《广告宣传英语》

Unit 1Promotion through history1

Text 1.1 The promotion mix1

Text 1.2 Advertising in bygone days7

Text 1.3 Promotion services10

Unit 2Sales promotion14

Text 2.1 Basic principles of sales promotion14

Text 2.2 New promotion techniques17

Text 2.3 Premium success18

Text 2.4 Sales promotion information20

Unit 3Public relations and personal selling24

Text 3.1 Public relations24

Text 3.2 Our 33-year-old soap queen29

Text 3.3 Personal selling31

Text 3.4 Salespeople34

Unit 4Advertising37

Text 4.1 Advertising expenditure37

Text 4.2 Advertising as persuasion41

Text 4.3 Advertisements43

Unit 5Advertising campaigns48

Text 5.1 PER recruitment consultancy48

Text 5.2 Swarfega Best competition51

Text 5.3 Target in practice55

Unit 6The media58

*Text 6.1 Advertising media58

Text 6.2 Select the advertising media62

Text 6.3 The rise of media buyig63

Unit 7Advertising culture66

Text 7.1 An open door to fame and fortune66

Text 7.2 Ad-skipping horror hits agencies68

Text 7.3 Music biz should pay the piper70

Unit 7Advertising standards72

Text 8.1 Excerpts from the British Code of Advertising Practice72

Text 8.2 British try to play fair on hard sell76

Text 8.3 Will truth ruin the appetite for advertising?79

Answer key82

参考译文109

第1单元历史上的推销109

课文1.1 推销组合109

课文1.2 广告小史110

课文1.3 推销服务112

第2单元促销113

课文2.1 促销的基本原理113

课文2.2 新推销术114

课文2.3 成功的奖励法114

第3单元公共关系及人员销售115

课文3.1 公共关系115

课文3.2 我们三十三岁的肥皂皇后116

课文3.3 人员推销117

课文3.4 推销员118

课文4.1 广告费用119

第4单元广告119

课文4.2 广告的劝导作用120

第5单元广告运动121

课文5.1 PER招工咨询121

课文5.2 运作中的塔基124

第6单元媒介126

课文6.1 广告媒介126

课文6.2 选择广告媒介127

课文6.3 媒介购买的崛起128

第7单元广告文化129

课文7.1 通向名利之门129

课文7.2 略过广告吓坏代理处130

第8单元广告标准131

课文8.1 英国广告法规节选131

课文8.2 英国力图公正对待强行推销133

课文8.3 真实会破坏人们对广告的爱好吗?135

生词表137