2011商务英语中级口语精讲班讲义第一讲56

1.      Product Promotion: how to select appropriate members of staff to attend a trade fair\

2.      Product Promotion: how to promote an imported brand

3.      Product Promotion: the importance of effective use of media in promoting a new product

4.      Advertising: how to advertise a new product effectively

5.      Advertising: the importance of effective advertising

--First of all, effective advertising is good for a firm’s corporate image.  Some famous advertisements or commercials are remembered as classics even after many years.  This does not just benefit a specific product.  The company that produces this product also gains from this goodwill (intangible assets). Indeed, nowadays some firms even advertise just the brand name, without mentioning any particular product. Because they know in this way, all their products will benefit.

--A company’s demand comes from two groups: new customers and repeat customers.  Beyond designing strategies to retain current customers and build lasting customer relationships, firms should also try to attract new customers and create transactions with them, In my opinion, effective advertising is the best way to reinforce and expand a company’s customer base.

--Last but not least, good advertising can boost a firm’s income instantly.  As mentioned above, advertising will attract more new clients.  With the larger customer base, the company is bound to have more diversified revenue streams and profits will rise along the away.

6.      Advertising: how to plan an advertising campaign

7.      Advertising: how to select a suitable agency to handle a company’s advertising

8.      Advertising: the importance of selecting an appropriate advertising agency

9.      Advertising: how to achieve a strong visual impact in advertising

--Well, let’s look at a celebrated example of masterly use of visual impact. Calvin Klein, the famous attire and perfume maker, used to have a gigantic poster board erected in the middle of Times Square in New York City.  On the board, a black and white photo of a semi-nude male model wearing Klein pants grabbed every passer-by’s attention.  The whole message was conveyed subliminally without words.  That probably explains why today Calvin Klein has such a huge market share in men’s wear.