人教全日制普通高中英语（必修）高三UNIT5-3

  PLANNING  AN  ADVERTISING¹  CAMPAIGN

       The planning of an advertising campaign usually begins long before the product is introduced to customers. Advertisement professionals meet with representatives of the company to discuss how the product should be presented and promoted. Large companies may have their own advertising department, but most companies choose to hire an independent advertising firm. In the first few meetings, the people who make the product and advertisers discuss not only how the product should be marketed, but also how the design of the product might be changed in order to attract as many customers as possible.
      Once the general strategy² is decided³, the advertising firm begins planning the campaign. The firm collects as much information as possible about the product and the customers who might buy it. The person at the advertising firm in charge of the project then holds a meeting. Present will be a person to think up an idea for an advertisement, and a person to buy space in newspapers or time on TV. There will be a writer to write the text and a designer to design the ad, using pictures or photographs and the text.
      The advertising team must also decide how and where the ads will be shown. Billboards⁴, or poster boards, are relatively⁵ cheap and can reach a lot of people travelling by car, bus, train or subway in cities. A large, well-designed poster can attract new customers and inform them about a new product. However, posters are usually seen from a distance and only for a short time, so the ads cannot provide detailed⁶ information. Ads for products that must be explained are usually more effective if they are placed in newspapers and magazines. People spend more time reading newspaper ads than posters, so the ads can give more information about the product. However, the ads can only be seen by those who buy the paper or magazine. Therefore, they may not reach as many consumers as poster ads.
      Ads broadcast on the radio or TV are more expensive but can i-each very large audiences. If an ad is broadcast during a popular radio or TV programme, it can be seen or heard by millions of listeners or viewers. Radio and TV ads also have the advantage of being very powerful. Radio ads use words and music to promote a product, and TV ads combine words, images, sound and music to persuade consumers.
      The Internet is a relatively new medium for advertisements. Different kinds of ads are found on websites offering services and information. Some Internet ads are similar to traditional ones: "banner⁷ ads" are placed above or to the side of the content of a website. Perhaps the most exciting feature of Internet ads is that they are "interactive⁸", ie potential customers can click the ads to find out more about a product or service they are interested in. Customers can also send in questions and comments to the company. Interactive ads can also change depending on your interests and habits. For example, if you often visit websites containing information about a certain hobby, sport, or lifestyle, the computer can keep track of your visits and send you ads about products you are likely to be interested in. As a result, two people who visit the same website may see different ads.
      New technology also allows ad-makers⁹ to reach customers in new ways. "Pop-up ads" open in a small square when you visit a website. These ads can be annoying when you are trying to read or access information on a website. The least popular type of Internet ad is called "spam". It refers to advertisement messages that are sent via'e-mail to thousands of customers at a time. Spare is so unpopular that most e-mail services offer software that blocks unwanted messages. Spam also causes many problems, so some governments have made laws to limit spam.
      Messages that we are not directly aware of are often the most powerful. Because we don't know that we are receiving a message, we are not as critical as we should be. When we walk down the street, watch a TV programme or a film or surf the Internet, we come across hundreds of ads that we may not notice. In fact, many of the pictures we see in newspapers and TV programmes are filled with ads. This method of advertisement works¹⁰ by showing products in a programme or film without telling the audience that it is an advertisement. For example, an action hero might drink a special kind of soda¹¹, drive a certain car, or use a product as part of the film. The company who makes the product pays the makers of the film to show the product and the brand name.
      Whatever advertisement method a company chooses, the advertising team will design the campaign and prepare a strategy. When the advertisement is ready, it is shown to the company. If the company agrees, they may try it out in a small part of the country to see if product sales increase as a result of the advertisement. If they do, then it will be used throughout the country. Otherwise, the whole programme will be reviewed. Researchers will go out and interview possible customers to find out the reasons for the failure.

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 strategy   

n.方法，策略，战略

参考例句：

• The only way to take the enemy position is by strategy,not by forceful attack.只可智取，不可强攻。
• Tactics differs from strategy.战术有别于战略。

3 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

4 billboards   

n.广告牌( billboard的名词复数 )

参考例句：

• Large billboards have disfigured the scenery. 大型告示板已破坏了景色。 来自辞典例句
• Then, put the logo in magazines and on billboards without telling anyone what it means. 接着我们把这个商标刊在杂志和广告看板上，却不跟任何人透漏它的涵意。 来自常春藤生活英语杂志-2006年4月号

5 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。

6 detailed   

adj.详细的，详尽的，极注意细节的，完全的

参考例句：

• He had made a detailed study of the terrain.他对地形作了缜密的研究。
• A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。

7 banner   

n.旗，旗帜，横幅

参考例句：

• The new government came to power under the banner of fighting poverty.新政府是在对贫穷开战的名义下上台的。
• A white banner was hanging out of the window.一面白旗挂在窗子外面。

8 interactive   

adj.相互作用的，互相影响的，（电脑）交互的

参考例句：

• The psychotherapy is carried out in small interactive groups.这种心理治疗是在互动的小组之间进行的。
• This will make videogames more interactive than ever.这将使电子游戏的互动性更胜以往。

9 makers   

n.制造者，制造商（maker的复数形式）

参考例句：

• The makers of the product assured us that there had been no sacrifice of quality. 这一产品的制造商向我们保证说他们没有牺牲质量。
• The makers are about to launch out a new product. 制造商们马上要生产一种新产品。 来自《简明英汉词典》

10 works   

n.作品，著作；工厂，活动部件，机件

参考例句：

• We expect writers to produce more and better works.我们期望作家们写出更多更好的作品。
• The novel is regarded as one of the classic works.这篇小说被公认为是最优秀的作品之一。

11 soda   

n.苏打水；汽水

参考例句：

• She doesn't enjoy drinking chocolate soda.她不喜欢喝巧克力汽水。
• I will freshen your drink with more soda and ice cubes.我给你的饮料重加一些苏打水和冰块。