unit 7. e_commerce english

8/22/2019 Unit 7. E_commerce English

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ADVERTISING1. Print advertising (n) : quang cao in n2. Readership (n) : s lng/t p th c gia3. Glossy (a) : bong4. Mediocre (a) : thng/xoang5. Broadcast advertising (n) : quang cao phat song6. Jingles (n) : s l p m ( gi s chu y)7. Outdoor advertising (n) : quang cao ngoai tri8. Subtly (adv) : mt cach tinh t9. Showcase (n) : gii thiu10. Prominently (adv) : d thy11. Evidently (adv) : hin nhin, d dang12. Social welfare (n) : phuc li xa hi13. Energy conservation (n) : bao tn nng lng14. Deforestation (n) : nan pha rng15. Illiteracy (n) : nan mu ch

16. Poverty (n) : nan oi17. Public service advertising (n) : quang cao dich vu cng cng18. Celebrity advertising (n) : quang cao thng qua ngi ni ting19. National advertising (n) : quang cao quc gia20. Retail/local advertising (n) : quang cao ia phng21. Primary-demand advertising (n) : quang cao nhu cu c ban22. Selective-demand advertising (n) : quang cao nhu cu chon loc23. Business-to-business advertising : quang cao t doanh nghi p n doanh nghi p24. Industrial goods (n) : hang cng nghi p25. Professional advertising (n) : quang cao ngh nghi p26. Trade advertising (n) : quang cao thng mai

Advertising is a form of communication intended to persuade an audience (viewers,readers or listeners) to purchase or take some actions upon products, ideas, or services. It isusually paid for by sponsors and viewed via various media.

Print advertising: The print media have always been a popular advertising medium.Advertising products via newspaper or magazines is a common practice. In addition to this,the print media also offer options like promotional brochures and fliers for advertising

purposes. Often the newspapers and the magazines sell the advertising space according to thearea accupied by the advertisement, the position of the advertisement as well as the readershipof the advertisement. The price of print ads also depends on the supplement in which theyappear, for example, an advertisement in the glossy supplement costs higher than that in the

newspaper supplement which uses a mediocre quality paper.Broadcast advertising: This is very popular advertising medium that consists of

several branches like television, radio or the internet. Television advertisements have beenvery popular since they have been introduced. The cost of television advertising oftendepends on the duration of the advertisement, the time of broadcast (prime time/peak time)and of course the popularity of the television channel on which the advertisement is going to

be broadcast. The radio jingles have been very popular advertising media and have a largeimpact on the audience, which is evident in the fact that many people still remember andenjoy the popular radio jingles.

Outdoor advertising: This is also a very popular form of advertising, which makesuse of several tools and techniques to attract the customers outdoors. The most commonexamples of outdoor advertising are billboards, kiosks, and also several events andtradeshows organized by the company. The billboard advertising is very popular, however,has to be really terse and catchy in order to grab the attention of the passers-by. The kiosks


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not only provide an easy outlet for the companys products but also make for an effectiveadvertising tool to promote the companys products. Organizing several events or sponsoringthem makes, for an excellent advertising opportunity.

Covert advertising: This is a unique kind of advertising in which a product or aparticular brand is incorporated in some entertainment and media channels like movies,television shows or even sports. There is no commercial in the entertainment but the brand or

the product is subtly (or sometimes evidently) showcased in the entertainment show.Surrogate advertising: This is prominently seen in cases where advertising aparticular product is banner by law. Advertisements for products like cigarettes or alcoholwhich are injurious to health are prohibited by law in several countries and hence thesecompanies have to come up with several other products that might have the same brand nameand indirectly remind people of the cigarettes or beer bottles of the same brand.

Public service advertising: This is technique that makes use of advertising as aneffective communication medium to convey socially relevant messages about importantmatters and social welfare causes like AIDS, energy conservation, political integrity,deforestation, illiteracy, poverty and so on.

Celebrity advertising: This is the type of advertising in which advertisers bank upon

celebrities and their popularity for advertising their products. Using celebrities for advertisinginvolves signing up celebrities for advertising campaigns which consist of all sorts advertisingincluding television ads or even print advertisements.

Advertising can also serve to communicate an idea to a large number of people in anattempt to convince them to take a certain action.

Advertising to consumer marketsNational advertising is advertising done by large companies on a nationwide basis or

in most regions of the country. Most of the ads for well-knowm companies and brands thatare seen on prime-time TV or in other major national or regional media are examples ofnational advertising.

Retail/Local advertising is advertising done by retailers or local merchants toencourage consumers to shop at a specific store, use a local service, or patronize a particularestablishment. It tends to emphasize specific patronage motives such as hours of operation,service, atmosphere, image, or merchandise assortment.

Primary-demand advertising is designed to stimulate demand for the general productclass or entire industry. An advertiser might concertrate on stimulating primary demand when,for example, its brand dominates a market and will benefit the most from overall marketgrowth. This type of advertising is in contrast to selective-demand advertising which focuseson creating demand for a specific companys brand. Most advertising for products andservices is concerned with stimulating selective-demand type of advertising and emphasizesreasons for purchasing a particular brand.

Advertising to business and professional marketsBusiness-to-business advertising is advertising targeted at individuals who buy orinfluence the purchase of industrial goods or service for their company. Industrial goods are

products that either become a physical part of another product (raw material or componentparts), are used in manufacturing other goods (machinery), or are used to help a companyconduct its business (office suppliers, computers). Business services such as insurance, travelservices, and health care are also included in this category.

Professional advertising targeted to professionals such as doctors, lawyers, dentists,engineers, or professors to encourage them to use a companys product in their businessoperations. It might also be used to encourage professional to recommend or specify the useof a companys product by end users.

Trade advertising is advertising targeted to marketing channel members such aswholesalers, distributors, and retailers. The goal is to encourage channel members to stock,promote, and resell the manufacturers branded products to their customer.


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In short, there is no best way to advertise your product or service. It is important toexplore the various advertising media and select those which will most effectively conveyyour message to your customer in a cost-efficient manner.

QUANG CAO

Qung co l mt hnh thc truyn thng nhm mc ch thuyt phc khn gi (ngixem, ngi c hay ngi nghe) mua hng hoc c mt s hnh ng theo sn phm, tng, hoc dch v. N thng c tr bi nh ti tr v c xem thng quanhiu phng tin truyn thng khc nhau.

In qung co: Cc phng tin in lun lun c c mt phng tin qung co phbin. Qung co sn phm thng qua cc t bo hoc tp ch l mt thc t ph bin. Thmvo , cc phng tin in cng cung cp ty chn nh t ri qung co v t ri chocc mc ch qung co. Thng th cc t bo v cc tp ch bn khng gian qungco theo khu vc accupied bi qung co, v tr ca qung co cng nh c gi ca qungco. Gi qung co in cng ph thuc vo b sung, trong h xut hin, v d, mt qung

co trong cc chi ph b sung bng long cao hn trong b sung t bo trong sdng mt giy cht lng bnh thng.Pht sng qung co: y l phng tin qung co rt ph bin m bao gm mt

s ngnh nh truyn hnh, pht thanh, internet. Qung co truyn hnh rt ph bin k tkhi h c gii thiu. Cc chi ph qung co truyn hnh thng ph thuc vo thi

gian qung co, thi gian pht sng (tng thi gian / thi gian cao im) v tt nhin s niting ca knh truyn hnh m trn cc qung co s c pht sng. Cc jingles i phtthanh c phng tin truyn thng qung co rt ph bin v c nhhng ln trn cc khn gi, l iu hin nhin trong thc t l nhiu ngi vn cnnh v tn hng jingles i pht thanh ph bin.

Qung co ngoi tri: y cng l mt hnh thc rt ph bin ca qung co, m lm

cho vic s dng mt s cng c v k thut thu ht khch hng ngoi tri. Cc v d phbin nht ca qung co ngoi tri l bng, cc qun, v cng c mt s s kin v t chcti tr chng trnh ca cng ty. Cc bng qung co l rt ph bin, tuy nhin, cthc s ngn gn v d nh ly s ch ca khch qua ng. Cc quy khng ch cungcp mt li thot d dng cho cc sn phm ca cng ty m cn lm cho mt cng c qungco hiu qu qung b sn phm ca cng ty. Mt s t chc s kin hay ti trcho h lm cho, cho mt c hi qung co tuyt vi.

Covert qung co: y l mt loi c o ca qung co trong mt snphm hay mt thng hiu c th c kt hp trong mt s knh gii tr v truynthng nh phim nh, chng trnh truyn hnh hoc thm ch th thao. Khng c thngmi trong gii tr, nhng thng hiu hoc sn phm c tinh t (hoc i khi r rng) gii

thiu trong chng trnh gii tr.i din qung co: y l ni bt nhn thy trong trng hp qung co mt sn

phm c th l biu ng ca php lut. Qung co sn phm nh thuc l hoc ungru m gy tn hi cho sc khe u b cm ca php lut mt s nc v do cc cngty ny phi a ra mt s sn phm khc c th c cng mt thng hiu nhc nh mingi v gin tip ca thuc l hoc chai bia ca cng thng hiu.

Dch v cng cng qung co: y l k thut s dng cc qung co nh lmt phng tin truyn thng hiu qu chuyn ti thng ip x hi c lin quan vcc vn quan trng v gy ra phc li x hi nh AIDS, bo tn nng lng, tnh chnhtr, ph rng m ch,, i ngho v nh vy.

Ngi ni ting qung co: y l loi hnh qung co trong cc nh qungco ngn hng khi ngi ni ting v ph bin ca h qung co sn phm ca h. Sdng ngi ni ting qung co lin quan n vic ng k ngi ni ting cho cc chin


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dch qung co bao gm tt c cc loi qung co bao gm qung co truynhnh hoc thm ch cc qung co in.

Qung co cng c th dng giao tip mt tng mt s lng ln ngi dntrong mt n lc thuyt phc h c mt hnh ng nht nh.

Qung co cho th trng tiu dng: Quc gia qung co l qung co c thchin bi cc cng ty ln trn c s c nc hoc hu ht cc vng ca t nc. Hu ht

cc qung co cho cc cng ty ni knowm v thng hiu c nhn thy trn truyn hnhtng thi gian hoc trong cc phng tin truyn thng quan trng quc gia hoc khu vcl v d v qung co quc gia.

Qung co a phng l qung co c thc hin bi cc nh bn l hoc ccthng gia a phng khuyn khch ngi tiu dng n mua sm ti mt ca hng cth, s dng mt dch v a phng, hoc c s bo tr c bit. N c xu hng nhnmnh s bo tr ca ng c c th nh gi hot ng, dch v, bu khng kh, hnh nh,hoc cc loi hng ha.

Qung co theo yu cu chnh c thit k kch thch nhu cu cho cc lp snphm ni chung hoc ton b ngnh cng nghip. Mt nh qung co c th concertrate vkch cu u khi no, v d, thng hiu ca mnh chim lnh mt th trng v s c

hng li nhiu nht t s tng trng th trng tng th. Loi qung co ny l tri ngcvi chn lc theo yu cu qung co trong tp trung vo vic to ra nhu cu cho thnghiu ca mt cng ty c th. Hu ht cc qung co cho cc sn phm v dch v lin quann vic kch thch nhu cu la chn loi hnh qung co v nhn mnh l do mua mtthng hiu c th.

Qung co cho th trng kinh doanh v chuyn nghip: Kinh doanh-to-kinh doanhqung co l qung co nhm vo c nhn ngi mua hoc nh hng n vic mua hngha cng nghip, dch v cho cng ty ca h. Cng nghip hng ho l sn phm hoc ltr thnh mt phn vt cht ca mt sn phm khc (nguyn vt liu hoc b phn thnh

phn), c s dng trong sn xut hng ho khc (my mc), hoc c s dng gipmt cng ty hot ng kinh doanh (cc nh cung cp vn phng, my vi tnh). dch v kinhdoanh nh bo him, dch v du lch, v chm sc sc khe cng c bao gm trong thloi ny.Chuyn nghip qung co nhm mc tiu n cc chuyn gia nh bc s, lut s, nha s, k

s, hoc gio s khuyn khch h s dng mt sn phm ca cng ty trong hot ng kinhdoanh ca h. N cng c th c s dng khuyn khch chuyn nghip gii thiuhoc ch nh vic s dng cc sn phm ca mt cng ty ca ngi dng cui.qung co thng mi c qung co nhm mc tiu cho cc thnh vin knh tip th nhbn bun, nh phn phi, v cc nh bn l. Mc ch l khuyn khch cc thnh vinknh chng khon, thc y, v bn li cc sn phm mang nhn hiu ca nh sn xut chokhch hng ca h.

Trong ngn hn, khng c cch no tt nht qung co sn phm hoc dch v cabn. iu quan trng l khm ph cc phng tin qung co khc nhau v chn nhngngi m hiu qu nht s truyn ti thng ip ca bn n khch hng mt cch hiu quchi ph.

unit 7. e_commerce english

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