外贸英语的结业论文Let‘s Make Things Better—discussion about product and advertising

( Urban planning 0401,  NO. 05FY040)

Abstract: Product advertising is generally accepted as an important part of the marketing mix. We should make good use of it and let ads serve the whole society.

Keywords: product, advertising, corporation 

    As we all know, advertisements is so widely seen in out daily life. In the screen of TV sets, out of the wall of a house, or even a beautiful logo in a T-shirt, as an actual of fact, ads almost can be seen anywhere in the world human beings live in. Wherever we visit around, lots of different kinds of ads can be shown in front of us, slow down our steps and catch our eyes .

    Undoubtedly speaking, product advertising is generally accepted as an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasising its positive qualities. With more audience learn its positive qualities from the ads, more will change into customers to buy it as well. In this way, almost all successful corporations spare no effect to devote human resources and finances to the spread of their ads.--(It’s aim is to increase sales by making a product or service well-known to the public by promoting a  positive image of the product. When the consumer had learned about the  positive image of the product that they needed, they will choose the product without doubt，in this way a bigger market is procured. )

    As a report showed us, from 1995 to 2000 in China, the most valuable brands all belong to the corporations investing a lot in product advertising. And the whole investment in product advertising is also increase fast year by year. In 1994, the average amounts of product advertising of the top 22 corporations, is less than 38 million, but up to 211 million in 1999. As a reward, those corporations, who have invested more than others, have a higher profit rate than others as where, which is significantly vital for any corporations.

    For the aim of longing for more profits, corporations have to take measures to make their product known to more people. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the internet and direct mail. The design and organisation of advertising campaigns is usually the job of an advertising agency.

    No matter the ads is complanate or three-dimensional, silent or vocal, coloured or uncoloured, basically speaking, it must have a creative and imaginative idea to attract people’s attention, which is easily said than done. As consumers get more used to advertising, companies have to come up with better ways of ensuring that people pay attention to their ads. Some choose the most popular super-stars in entertainment industry, while others turn to the winners who have been awarded lots of prizes in competitions or activities, including both local Chinese and foreigners. Why they spend so much money in selecting a star to represent their products? I think even a child will talk out the answer without hesitation. That’s because they like such people as follows: Jay Chow, StefanieSun, CoCo lee, Andy Lau, Ronaldo, Jackie Chan, Yao Ming and so on. Love me, love my dog!--(I think even a child can answer this question without hesitation. That’s because they like  they idol such as Jay Chow, StefanieSun, CoCo lee, Andy Lau, Ronaldo,

Jackie Chan, Yao Ming and so on，and they like to follow their idol.)

 So it’s easy to understand that so many youngsters will ask the sellers to give him a shoe the same as the one some VIP having worn, although the price of which is much high than those with the same quality and types.