外文翻译---广告理论

《外文翻译---广告理论》由会员分享，可在线阅读，更多相关《外文翻译---广告理论（6页珍藏版）》请在毕设资料网上搜索。

1、外文翻译原文 Advertising Theory AwarenessConsideration ReaffirmationConfirmationAction Reinforcement Devising a theory of how advertising is effective within a consumers mind is difficult because consumers struggle with every decision they make. The process in which consumers choose a brand and/or a produ

2、ct is extremely complicated. Advertising messages must be tailored and relevant during each stage of a consumers buying or decision making process.Advertising initiatives can be viewed as effective on many different levels within this pattern. Advertising messages are created in order to change the

3、awareness, knowledge, and attitude of consumers towards a specific brand offered.These changes take place all throughout the buying a decision making pattern. Stage 1 AWARENESS The initial step within the buying or decision making pattern is a basic awareness of the product or service. The pure noti

4、on that a product is available to the consumer, whether they need or can afford it at any specific moment within their life, creates some form of awareness. This stage represents the initial introduction a consumer has with a brand. The degree of awareness at this point is obsolete due to the necess

5、ity of an advertising messages need to have some sort of presence with a consumers environment. Once a brand becomes part of a consumers environment, or better yet knowledge base, the possibility of purchase is increased. The time a product stays in the awareness stage varies depending on the curren

6、t stage in life a person is in. The stage in life a person is in is defined by their financial status and current needs. The awareness stage could lead directly into the follow consideration stage or remain in that stage inevitably. The chance of remaining in the awareness stage does not mean that t

7、he advertising initiatives were ineffective or wasteful. Many times consumers influence each other, and a brand in one consumers awareness stage could lead to the introduction of the brand to another consumer. One of the most influential sources of information regarding products comes from the consu

8、mers themselves, passing the word along through daily conversation. However, the initial introduction must be made through advertising in order to have the possibility of consumers influencing each other. Stage 2 CONSIDERATION Once an advertising message has moved past the awareness stage, the consu

9、mer begins to consider the message. This stage represents the point in which a personal connection must begin to be made.Consideration of whether this is a product that will meet a need of the consumer is the most crucial point within the buying and decision making process. This is the stage where t

10、he consumer is weighing the facts. These facts are from the advertising message itself and from their current environment not related to the message, including other ad messages.The main point to consider regarding this stage is that here is where advertisers are wanting to establish a connection wi

11、th the consumer. Research on the target market and profiling on the target help to ensure that a message will resonate with the consumer in a positive way. The connection would then push them to later purchase or develop an affinity for a certain brand. Stage 3 REAFFIRMATION Once the consumer has ha

12、d time to evaluate the message and the product or service, a connection must be made in order to move onto the next stage. The next stage involves reaffirming the consumer that the connection does exist. This stage is where they fully understand the connection which has been made and see a place in

13、their lives for the advertised product or brand. This stage is similar to the consideration stage but involves a additional awareness of competitors and evaluation of preference. This stage can lead back to the consideration phase if not enough positive associations are made with the product or bran

14、d. These positive associations can come from influential friends and relatives and additional advertising messages in varying forms of media. Stage 4 CONFIRMATION After the consumer has been reaffirmed by additional advertising messages and influence from other consumers, the connection and relevanc

15、e in the consumers life exists. The consumer then enters the confirmation stage. This stage is where the brand and product are viewed in a positive light and there is increased chance of recommendation to other consumers or action. The confirmation stage does not always lead to action. Consumers can

16、 stay in the confirmation stage for a long time before any initiatives to buy actually take place. This mostly involves the level of involvement the consumer has with the product or brand. Higher cost items might have to remain in the confirmation stage until available funds are available to the con

17、sumer.In this case, the consumer could go back into the consideration and reaffirmation stages. More likely, confirmation will take place again at a later time where the product or brand is more appropriate within the consumers time in life. Stage 5 ACTION After a confirmation of a brand or product

18、is made, hopefully an action will take place. This stage is where the consumer has found a need and a connection, and believes it is the right time for them to purchase the product.Within this stage, reaffirmation and consideration come back into play both prior to the purchase and after. There is a

19、 constant need to convince oneself that this decision is the correct one. Advertising messages from competitors are still playing a large role in the consumers decision making. This consideration and reaffirmation occurs as the consumer is bombarded with competitor messages and the messages of the b

20、rand or product now preferred. However, it is important that once a consumer decides to initially purchase a product, they go back and forth between the reaffirmation stage and confirmation stage until the actual purchase takes place.Once the purchase takes place, the consumer must have reinforcemen

21、t in order to defer dissonance with the product or brand. Stage 6 REINFORCEMENT The reinforcement stage involves continuing advertising initiatives to maintain the positive association the consumer initially had. This stage is where the consumer decides if the product actually did fulfill the need t

22、o be met as promised. This reinforcement comes from additional advertising initiatives and the actual experience with the product or brand after purchase. If the consumer is satisfied with the product or brand, a continuation of use will be established. Advertising initiatives are not developed to have the targeted consumer purchase or try the brand once； these messages are designed to become part of the consumers lifestyle and induce repeat usage and purchasing behavior.