irregular shape

Don’t PAUSE your life

Another innovation for billboards, electronic posters, and kiosks is the use

of digital displays

Digital displays use wireless

technology, which allows them to be quickly changed to reflect an advertising situation or the presence of a target audience member

Posters are used on kiosks, bulletin

boards, the sides of buildings, and even vehicles

Kiosks are typically located in places

where people walk, such as a many-sided structure in a mall or near a public walkway, or where people wait

Contact Us

Trang 6

Definition

A direct-mail piece is a print advertising

message for a product or service that is

delivered by mail: a letter, a brochure, a

sample, a premium, and an order card

with a return envelope

Advantages

Tells a story: The medium offers a

variety of formats and provides enough

space to tell a complete sales story

Engages attention: When it is received,

it can engage the reader’s attention

Personalizes the message: Because of

the use of databases, it is now possible

to personalize direct mail across a

number of consumer characteristics

Direct Mail

Builds in feedback: Direct mail is

particularly conducive to marketing research and can be modified until the message design matches the needs of the desired target audience

Reaches the unreachable: Direct mail

allows the marketer to reach audiences that are inaccessible via other media

Limitations

Negative perceptions: The main

drawback of using direct mail is the widespread perception

Cost: Direct mail has a higher cost per

thousand than mass media

Paradise bookstore,

Ha Noi, Viet Nam

Do not go where the path may lead, go instead where

there is no path and leave the trial

Mailing list: To deliver an acceptable

response rate, the quality of the mailing list is critical It must be maintained and updated constantly

Response rate: Difficulty of keeping

relevant data in the database, the response rate can be lower

Vulnerability: Direct-mail delivery is

vulnerable to natural disasters as well as catastrophes such as the 9/11 terrorist attacks

CONTENTS

Trang 7

Definition

This approach reaches a target audience

and relies on them listening to a

particular station However, the message

can easily be forgotten

Media planners use radio to deliver a

high level of frequency because radio

commercials, particularly jingles, which

are commercials set to music, lend

themselves to repetition

Radio advertising

Radio can also engage the imagination more than other media because it relies

on the listener’s mind to fill in the visual element

Many radio ads use drama, especially

public service announcements (PSAs),

which are spots created by agencies that donate their time and services on behalf

of some good cause PSAs run for free on radio and TV stations

Three categories

1 Network Radio Advertising can be

bought from national networks that distribute programming and advertising

to their affiliates A radio network is a

group of local affiliates connected to one

or more national networks through telephone wires and satellites

2 Spot Radio Advertising lets an

advertiser place an advertisement with

an individual station rather than through a network It makes up nearly

80 percent of all radio advertising

If you’re going through hell KEEP GOING

Local stations also offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates

3 Syndicated Radio Advertising: This

is the original type of radio programming that plays on a large number of affiliated stations

Program syndication has benefited

network radio because it offers advertisers a variety of high-quality, specialized, and usually original programs

Both networks and private firms offer syndication A local talk show may become popular enough to be “taken into syndication.”

Contact Us

Trang 8

Definition

These promotions reach a target

audience in real-time but they have a

limited number of characters in the text

Mobile Marketing

Messages on mobile phones usually look

like small banners tucked into the

corner of a Web page or text messages

that can resemble spam

Cell phones also launched new product

lines such as graphic faceplates and

specialty ring tones

1 Text messaging (TM)

Communicating using brief messages

keyboarded into a cell phone

Text messages

Female teenagers were leaders in exploring text messaging on their cell phones and teaching others

2 Instant messaging (IM): Exchanging

text-based messages in real time via an Internet communications service

Instant messaging (IM), in which two people chat via their computers, has been used more for business, as has the Bluetooth technology, which keeps businesspeople in touch with their companies and clients wherever they are

In addition to becoming essential communication, information, and entertainment tools in most people lives, cell phones also open up new avenues for commercial communication

Paradise bookstore,

Ha Noi, Viet Nam

The days you are (the) most uncomfortable are the days

you learn the most about yourself

Mobile marketing is the strategy based

on reaching people on the run via their cell phones It refers to the use of wireless communication (WiFi) and GPS locational devices to reach people on the move with geotargeting capabilities Mobile marketing includes instant messaging, video messages and downloads, and banner ads on these mobile devices

CONTENTS

Trang 9

Definition

Pop-ups and pop-behind are types of ads

that burst open on the computer screen

either in front of or behind the opening

page of a website

The Internet is more interactive than

any other mass medium

This makes Web advertising more like

two-way communication, and that’s a

major point of difference from other

advertising forms

Internet Pop-ups

Banners

The most common form of online advertising is small banner ads containing text, images, and perhaps

motion (animation)

Banners in this small format have to be creative to stand out amidst the clutter

on a typical Web page and, similar to outdoor advertising, they have to grab the surfer’s attention with few words

Effective banners arouse the interest of the viewer, who is often browsing through other information on the computer screen

Sometimes banners provide brand reminder information only, like a billboard, but they usually also invite viewers to click on the banner to link to

an ad or the advertiser’s home page The effectiveness of such efforts is

monitored in part by the number of

click-throughs

Never apologize for showing your feelings When you do, you are apologizing for the truth

Their creators make banners entertaining by using multimedia effects such as animation and sound,

interactivity, emotional appeals, color, and provocative headlines

Effective banner ads satisfy the need for entertainment, information, and context (a link to a product), and often use promotional incentives, such as prizes or gifts, to motivate visitors to click through

to the sponsor’s website13 to drive action

Contact Us

Trang 10

Definition

Direct advertising to the customer It is

cost effective as long as the customer

database is up-to-date

E-Mail Communication

One of the attractive features of using

e-mail for advertising is that it is so

inexpensive All it takes is a list of e-mail

addresses, a computer, and an Internet

connection

E-mail is a product of an earlier time in

online communication - back in the days

when we used to log on and off and

check messages in bursts

Email Advertising

Some users still operate that way, but with newer forms like instant

messaging, Facebook, and Twitter, many users are always online and that has changed the function, as well as the speed, of online connections

E-mail marketing

E-mail marketing software and advertising assistance is available from such companies as Constant Contact, which even provides email templates

• Addressable to current customers

• Addressable to prospects

• Unsolicited and often unwanted, or spam

Paradise bookstore,

Ha Noi, Viet Nam

Fall down SEVEN times, stand up EIGHT

Issue: Spam

Although e-mail marketing has enjoyed increased success, the practice has received intense criticism for generating too much unwanted e-mail, otherwise

known as spam

Email spoofing is the creation of email

messages with a forged sender address

CONTENTS

Định dạng
Số trang	19
Dung lượng	2,43 MB