流利说商务英语 Level 6 Unit 2 Part 2(一) Advertising Methods

流利说商务英语 Level 6 Unit 2 Part 2(一) Advertising

Methods

Advertisers use many different strategies to reach consumers.

Here are some of the most common ones.

❖ product demonstrations

In a product demonstration, potential customers are shown how a product works.

Because they can see a product being used in person, they may be more likely to buy it.

Traditionally, product demonstrations have been held by salespeople in physical stores.

Nowadays, brands also use online channels, such as social media.

❖ word-of-mouth

Word-of-mouth refers to when customers tell other people about a brand or product they like.

When people are satisfied with a product, word-of-mouth may happen naturally. But companies can also encourage it by rewarding customers.

For example, some companies give customers discounts if they recommend a product to a friend.

After seeing a product demonstration, a customer may buy a product because they saw how it worked in person. Companies can encourage word-of-mouth by rewarding customers with gifts or discounts. Sometimes brands create hashtags on social media to raise awareness and encourage word-of-mouth. ❖ product placement

Product placement is a practice in which a brand pays to feature its products in movies or TV shows.

For example, if a character in a television show is drinking a brand of soda, that soda is likely a product placement.

While product placement is initially very expensive, it can result in a large

increase in sales or brand exposure.

❖ digital advertising

Digital advertising refers to any form of advertising or marketing that appears online.

It commonly includes social media, email, and search engine marketing.

Digital advertising allows companies to leverage analytics platforms to gather sophisticated data from users. Through analytics platforms, detailed data can be collected based on how people interact with online advertisements.

In 2017, the amount of money US companies spent on digital advertising surpassed traditional advertising. It's reported that Hershey's saw a 65% increase in sales after it spent 1 million dollars on product placement in the movie E.T. Online advertising is any type of advertising that appears on the Internet. If you see a character in a movie using a certain brand, it is likely a product placement.