高中英语人教版必修第三册10

[00:08.39]Reading

[00:09.43]PLANNING AN ADVER TISING CAMPAIGN

[00:13.17]The planning of an advertising 1 campaign usually begins long before the product is introduced to customers.

[00:21.63]Advertisement professionals meet with representatives of the company to discuss how the product should be presented and promoted.

[00:30.69]Large companies may have their own advertising department,

[00:35.06]but most companies choose to hire an independent advertising firm.

[00:39.86]In the first few meetings,

[00:42.29]the people who make the product and advertisers discuss not only how the product should be marketed,

[00:48.95]but also how the design of the product might be changed in order to attract as many customers as possible.

[00:56.61]Once the general strategy 2 is decided 3,

[01:00.58]the advertising firm begins planning the campaign.

[01:03.90]The firm collects as much information as possible about the product and the customers who might buy it.

[01:10.97]The person at the advertising firm in charge of the projest then holds a meeting.

[01:16.43]Present will be a person to think up an idea for an advertisement,

[01:21.71]and a person to buy space in newspapers or time on TV.

[01:25.63]There will be a writer to write the text and a designer to design the ad,

[01:31.59]using pictures or photographs and the text.

[01:34.62]The advertising team must also decide how and where the ads will be shown.

[01:40.52]Billboards, or poster boards,

[01:43.99]are relatively 4 cheap and can reach a lot of people traveling by car,bus, train or subway in cities.

[01:51.65]A large, well-designed poster can attract new customers and inform them about a new product.

[01:58.18]However, posters are usually seen from a distance and only for a short time,

[02:04.42]so the ads cannot provide detailed 5 information.

[02:08.08]Ads for products that must be explained are usually more effective if they are place if they are placed in newspapers and magazines.

[02:16.54]People spend more time reading newspaper ads than posters,

[02:21.19]so the ads can give more information about the product.

[02:24.61]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.

[02:36.26]Ads broadcast on the radio or TV are more expensive but can reach very large audiences.

[02:44.73]If am ad is broadcast during a popular radio or TV programme,

[02:50.03]it can be seen or heard by millions of listeners of or viewers.

[02:54.08]Radio and TV ads also have the advantage of being very powerful.

[03:00.04]Radio ads use words and music to promote a product,

[03:04.40]and TV ads combine words, images, sound and music to persuade consumers.

[03:10.88]The Internet is a relatively new medium for advertisements.

[03:15.84]Different kinds of ads are found on websites offering sevices and information.

[03:21.90]Some Internet ads are similar to traditional ones:

[03:25.37]“banner ads” are placed above or to the side of the content of a website.

[03:30.65]Perhaps the most exciting feature of Internet ads is that they are “interactive”

[03:37.00]ie potential customers can click the ads of find out more about a product of service they are interested in.

[03:45.36]Customers can also send in question and comments to the company.

[03:50.32]Interactive ads can also change depending on you interests and habits.

[03:56.80]For example, if you often visit websites containing information about a certain hobby,

[04:02.76]sport, or lifestyle, the computer can keep track of your visits and send you ads about products you are likely to be interested in.

[04:11.69]As a result, two people who visit the same website many see different ads.

[04:17.75]New technology also allows ad-makers 6 to reach customers in new ways.

[04:24.31]“Pop-up ads” open in a small square when you visit a website.

[04:29.77]These ads can be annoying when you are trying to read or access information on a website.

[04:36.43]The least popular type of Internet ad is called “spam”.

[04:41.89]It refers to advertisement messages that are sent via e-mail to thousands of customers at a time.

[04:49.44]Spam is so unpopular that most e-mail services offer software that blocks unwanted messages.

[04:57.90]Spam also causes many problems, so some not directly aware of made laws to limit spam.

[05:04.74]Messages that we are not directly ware 7 of often the most powerful.

[05:10.70]Because we don’t know that we are receiving a message,

[05:14.54]we are not as critical as we should be.

[05:17.28]When we walk down the street,

[05:19.32]watch a TV programme or a film or surf the Internet,

[05:23.40]we come across hundreds of ads that we may not notice.

[05:27.24]In fact, many of the pictures we see in newspapers and TV programmes are filled with ads.

[05:34.29]This method of advertisement works 8 by showing products in a programme or film without telling the audience that it is an advertisement.

[05:44.32]For example, and action hero might drink a special kind of soda 9, drive a certain car,

[05:51.40]or use a product as part of the film.

[05:54.43]The company who makes the product pays the makers of the film to show the product and the brand name.

[06:02.00]Whatever advertisement method a company chooses,

[06:03.34]the advertising team will design the campaign and prepare a strategy.

[06:08.17]When the advertisement is ready, it is shown to company.

[06:12.64]If the company agrees,

[06:14.60]they may try it out in a small part of the country to see if product sales increase as a result of the advertisement.

[06:21.83]If they do, then it will be used throughout the country.

[06:26.69]Otherwise, the whole programme will be reviewed.

[06:29.75]Researchers will go out and interview possible customers to fine out the reasons for the failure