第1个回答 2008-11-07
文字翻译如下：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
第2个回答 2008-11-07
3. In different life cycle of product, the advertisement effect product life cycle is to refer to from entering a marketplace to the marketplace's being removed from finally quilt being sifted out complete process of product. The representative product life cycle includes four stages: Leading-in expects , becomes the long range , maturation period and degenerating stage. In three front stages, use different advertisement tactics to play ignore to Burong role to delaying whose degenerating stage. That 3.1 product leading-in expect product leading-in scheduled time is that the new product is formal put into circulation the marketplace period. Here stage , consumer the new product is face to face stranger , is short of all-round .know about and trust. Here stage , the different intermediary of make full use of constitute reason why , the concept carries out an advertising on brand-new product , notability is especially important in order to cultivating product marketplace cognition degree and hoisting a product. Guide a consumer to produce first step impression and need to the new product , be ready to attempt a new product and accept a new product gradually. Be inclined to expanding propagating in the function now telling a demand , may cultivate out the consumption forerunner who is a product's turn , be been to buy person in the earlier stage. Advertising of for example P&G, just debut the sea to the marketplace flying silk goes to soft order hair is glossy before trifling , floating gentle and agreeable and so on, be the distinctive effect emphasizing a product, thereby prompt improve product notability , arouse a consumer paying attention to , evoke a desire to buy. Achieve the brand notability capturing a marketplace rapidly , affecting product cognition , first step lifting's purpose thereby , be that product development of hereafter lays down fine basis. That 3.2 products become the long range product becoming a long range is a product gradually or the prompt quilt consumer knows to follow and take on , great majority consumers begin, stage that product sales volume increases rapidly; But the new competitor enters a marketplace now , market competition go ahead is fierce, the same kind product difference decreases , the product price reduces. Here the stage , the image describing a brand are much more important than the concrete function characteristic emphasizing a product , enterprise may pass the lifting brand image , capture advantageous marketplace location. If the brand and the consumer have built some connection on kind of emotion,the consumer is able to be helped to change slowly so. Advertisement is to strive for society the public rightness to the product , to know , improve the product good reputation degree all round but , set up the quickest the most important fine brand image realization carrier. Since the brand advertisement effect appears to some extent, consumer public praise brings the important effect into play , the new customer adds the ranks buying person unceasingly in public praise transferring in regular customer information. For example Marlboro wields brand image tactics , makes the person become the whole world the first cigarettes brand thereby by the fact that the brand image and the consumer build an emotional tie. 3.3 product maturation periods products maturation period is that the product is already accepted on the marketplace by broad .know about , product sales volume reaches a maximum , the marketplace enters relative saturation state , the lurking customer the production marketing increases already seldom, the very slow stage. But more competitors appear , market competition is especially fierce , profit comes down on the marketplace. This stage adopts maintain , warns of nature and competitiveness advertisement tactics, advertising priority readjusts oneself to a certain extent on the brand and the enterprise image propagating, improve the brand and the enterprise good reputation degree , train a brand faithful person, may attract more consumers repeating purchase that product. The advertising needs to pay attention to demonstrating and bulging the difference between brand appearing. But increase by to selling the effect also may arrive at up adding fuel to the flame promoting the sales of advertisement. Lead to
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3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
翻译；.产品不同生命周期中广告的作用
产品生命周期是指产品从进入市场到最后被淘汰退出市场的全过程。典型的产品生命周期包括四个阶段:导入期、成长期、成熟期和衰退期。在前面三个的阶段，使用不同的广告策略对延缓其衰退期起到不容忽视的作用。
3.1产品导入期
产品导入期是新产品正式投放市场的时期。在此阶段,消费者对新产品较陌生,缺乏全面了解和信任。所以在此阶段，充分利用不同的媒介组合，对全新的产品概念进行广告宣传,以培育产品市场认知度及提升产品知名度尤其重要。诱导消费者对新产品产生初步印象和需求,愿意尝试新产品并逐渐接受新产品。
此时偏重于功能宣传的广告诉求,可培育出该产品的消费先驱,即前期购买者。例如宝洁公司的广告宣传,刚向市场推出海飞丝去头屑、飘柔令头发光滑柔顺等,就是强调产品的独特功效,从而迅速提高产品知名度,引起消费者注意,激起购买欲。从而达到快速占领市场、影响产品认知、初步提升品牌知名度的目的,为产品以后的发展打下良好的基础。
3.2产品成长期
产品成长期是产品逐渐或迅速被消费者了解并接受,大多数消费者开始追随,产品销售量快速增长的阶段;但此时新的竞争者进入市场,市场竞争开始激烈, 同类产品的差异性缩小,产品价格降低。
在此阶段，描绘品牌形象比强调产品的具体功能特征重要得多，企业可通过提升品牌形象,占领有利的市场位置。如果品牌与消费者建立了某种情感上的联系,那么消费者会慢慢被感化。而广告是争取社会公众对本产品的正确、全面了解,提高产品美誉度,树立良好的品牌形象的最快最重要的实现载体。由于品牌广告效应有所显现,消费者口碑发挥重要作用,新顾客在老顾客传递的口碑信息中不断加入购买者行列。例如万宝路运用品牌形象策略,通过品牌形象与消费者建立情感联系,从而使其成为全球第一香烟品牌。
3.3产品成熟期
产品成熟期是产品在市场上已经被广泛了解接受,产品销售量达到最大，市场进入相对饱和状态,潜在顾客已很少,产品销售增长非常缓慢的阶段。而市场上出现更多的竞争对手,市场竞争更加激烈,利润下降。
此阶段采取维持性、提醒性及竞争性广告策略,广告宣传重点放在品牌和企业形象的宣传上,提高品牌和企业美誉度,培养品牌忠诚者,可吸引更多消费者重复购买该产品。广告宣传要注意显示和凸现出品牌之间的区别。而增加促销广告对销售也会起到推波助澜的作用。
通过以上广告对企业、消费者、以及产品不同生命周期中所起的作用的分析，我们可以了解到广告在一个产品实现销售的过程中，所起的作用是不可忽视的，有时甚至可以说是至关重要。当然广告也并不是解决销售问题的万能药，若产品本身有问题，销售只会成为短期现象，失实广告的负面影响也可能会让一个企业倒闭。但纵观市场竞争激烈的今天，广告是不可或缺的销售辅助手段，遵循市场经济的游戏规则，好好地利用它，会事半功倍。
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第3个回答 2008-11-07
主要看断句了，请参考：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
第4个回答 2008-11-07
在这问还不都那软件胡弄你。
第5个回答 2008-11-07
3.In the life cycle of the product dissimilarity advertisement of function
Product life cycle is product from get into a market to be eliminate till the last to withdraw a market of whole process.Typical model of the product life cycle include four stage: ducting period, growth period, mature period and decline period.Fore stage with three noodles, usage dissimilarity of advertisement strategy to defer it decline the period have already allowed of no to neglect of function.
3.1 product ducting period
Product ducting period is new product formal throw in a market of period.At this stage, consumer rightness new the product be more unfamiliar and lack overall understanding and trust.So at this stage, full make use of dissimilarity of medium combination, carry on an advertisement publicity to the all new product concept to grow a product market cognition and promote product popularity particularly importance.Induce consumer rightness new product creation first step impression and need, would like to try new product combine gradual accept new product.
The advertisement being over-emphasize in function publicity at this time claim, can grow that a product of consume pioneer, namely front period purchase.For example the advertisement of the Bao3 Jie2 company publicity, just released sea to fly silk scraps to the head and floated toward the market soft make the hair smooth and meek etc., be the special effect which emphasize a product, thus quick exaltation product popularity, cause consumer attention, arise to purchase desire.Attain thus fast capture a market, influence product cognition, first step promote the purpose of brand popularity, is later for product of development the dozen descend good foundation.
3.2 products become long-term
Product growth period is a product gradual or quick were understand by the consumer be alongside of to be subjected to, majority the consumer start follow, the product sale quantity be fast growth of stage;But new at this time of the competitor get into a market, market competition beginning vehemence, the difference of the same kind product contract and the price of article lower.
At this stage, describe brand image is more concrete than emphasizing a product of function characteristic importance get many, the business enterprise can pass to promote brand image and capture beneficial market position.If brand and consumer establishment the contact of a certain emotion, so the consumer will be reform slowly.But advertisement is fight for a society public to this product of exactitude, overall understanding, exaltation product good reputation degree, set up good brand image the quickest most importance of realization carry a body.Because brand advertisement the effect have to present, the consumer public praise be exertive importance function, new the customer continuously join to purchase in the old customer deliver of the public praise information row or column.For example ten thousand treasure road image strategy of the usage brand, pass brand image and consumer establishment emotion contact, make thus it become world one cigarette brand.
3.3 product mature period
Product's is mature period is a product at on the market already drive extensive understanding accept, the product sale quantity attain biggest, the market get into opposite saturation appearance, latent customer already few, product sale growth very slow-moving of stage.But appear more rival on the market, market competition more vehemence, the profits descend.
This stage adopt maintenance and remind sex and competition advertisement
终于打完了！！！！！！！！！！