【学习笔记】懂你英语 商务英语 Level 6 Unit 2 Part 2（I）词汇 Advertising Methods
Advertisers use many different strategies to reach cosumers. 广告商使用许多不同的策略来吸引消费者。
Here are some of the most common ones.
product demonstrations 产品展示
In a product demonstration, potential customers are shown how a product works. 在产品演示中，向潜在客户展示产品如何工作。
Because they can see a product being used in person, they may be more likely to buy it. 【填空】 因为他们可以亲眼看到产品被使用，他们可能更有可能购买它。
Traditionally, product demonstrations have been held by salespeople in physical stores. 【填空】【跟读】 传统上，产品演示是由销售人员在实体店进行的。
Nowadays, brands also use online channels, such as social media. 如今，品牌也使用在线渠道，如社交媒体。
word-of-mouth 口碑
Word-of-mouth refers to when customers tell other people about a brand or product they like. 口碑营销指的是消费者将自己喜欢的品牌或产品告诉其他人。
When people are satisfied with a product, word-of-mouth may happen naturally. 当人们对产品感到满意时，口碑营销就会自然而然地发生。
But companies can also encourage it by rewarding customers. 但是公司也可以通过奖励顾客来鼓励这种行为。
For example, some companies give customers discounts if they recommend a product to a friend. 【跟读】 例如，如果客户向朋友推荐产品，一些公司会给他们折扣。
【选择】After seeing a product demonstration, a customer may buy a product because.. they saw how it worked in person.
【选择】-How do some companies encourage word-of-mouth among customers? -They give customers discounts.
【填空】Companies can encourage word-of-mouth by rewarding customers with gifts or discounts.
【填空】Sometimes brands create hashtags on social media to raise awareness and encourage word-of-mouth.
product placement 植入式广告
Product placement is a practice in which a brand pays to feature its products in movies or TV shows. 植入式广告是指一个品牌花钱让自己的产品出现在电影或电视节目中。
For example, if a character in a television show is drinking a brand of soda, that soda is likely a product placement. 例如，如果电视节目中的一个角色正在喝一种品牌的苏打水，这种苏打水很可能是植入式广告。
While product placement is initially very expensive, it can result in a large increase in sales or brand exposure. 虽然植入式广告最初非常昂贵，但它可以大幅增加销售或品牌曝光率。
digital advertising 数字广告
Digital advertising refers to any form of advertising or marketing that appears online. 【跟读】 数字广告是指任何形式的广告或营销出现在网上。
It commonly includes social media, email, and search engine marketing. 它通常包括社交媒体、电子邮件和搜索引擎营销。
Digital advertising allows companies to leverage analyticas platforms to gather sophisticated data from users. 数字广告允许公司利用分析平台从用户那里收集复杂的数据。
【选择】Which of the following is an example of product placement? -a character in a movie eats a certain brand of candy.
【选择】-What areas of marketing are included in digital advertising? -social media, media, mobile marketing.
【选择】-When customers tell others about a brand or product. -word-of-mouth
【填空】Through analytics platforms, detailed data can be collected based on how people interact with online advertisements. 通过分析平台，可以根据人们如何与在线广告互动来收集详细的数据。
【填空】In 2017, the amount of money US companies spent on digital advertising surpassed traditional advertising. 2017年,美国公司的钱花在数字广告超越了传统广告。
【填空】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. 据报道，好时公司在电影《E.T.外星人》中投入100万美元植入广告后，销售额增长了65%。
【跟读】Digital advertising commonly includes social media, email, and mobile marketing. 数字广告通常包括社交媒体、电子邮件和移动营销。
