Lesson 3: Advertising 广告9 B6 D) Q! Y: W8 I$ B j- a+ b
Helen:We want to use the right marketing mix to reach our target market.- f: V4 w# Q) s. k. u/ B
海伦:我们想要使用正确的行销媒体来达到市场目标。6 B- X- [; z9 u, H. G& v+ I9 W/ i
Leonard:Certainly. We've done some tactical planning already. We think we've come up with a good plan.
1 U; k- M) A' b# v) M$ j 李奥纳德:当然。我们已经完成一些战略计划。我们认为我们已经提出一项不错的计划。
$ v0 Z2 ?% j2 _8 h" q# H P Helen:What media do you plan to use?' l% N6 A- M* s( c3 u1 [7 m9 R
海伦:你们准备使用何种媒体?
' {- _4 |. o5 L2 m& X" S Leonard:Well, taking into account the image you want to project, we've asked our copywriters to prepare copy for computer magazines and the Internet first.
) K' S1 E R- r2 \: R( s" Y! r9 C 李奥纳德:考虑到你们想要表现的形象,我们已要求撰写文案的同事准备好计算机杂志稿及网际网络用稿。3 ] U0 G6 Z0 I+ D& K, ]# C
Helen:So that way, our advertising dollars would be focused on people we know are computer users.
. C+ L* V" x: V1 {$ N5 a. b 海伦:这样一来,我们的广告花费就会针对在,如我们所知,计算机使用者身上。$ g. }9 s3 C% w; N% C
Leonard:Yes. We'll also run billboard and newspaper ads to help create broad brand recognition.
) _1 _/ h+ r# N* G7 X& C6 | 李奥纳德:是的。我们还同时刊登广告看板及报纸广告来帮助创立明显的品牌识别。
! L4 B) R. Y4 H6 m8 v& Z! h- M/ I" z Helen:Will there be any direct mail?% M# F5 U; F6 k7 x, Y5 |% v6 J
海伦:会有任何广告邮件吗?* }2 ` a a# W
Leonard:No. That would not be correct for a manufacturer like you. Leave that to the retailers.
9 J- o& V: w! x9 r 李奥纳德:没有。对像你们这样的制造商来说,那并不是正确的作法。把这种方式留给零售商吧。
' W5 Y) ~8 B5 g. [7 {8 W Helen:Good point. Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.
, H' [. n; F0 c; H8 H 海伦:说得没错。请准备一份更详细的提案,然后我会把它推销给高阶主管。3 u* h! D V2 ]# p: x
Leonard:Great. We'll get started right away.
2 E; Z9 S7 k7 P3 i/ w2 h6 Q 李奥纳德:太好了。我们马上准备。 |