[ 2007-02-21 10:13 ]
National: advertising a copyrighted product or service across the national
footprint. Identifies brand name and emphasizes national presence.
Retail: advertising by outlet emphasizing image and variety.
Direct: advertising directly to customers to avoid middlemen and response
Advocacy: public communication that uses a perspective on a recognized
Comparative: compares one product to another, highlighting strengths and
benefits over a competing product.
Emotional: creates a mood, arouses feelings, tries to meet psychological
Lifestyle: associates brand/product/service with the way people live and
Testimonial: affidavit of support by a customer or celebrity.
Reason why: touts the benefit and necessity of a product to avoid adverse
Slice of life: typically focuses on an average family and everyday or common
Television: most expensive, audio-visual impact, reaches a mass audience,
easily and effectively targeted based on well-known viewer demographics.
Newspaper: most widely used medium, rapid and flexible coverage, ads easily
changed, less expensive than television. Short attention span, poor reproduction
quality, usually no color, not easily targeted.
Direct mail: less expensive than TV or newspaper but higher advance costs,
audience easily selected, demographics of percentage of serious recipients can
be predicted in advance.
Radio: fairly inexpensive, mass audience, audiences are largely segmented and
easily targeted. Only audio, brevity doesn't allow for educating viewers about
complex products, audience less attentive.
Magazine: relatively inexpensive, huge variety provides a high level of
market segmentation, lots of space for detailed product information, excellent
graphical reproduction, long life span, repeat exposure to multiple readers. Not
quickly modifiable, long lead time before printing, no guarantee of placement
within the magazine.
Outdoor: inexpensive, little competition for customer attention, high repeat
exposure. Limited information, little control over target audience.
Internet: potential mass audience, but no control and little targeting
capability. Difficult to control reader's attention, some delivery problems.
（来源：洋话连篇 英语点津 Annabel 编辑）