M4 U1 ProjectDeveloping an ad campaign From the above pictures, we can see advertisements have a strong influence on our daily life.Have you found any differences among the four pictures? These two pictures are both promoting products.So they are called commercial ads.（商业广告） However, these two pictures are educating people about the knowledge of public welfare.So they are called public service advertisements (PSAs).（公益广告） Does a single ad can have an impact on us?Of course not.Usually people will launch an ad campaign.Then what is an ad campaign? 1. To determine your audience, someone must report the related information to you.2.You’d better decide what you want the audience to know or think about before you have decided who your audience is.3.The decision what approach you want to use should depend mostly on your target audience and which kinds of ads reach that group best.T / FFyou will do a little research and analysis in advance.FafterTLine 10-11Line 16-17Line 28-29(the 1st passage) Main Idea: How to build an ad _________Step One*have a clear aim and _____ audience in _____;*do a little research and analysis _____ of time and you can _____ the right ______ for the right people.Step Two*gather _________ from your research;*It is important to always try to _____ to the waythe audience will _____.Step Three*use different m_______ to get your message _____*decide what ________ you want to use to _____ your audience. campaignmindtargetaheadcreate messageinformationappealreactedia acrossapproachreachFill in the blanks(1)(2)(3)(4)(5)(6)(7)(8)(9)(10)(11)(12)(13) DiscussionIf you are asked to plan an anti-smoking ad campaign, what kind of information will you include? Questions (the 2nd passage)1. Who i...
