高中三年级英语(人教版)全一册 Unit 5 Integrating Skills 2

　　PLANNING AN ADVERTISING CAMPAIGN

　　The planning of an advertising campaign usually begins long before the product is introduced to customers. Advertisement professionals meet with representatives of the company to discuss how the product should be presented and promoted. Large companies may have their own advertising department, but most companies choose to hire an independent advertising firm. In the first few meetings, the people who make the product and advertisers discuss not only how the product should be marketed, but also how the design of the product might be changed in order to attract as many customers as possible.

　　Once the general strategy is decided, the advertising firm begins planning the campaign. The firm collects as much information as possible about the product and the customers who might buy it. The person at the advertising firm in charge of the project then holds a meeting. Present will be a person to think up an idea for an advertisement, and a person to buy space in newspapers or time on TV. There will be a writer to write the text and a designer to design the ad, using pictures or photographs and the text.

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