广告宣传活动常用词汇

　　Form 形式

　　National: advertising¹ a copyrighted product or service across the national footprint. Identifies brand name and emphasizes national presence.

　　Retail²: advertising by outlet³ emphasizing image and variety.

　　Direct: advertising directly to customers to avoid middlemen and response delivery costs.

　　Advocacy: public communication that uses a perspective on a recognized controversial issue.

　　Style 风格

　　Humorous: light-hearted.

　　Comparative: compares one product to another, highlighting strengths and benefits over a competing product.

　　Emotional: creates a mood, arouses feelings, tries to meet psychological needs.

　　Lifestyle: associates brand/product/service with the way people live and work.

　　Testimonial: affidavit⁴ of support by a customer or celebrity⁵.

　　Reason why: touts⁶ the benefit and necessity of a product to avoid adverse⁷ situations.

　　Slice of life: typically focuses on an average family and everyday or common setting.

　　Media传播媒介

　　Television: most expensive, audio-visual impact, reaches a mass audience, easily and effectively targeted based on well-known viewer demographics.

　　Newspaper: most widely used medium, rapid and flexible coverage⁸, ads easily changed, less expensive than television. Short attention span, poor reproduction quality, usually no color, not easily targeted.

　　Direct mail: less expensive than TV or newspaper but higher advance costs, audience easily selected, demographics of percentage of serious recipients⁹ can be predicted in advance.

　　Radio: fairly inexpensive, mass audience, audiences are largely segmented and easily targeted. Only audio, brevity doesn't allow for educating viewers about complex products, audience less attentive¹⁰.

　　Magazine: relatively¹¹ inexpensive, huge variety provides a high level of market segmentation, lots of space for detailed¹² product information, excellent graphical reproduction, long life span, repeat exposure to multiple readers. Not quickly modifiable, long lead time before printing, no guarantee of placement within the magazine.

　　Outdoor: inexpensive, little competition for customer attention, high repeat exposure. Limited information, little control over target audience.

　　Internet: potential mass audience, but no control and little targeting capability¹³. Difficult to control reader's attention, some delivery problems.

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