Lesson 3: Advertising 广告" R; A4 f7 x6 [ {2 n- R
Helen:We want to use the right marketing mix to reach our target market.0 U) X% B0 Q4 O4 N0 J$ {- B
海伦:我们想要使用正确的行销媒体来达到市场目标。$ h4 w. e2 e, O. u* q
Leonard:Certainly. We've done some tactical planning already. We think we've come up with a good plan.! h& e L3 R4 `8 }" c
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。
. X0 t. J+ \8 P+ n# O2 f! { Helen:What media do you plan to use?4 M$ K' a7 X+ H7 W, ], G/ ~# {' O
海伦:你们准备使用何种媒体?. u- y* q5 _6 @% q3 Y
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.6 L. u. R- D; s/ a4 p
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。
% f. w7 N0 M5 V7 _7 K! m, i% _ Helen:So that way, our advertising dollars would be focused on people we know are computer users.: J9 f' e5 P* Z$ x% u
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。
- p, L. e' q9 d Leonard:Yes. We'll also run billboard and newspaper ads to help create broad brand recognition.
+ M$ D E t/ j' z4 y+ k8 { 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。
/ [3 Y& E+ S1 |% S0 M3 U* H* m9 s Helen:Will there be any direct mail?1 y8 y) H8 g S0 h0 v
海伦:会有任何广告邮件吗?
! s# q+ Z! V- N a4 H. R# O Leonard:No. That would not be correct for a manufacturer like you. Leave that to the retailers.9 s5 E: x0 C+ B; ~
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。; x4 P) ]2 m h& c& q+ i A
Helen:Good point. Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.
( r8 D2 J o3 c6 D4 p 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。6 Q3 S! _' `; m/ ~0 p
Leonard:Great. We'll get started right away., ]+ X/ {: h7 I
李奥纳德:太好了。我们马上准备。 |