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Advertising：how to ensure that advertisements appeal to consumers

admin2010-02-11  94
问题 Advertising：how to ensure that advertisements appeal to consumers
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答案Suggested answers: a．With so many people these days making a conscious decision to buy products, the pressure on those companies wishing to promote brands is greater than ever before. So, companies are now focusing their attention on making good advertisements. In my opinion, advertising appeals should be consistent with tastes, wants, and attitudes in a market. The trade literature of marketing is filled with anecdotal conclusions about the basic differences that exist in markets, which make adaptation of appeals necessary. When advertising does its job, millions of people keep theirs. Good advertising doesn’t just inform. It sells. It helps move product and keep businesses in business. Every time an ad arouses a consumer’s interest enough to result in a purchase, it keeps a company going strong. And it helps secure the jobs of the people who work there. Advertising. That’s the way it works. b．I think the critical aspect of advertising decision is the formulation of a strategy and an objective for communications. To ensure that advertisements appeal to consumers, it is imperative to make real analysis of just what communications programs are intended to accomplish and how communications relates to the other basic marketing variables such as product, price, and distribution. For a company entering a market for the first time, an important objective of advertising is the creation of a favorable image for the company, both in the trade and among the public. A second major objective of advertising is to create awareness and interest and to stimulate an evaluation of the company’s products that will lead to their sale. Advertising must communicate appeals that are effective in the target market environment. Because products are frequently at different stages in their life cycle in various international markets, and because of the basic cultural, social, and economic differences that exist in those markets, the most effective appeal for a product may vary from market to market. c．If you want to make your advertisements appeal to consumers, you must fix requirements of effective communication and persuasion first. However, the requirements may vary from time to time. The specific advertising message and media strategy must often be changed from region to region and must frequently be adapted from country to country to correspond with the local culture and ethics in the particular region or country. In international and domestic advertising, the advertiser must locate his market segments as precisely as possible and study the backgrounds and motivational influences that operate in the target market before preparing an advertising campaign. This is very often done in a way that ignores the real communications need in target markets that are very different from major markets. d．To make advertisements appeal to consumers, the advertiser must make sure that advertisements are not inappropriately extended into markets, because awareness and interest in a product vary from one market to another. For example, the same product may at any point in time be at entirely different stages of the life cycled. In some markets, awareness of the product may be low—advertising should focus on creating awareness and interest in a new product. In other markets, the same product may be mature—advertising should in these markets focus on mature market—selling appeals, such as price. The danger for the international advertiser is that the advertising approach in major markets will be followed or imposed worldwide.
解析 appeal诉请，迎合，吁请。ethics伦理学，道德学。 background背景，背景资料。advertiser登广告者，广告主。
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