外文翻译---广告理论-其他专业

外文翻译原文Advertising TheoryAwareness Consideration Reaffirmation HYPERLINK "http://www.ciadvertising

外文翻译原文 Advertising Theory Awareness Consideration Reaffirmation Confirmation Action Reinforcement Devising atheory of how advertising is effective within aconsumer’s mind is difficult because consumers struggle with every decision they make. The process in which consumers choose abrand and/or aproduct is extremely complicated. Advertising messages must be tailored and relevant during each stage of aconsumer’s 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 awareness, knowledge, and attitude of consumers towards aspecific brand offered.These changes take place all throughout the buying adecision making pattern. Stage 1– AWARENESS The initial step within the buying or decision making pattern is abasic awareness of the product or service. The pure notion that aproduct 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 aconsumer has with abrand. The degree of awareness at this point is obsolete due to the necessity of an advertising message’s need to have some sort of presence with aconsumer’s environment. Once abrand becomes part of aconsumer’s 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 current stage in life aperson is in. The stage in life aperson 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 the advertising initiatives were ineffective or wasteful. Many times consumers influence each other, and abrand in one consumer’s 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 consumers 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.