3.11 Clever and Catchy with Caution

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商务英语课程:市场与营销英语 Marketing & Sales

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Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 classificações

Curso 3 de 4 em Specialization 商务英语课程 Business English

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

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好的设计是无形的，但我们要怎么做到这一点呢?这周的课程包含图表设计、洞察力、简明扼要的措辞，以及如何使得我们的市场营销手法有意义，而且难忘。当你在看挑战篇的短剧时，花点时间注意在焦点小组中，好设计的初期阶段。 Good design is invisible. But, how do we make it so? This week’s lessons consist of graphic design, perception, concise language and how to make our marketing meaningful and memorable. Take time to notice the beginning stages of good design during a focus group as you enjoy the The Challenge sketch.

3.8 Concise Language for Social Media Marketing5:40

3.11 Clever and Catchy with Caution5:05

Conheça os instrutores

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Hello, I'm happy to see you again in this lesson of English for Marketing and Sales.

We'll be discussing how to use clever and catchy words in our marketing, but to also

be careful our meaning is being translated clearly and without offending others.

It's a big day when a company has the means to start growing internationally.

So on the huge checklist of things to do,

is how to connect with these new foreign customers.

We've heard of these advertising blenders and

unfortunately have had to experience some ourselves.

For example, when Ford started advertising in Belgium with the campaign

every car has a high quality body, hoping to highlight it's manufacturing,

it translated as every car has a high quality corpse.

Or in other words, a dead body.

This not help Ford increase sales.

As we've explained in other videos your branding should tell a story.

Your company or products should have their own personality.

When thinking of clever slogans or ads remember your story.

Expert Michael Margolis CEO of get storied said storytelling is about relationships.

Most importantly describing the world of your audience and how much you get

who they are and what they care about and where they are trying to get in life.

So take the time to develop a brand story.

This will become the core of your business.

From it other stories will emerge and

all stories should be able to back track to it.

Also keep in mind that popular companies change their slogan or

advertising interactions all the time.

So every few years it's helpful to re-evaluate your story.

Once the story is established, you can begin to play with your words and

that is exactly what strong clever advertising is a game of words.

The first tip is to keep it simple.

Your words will not be effective if your audience doesn't understand them.

Remember the short attention spans we talked about?

You have only a few seconds to impress.

Next, if you can put a smile on people's faces, do it.

We humans always appreciate humor.

This is where clever comes in and not crude, sarcastic, or demeaning.

As you translate your advertising into other languages be

as we've already discussed, especially careful and cautious.

Talk to several sources who are exceptionally fluent

in both languages to double check and recheck your translations and meanings.

Sometimes you get just one chance to debut in a country with your company's

name or product.

If you offend your foreign customers, it may take years or

even a new generation before they will trust you again.

Now if you can't use humor, then don't.

Try a different tip, like using alliteration.

This is the repetition of words beginning with the same letter.

However, when it is translated alliteration can become very difficult.

Many companies like PayPal, Captain Crunch or

M&M's use alliteration in their brand names.

It is also effective to use it in your marketing campaigns.

If not over use.

Slogans such as, live and learn, the more the merrier, and

cream of the crop, have been successful.

Another tip is to use rhyming words.

Rhyming ads can be more memorable.

Give so I can live, or feel the appeal.

There is a joke that says to rhyme responsibly

meaning that rhyme should make sense and be very short.

If it sounds too much like a poem or a prose, your customers will lose interest.

Along with that, you can write using parallel language where the same word or

pattern is repeated for emphasis, such as like father, like son.

What goes around, comes around.

Or my favorite, I scream, you scream, we all scream for I scream.

You can also switch your words around in an opposite direction.

Look at this add from Harley Davidson, live to ride, and ride to live.

Let's review the takeaways.

When writing advertisements or marketing slogans, be aware of your company's story.

Write your words to match your story and story that matches your customer.

Keep your ads simple but play games with your words.

Use humor if you're able to.

Use alliteration and rhyming words if kept short.

And write with parallel structure.

Always keep your audience in mind.

If you are translating your advertisements be especially careful.

We'll see you next time in English for Marketing and Sales.

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