sensation流利说商务英语level6unit2part2(Advertisement)

2021年1月9日发(作者：荣晋)
Lesson 1 Advertising method
Advertisers use many different strategies to reach consumers. Here are some of
the most common ones.
Product demonstrations
In a product demonstration, potential customers are shown how a product works.
Because they can see a product being used in person, they may be more likely to
buy it.
Traditionally, product demonstrations have been held by salespeople in physical stores.
Nowadays, brands also use online channels, such as social media.
Word- of-mouth
Word-of-mouth refers to when customers tell other people about a brand or product
they like.
When people are satisfied with a product, word-of-mouth may happen naturally.
But companies can also encourage it by rewarding customers.
For example, some companies give customers discounts if they recommend a product
to a friend.


Product placement
Product placement is a practice in which a brand pays to feature its products in movies or TV
shows.
For example, if a character in a television show is drinking a brand of soda, that soda is likely
a product placement.
While product placement is initially very expensive, it can result in a large increase in sales or
brand exposure.
Digital advertising
Digital advertising refers to any form of advertising or marketing that appears online.
It commonly includes social media, email, and search engine marketing.
Digital advertising allows companies to leverage analytics platforms to gather sophisticated
data from users.

Lesson 2 Making an ad
Advertisers
Advertisers are businesses that pay money to create ads and show them to an audience.
They own the product or service that is being advertised.
Frequently, advertisers hire advertising agencies to design ads.
They also pay publishers, like social media sites, to access advertising space and distribute
ads.
Advertising agencies
An advertising agency is a company that creates advertisements.
It is also involved in marketing and branding strategies, such as logo design.
Ad agencies are often hired to give a new perspective on how to promote a brand or product.
Because ad agencies are independent from their clients' marketing teams, they often offer
fresh and creative ideas.
Publishers
A publisher owns a platform that advertises a product or service.