Lesson 3: Advertising 广告
$ A8 Y6 j9 i6 w$ H3 G q S Helen:We want to use the right marketing mix to reach our target market.
: Z2 l2 I: q+ B; L% ?/ t 海伦:我们想要使用正确的行销媒体来达到市场目标。; |! t3 Y" B' V5 }! r. C- }1 Y. s
Leonard:Certainly. We've done some tactical planning already. We think we've come up with a good plan.
8 r8 V* { \1 V5 F) I' x+ p 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。# W4 l0 r9 k- {
Helen:What media do you plan to use?/ ~4 Z6 I& P; \/ F5 m% x1 A6 Z" h
海伦:你们准备使用何种媒体?
1 L' R' L( c# U- `* k6 f 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.+ h, ?1 z( S& V
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。
8 T/ m5 \$ Y* l t' R& I Helen:So that way, our advertising dollars would be focused on people we know are computer users.& t+ ?4 J0 a3 |8 d
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。" o3 P4 C- t& O3 I; V
Leonard:Yes. We'll also run billboard and newspaper ads to help create broad brand recognition.
6 h& L' U+ a. c3 l. d7 e 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。
5 B9 V" ~7 b3 o% u- X' a3 o Helen:Will there be any direct mail?
) K, \& I" H+ z 海伦:会有任何广告邮件吗?
, o" E/ s! {3 u$ W% t0 D: q Leonard:No. That would not be correct for a manufacturer like you. Leave that to the retailers.
# J# J, k) t% J4 l3 C0 X 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。) n7 L. E2 x; Q% c9 i- i5 D9 L
Helen:Good point. Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.
5 E% S# b1 k. I: }: c- q2 C; J( T 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。. q8 T/ o0 C; k7 J* v& E( [
Leonard:Great. We'll get started right away.
1 I6 r& J, z6 G 李奥纳德:太好了。我们马上准备。 |