财金英语论文

财经英语

班 级： 税务1243班 小组成员： 沈婷 洪俞婷 郑潇 朱晨希

刘涛涛

How to build with the successful advertisement

Believe that every businessman, learned advertising power.A good advertisement,Is equal to the product directly to the consumer.Advertising and product is

interdependent,Good advertising does not necessarily come from a good product.But not a good product and advertising, it is hard to occupy the market.In our lives,we often see advertisements everywhere.people have different views. some people think that ads can help us know the new products faster,and also they will provide more informations about the new products for us.we will choose things well by comparing the products.it's very convenient for us.however,some people don't support ads.becouse there are too many ads and they may make people feel bored and unhappy.some ads can be confusing and misleading.some unsuccessful ads will lead us to buy something we don't like at all. so,when we choose things in supermarkets,we shouldn't believe all ads.make decidions by yourselves. So how can you just make system successful advertising?

Successful advertising five steps 1.The research analysis:

The first step:Research is the first step of advertising,Including the quality of products, packaging, characteristic and effect；How many similar products；Whether consumers has this aspect demand；What is the good. 2.Competitive brand research analysis

3.Consumer survey analysis:Including the field area, population, consumer psychology and behavior.

4.SWOT analysis of the product:Refers to the advantage of your product analysis. 5.To find the product comes in Advertising strategy

1.Can bring benefits to customers

2.Has a unique differences with competitors 3.Have support point for benefits 4.Can impress clients to buy

That is to say:brand-Brand differences-Support point,Such as pan ting ads, for example(pan ting,Healthy shine,Vitamin B5),Brand is the pan,Selling point is the hair healthy shine,Support point is vitamin B5,Target consumers are between 18 to 35 years old of young girls and young women. Creative performance was very impressive

1.Creative performance to support the interests of the brand 2.Strong memory to consumers 3.Impress consumers to buy Reasonable media plan 1.Media research

2.Media planning: evaluate the media benefit, decide the aim of the media

3.Media buying, execution: to determine the time, location, quantity, specification and value, you can go to buy

4.Media monitoring: ensure that the interests of investors Advertising review 1.Product profile is achieved

2.Whether to establish a brand reputation 3.Sales effectiveness

Conclusion：The five steps of successful advertisements 1.Who said: market research

2.What to say: the correct advertising strategy

3.How to say: have a shock of the surface of the creative 4.What time, place, said: the most suitable media plan 5.The effect after the said: assessment of advertising

The last，Here is a successful advertisement about cosmetics

In 1998, l 'oreal's drugstore brands Vichy to enter the Chinese market, with the concept of \"pharmacy skincare products\" for the first time. 1.Unique positioning

L 'oreal group of Vichy product positioning is \"a brand bring skin health, market positioning in the middle-grade, the target consumer is the rational, more easy to accept new things, pay attention to the brand to bring health, at the same time not too care about the price of women\". This orientation not only solved it with the difference between ordinary cosmetics, also solved its unique positioning in functional cosmetics.

2.The innovation of the channel

L 'oreal group believes that the positioning of the Vichy and pharmacy professional image is consistent. So, Vichy adhere to the \"sold only in pharmacies\". 3.Product packaging

In order to choose a pharmacy sales channel strategy, Vichy in the product packaging is also very suitable for pharmacy advocated healthy image. Vichy packing is given priority to with blue and white two colors, natural, elegant look was not decorated too much, is in line with the brand image of pure and fresh and healthy. 4.The choice of sales people

In order to highlight its professionalism, Vichy salesmen are the pharmacist. And at the same time will be free of healthy skin care cosmetics marketing consulting, professional skin test and together, to provide professional service for consumers. 5.Multiple way of advertising

According to the use of media division can be divided into two stages：The first stage: print ads and offline advertising，The second stage: TV ads.

CHIVAS THIS IS THE LIFE !

Chivas Regal is a blended Scotch whisky produced by Chivas Brothers, owned by Pernod Ricard. According to the brand packaging, Chivas Brothers was first established in 1801 in Aberdeen, Scotland. The Chivas brand's home is Strathisla Distillery at Keith, Moray in Speyside, Scotland. In 2009, Chivas Regal launch a new global advertising campaign, to run across all continents. 'Live with Chivalry' was created by the Euro RSCG advertising agency. The campaign features TV, press, and outdoor advertising. In comparison with the spirit of 'Live with Chivalry', this one canbedifined as ‘Living in comfort’. Actually, it doesn’t take me much time to find this gorgeous and outstnding adertisement among innumerable ad resources on the website. Cause this piece of commercial advertisement is very impressive, especially to me. Obviously the target consumer of this blended Scotch whisky produced by Chivas is not a poor student student like me but these successful whitecollars. There are four sentences in this advertising text, among which the first three ones show us a leisurely and comfortable scenery.—‘this is the stadium’,’this is the players’ and ‘this is the game’.

They are all in simple words, but simple words really make sence. Combining with the vedio, you will find the stadium is an enchanting and poetic ice lake, the players are three middle-aged men and the game they are participating in is not a competitive activity but a relaxing one—fishing. You can imagine what a charming sight it is! I dare say every successful man will yearn for this serene lakes, relaxing game and, most importantly, the luxury CHIVAS, not just me.

Following this three sentences comes the core of this ad—‘this is the life’. To us ordinary people life is easy. Apart from our daily work, we still own a lot of free time during which we can play sports, we can work out, we can go window-shopping, and we can do almost everything we want since we can afford it in the time. However, what about these successful middle-aged businessmen? They are not just living for themselves,

they have a lot of business to cope with, they have numerous meeting to attend, and finally they can spare rather little time to their family not mention to themselves. Besides the above busy job, nowadays these whitecollar men are still faced with rather heavy burdens in their work most of which are from intense competitions. Maybe they have been ranked in the list of upper-class gentlemen who earns a lot of money and owns very high social status, but most of them are still unhappy. That is why there are so many suicide cases among the whitecollar people around the world.

But here in this piece of advertisement every successful whitecollar people will find the nature of their life—live for themselves and enjoy their life accompanied by CHIVAS. The subtext of this ad now is very clear: you want to relax, you want to be outstanding , and you want to enjoy your life. No problem! Even you donnot have time to going out you can still feel the easy of life. Cause when you are drinking this kind of blended Scotch whisky produced by Chivas you will find yourself strolling in a haven of peace, leaving behind nothing but earthly troubles and heavy burden just like the image the vedio present to you. Wanting to be special and wanting to be outstanding, the CHIVAS will provide you with a new way to make you different. Drinking this whisky you can have a experience of luxury tour that will remind you and inform others that you are the exalted one.

In my point of view this advertisement are very fantastic, despite of the simple sentences and plain words. Although four sentences form the advertising text, only the last sentence displays the core of this advertisement—‘This is the life’. I guess many of us haven’t fully understood the meaning of this sentence. Maybe in the eyes of other people we are enjoying our life freely, but to ourselves we are still in the long journey of seeking the truth of our life. So everyone, I mean, not just a poor student like me or the successful whitecollar man need to know that it is high time to find the truth of our life and enjoy our life. We should not live for the sake of living. This advertisement of CHIVAS really helps me out. Though I cannot afford a bottle of this wine at present, I am still deeply convinced that one day I will be the one who drinks CHIVAS as a way to enjoy my life.

Before China , commercial advertisement return back to a peak not getting to jolt, already existence is burning the immense foam constitutive and is not reason behavior; With consumer's maturity , the industry norm, enterprise also meeting trend reason , natural meeting make fall after rise , start using the average model will become main current; At the same time, advertisement will appear all of a sudden and the trend is gradually mature, avoid challenge without end. Enterprise starts using the image spokesman , possibility has various purpose, age thinking that \"subchord wind of effect \" and speculation is in vogue especially. The author has been in the summary carrying out theory on the viewpoint that the image spokesman \"sells according to accurate camp\" , has discovered the modern marketplace image spokesman basic characteristic property, unique , distinct individuality advocates through advertisement way janitor brand, make a product manage to build some species connection with target consumption group , enter consumer's life and ken smoothly , reach with that intelligent deep communicate with, in and the person sets up some species impression and position at heart, using a brand becomes a meaningful with additional value magic figure code. He accepts the masses by the fact that the certain intermediary or carrier propagation appeals to a target , thereby, sets up and makes the brand image individuation in the brand if the marketplace saying is middle. His image having personality charm alone possibly by the fact that the brand founds person replaces a word, distinct brand individuality and confidence are used by the masses by target; The affinity advertisement replaces a word or by the fact that the movie and TV star , the society celebrity pole have , the purchase making brand product prompt to target consumption group exerts one's influence on sb; Or narrate by the fact that the fiction personage deduces a brand, idea and value take the janitor brand face, win a target accept numerous acception; Or by the fact that image of dyadic cartoon cartoon animal replaces a word, mold lively the brand image lovable , finding everything fresh and new, lets person produce fine association and impression in looking at one each other laughing at to the brand. His image is equal to enterprise image , reason why not completely on behalf of a word , his walking makes red being going to being able to be in favour not implying a product. The enterprise supervision and their

composition appear pretty important right away. They also should have but the self-control responsibility mental consciousness , melt really to enter this corporate culture, real intention goes to deduce a product propagating idea, only meaning that can bulge cash publicizing

Advertising for a people don't need to, don't eager to have wonder of the product shape.But a skilled advertising man can reflect product had neglected, and arouse people have desires.