2018-3-9 Types of Advertising广告类别 Direct versus delayed response advertising 直接反应vs延迟反应广告 Direct response advertising: Encourages immediate action by consumer ·直接反应广告:促进消费者的即时反应 Delayed response advertising: Relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand 延迟反应广告:依靠强调品牌优势和令人满意的特点的信息 Types of Advertising广告类别 Corporate versus brand advertising ·公司和品牌广告 Corporate advertising: Creates a favorable attitude toward a company as a whole ·公司广告:将公司作为一个主体创建一个积极的形象 Brand advertising: Communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization ·品牌广告:针对某个特定组织提供的特定品牌所传播的其品牌特征、价值和优势2018-3-9 7 13 Types of Advertising广告类别 • Direct versus delayed response advertising • 直接反应vs延迟反应广告 • Direct response advertising: Encourages immediate action by consumer • 直接反应广告：促进消费者的即时反应 • Delayed response advertising: Relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand • 延迟反应广告：依靠强调品牌优势和令人满意的特点的信息 14 Types of Advertising广告类别 • Corporate versus brand advertising • 公司和品牌广告 • Corporate advertising: Creates a favorable attitude toward a company as a whole • 公司广告：将公司作为一个主体创建一个积极的形象 • Brand advertising: Communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization • 品牌广告：针对某个特定组织提供的特定品牌所传播的其品牌特征、价值和优势