,*,University of International Business and Economics,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,*,UNIT TWENTY,Advertising Agent,Words&Expressions,advertising agent广告代理商,partnershipn.合伙关系,business scope业务范围,full-service advertising agency全面整体效劳广告代理商,advertising account广告客户,advertising budget广告预算,dwindlev.缩减，减少,advertising strategies广告策略,Words&Expressions,boostv.推进，促进,market share市场份额,brand recognition品牌认同,home appliance家用电器,media planners媒介筹划者,art directors艺术总监,copywritersn.广告撰稿人,graphic designer美术设计者,Words&Expressions,recruiting and rewarding system招聘和薪酬制度,account manager 客户经理,toiletriesn.化装品，化装用具,best case最正确案例,media placement媒介投放,across-the-board services全盘的，全面的,advertising campaign广告促销活动,affiliated companies附属公司,Words&Expressions,market research市场调查,public relation公共关系,product promotion产品推广,advertising proposal广告方案,excelv.胜出，超过,advertising fee广告费,fee-commission combination效劳费佣金费混合制,Words&Expressions,media space媒介空间,practicen.惯例，做法,securev.保证,media budget媒介预算,account service 客户效劳,straight-fee system直接效劳费制,Useful Phrases and Examples,1.stay flat保持不变，毫无起色,The revenue of Rainbow advertising agency keeps climbing up while that of their major rivals stays flat over the past two years.,2.line 产品的类型，种别,Our company has a nice line in cosmetics.,3.briefn.摘要，陈述课文中指广告商要求广告代理到达的目标陈述,This is a brief of our advertising case in hand.,Useful Phrases and Examples,4.on a monthly/weekly/daily basis按月/周/天，每月/每周/每天,We negotiated with our business counterpart on a daily basis for two weeks.,5.in proportion to相对于某物来说，与某物成比例,Our advertising budget is not in proportion to R&D investment.,Notes,1.全面效劳的广告代理商full-service advertising agency：有能力筹划和执行整个广告活动的大中型广告代理商。这些大中型广告代理商一般有附属公司或合作公司为他们提供市场调研、公共关系等工作。,2.奥美广告公司Ogilvy&Mather：美国广告公司，1948年由大卫奥格威创立，从当初只有两名员工的小公司开展成为今天拥有359个分公司、遍布全球100个国家的大型广告公司，现在是世界广告公司八强之一。,3.广告活动advertising campaign：包括四个局部:制作适当的产品销售信息、向受众传达方式、选择投放时机，预算合理本钱。通常广告商制定一项能测定的广告目标，为到达这一目标广告代理商制定广告战略，然后在市场上执行。活动包括:广告筹划、广告制作、产品销售及营销等。,Notes,4.客户效劳account service：广告代理商的核心工作是为企业客户提供优质效劳。通过为客户提供广告筹划和执行效劳而与之建立长期伙伴关系，增加企业利润，开拓企业开展前景。,5.媒介策略media strategy：媒介筹划的问题包括:在不同的案例中分别选择何种媒介，选择的理由是什么，该媒介如何到达广告目标要求。如:所选媒介的类别电视、杂志、网络、体育赛事；广告预算的具体分配具体到地区、媒介和时间段；期望到达的目标；主要目标市场和次要目标市场的规模等等。,6.媒介效劳media service：媒介是受众者接收到广告的载体。广告代理商提供的媒介效劳包括媒介评估、媒介选择和向客户提供适当的媒介组合及策略方案。,A,nswer Key-blank,1)with2)for3)of4)with 5)of,6)for 7)for 8)to 9)in 10)on,A,nswer Key-translation,1)We are seeking for a full-service advertising agency that can provide quality advertising planning for us.,2)Our company sells a line of commodities.We expect that your advertising agency has an in-depth knowledge and rich experience in this industry with some best cases in this regard.,3)We have been serving as the full-service advertising agency for P&G with satisfaction and appreciation from our customer.,4)The capacity of making accurate media strategy is an indispensable ability of an advertising agency.,A,nswer Key-translation,5)We are able to manage the entire advertising campaign and extend our services beyond the media because we have affiliated companies that can do market research,public relations,and product promotion for us.,6)Our company adopts a fee-commission combination;in other words,we charge customers media commission on a monthly basis regardless of the actual amount of service we have provided in that month.,7)With a charge of media commission only,we provide professional services in media planning,media budgeting and account service free of charge.,A,nswer Key-translation,8)The commission is 15%of the total expenditure of the media space we buy for customers.,9)Our previous agent uses straight-fee system,which charge every service provided on an hourly basis or monthly basis.,10)With sound operation and reputation and your excellence over other competitors in media plan presentation,your company is selected as our advertising agency.,