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  3. Is advertising important or not? What factors must one take into account when developing advertising strategy?

Is advertising important or not? What factors must one take into account when developing advertising strategy?

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问题 Is advertising important or not? What factors must one take into account when developing advertising strategy?  
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答案Suggested answers: a．Advertising is very important. For most companies or firms, especially those selling consumer products and services, advertising is the most important element in the promotion mix. As a firm develops its advertising strategy, it must consider three factors: first, the massages it wants to convey; second; the media available for conveying the message; and third, the extent to which the firm wants to globalize its advertising effort. At the same time the firm must take into account relevant cultural, linguistic, and legal constraints found in various national markets. b．A popular way to motivate people to spend money is through advertising. The alert consumer has a number of resources at his or her command when choosing goods and services. Advertising is one of the important resources. When you make an overall plan for launching a new product, you have to take several factors into account, such as the advertising form, advertising message, and the advertising budget, or money set aside for buying space in newspapers, magazines, or buying time on television or on the Internet. c．Advertising is necessary. Merchants inform consumers of products, their uses and prices through advertisements they place in the media. Advertising is especially important in today’s large-scale national market because“word-of-mouth”knowledge about products is impractical. Businesses find advertising useful because it enables them to differentiate their products from those of their competitors. Stereotypes are useful to advertising because they’re basically shorthand. You’ve got thirty seconds to get your main selling point across. And with a stereotype you can establish a theme in tow. A stereotype is consistent and easily identifiable to a whole national group.
解析 promotion mix 促销宣传混合效应。stereotype成规，定型，刻板，老套。word-of-mouth publicity口碑，口头宣传。 differentiate区分，鉴别。shorthand速记，简略表达方式。
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