Advertising 廣告

　　Media Selection

　　媒體選擇

　　One of the most important decisions in developing an advertising strategy is the media through which the ad transits the firm’s message.

　　在制定廣告策略時，一個很重要的決策是選擇合適的媒體，使之能夠在廣告中傳遞公司所要傳達的信息。

　　The media the marketer selects must be capable of accomplishing the communications objectives of informing, persuading, and reminding potential customers of the products.

　　營銷人員所選擇的媒體必須能夠完成這樣的傳播目的----告知或提醒潛在的顧客，讓他們了解產(chǎn)品的存在并說服他們購買。

　　Market research should identify the target market and determine its size, geographic distribution, and demographic characteristics and then match the advertisement and the available media with the target audience.

　　通過市場調(diào)查可以確定目標(biāo)市場及其大小、地理分布狀況和人口特征，然后再采用與目標(biāo)受眾相匹配的廣告和媒體。

　　Finally, alternative costs should be compared to determine the best possible media purchase.

　　最后，應(yīng)對各媒體的成本費用進行比較從而決定采用哪種最佳媒體。

　　Broadcast media include television and radio.

　　廣播媒體包括電視和收音機。

　　Newspapers, magazines, outdoor advertising(such as posters and bulletins etc.) represent the major types of print media.

　　報紙、雜志和戶外廣告(如海報和廣告牌等)為印刷媒體的幾個主要類型。

　　The internet is a new medium.

　　網(wǎng)絡(luò)是一種新的媒體。

　　Nowadays, many companies jump to advertise on the Internet.

　　現(xiàn)今，許多公司迫不及待地利用網(wǎng)絡(luò)進行產(chǎn)品廣告。

　　Internet advertising can assist in raising awareness of brands, it is most successful when combined with traditional advertising such as TV or print.

　　網(wǎng)絡(luò)廣告有利于增強品牌意識，當(dāng)網(wǎng)絡(luò)廣告與傳統(tǒng)媒體如電視或印刷媒體相結(jié)合時，能產(chǎn)生最大的效益。

　　PART ONE: INTERVIEW

　　(1) Do you think television advertising is the most effective form of advertising?(Why?/Why not?)

　　你認為電視廣告是最有效的廣告形式嗎?(為什么?)

　　Yes, I think so, because television is widely-used as a means for entertainment, therefore television advertising can reach vast audiences, what’s more, television allows creative use of action, color, and sound not possible in any other medium.

　　(2) Do you think the Internet is a good place for marketing a company’s products?(Why?/Why not?)

　　你認為互聯(lián)網(wǎng)是一個銷售產(chǎn)品的好地方嗎?(為什么?)

　　Yes, it is. With more and more people using the internet, advertisements on the internet can reach large audiences. And there is no time limit as how long an ad can stay on the computer screen.

　　(3) Do you think the Internet advertising will be more important than other forms of advertising in the future?(Why?/Why not?)

　　你認為網(wǎng)絡(luò)廣告在將來會比其他的廣告形式更重要嗎?(為什么?)

　　Yes, it is. Internet advertising has a lack of regulation. It’s the only place where tobacco and alcohol can be advertised. And advertisers are not bound to fit into 30 or 60 second time slot as they are for TV commercials.

　　(4) Will you choose a newspaper to advertise a product?(Why?/Why not?)

　　你會選擇報紙登產(chǎn)品的廣告嗎?(為什么?)

　　Yes, newspapers are well suited for immediate needs since they can run ads with little lead time, and I can choose ads of any size, from a few lines in the classified section to full pages.

　　What is important when…?

　　Aiming to increase sales of a product 要提高產(chǎn)品的銷售量應(yīng)注意哪些要點?

　　l Advertising 廣告

　　l Bonus for sales staff 銷售人員的獎金

　　l

　　When aiming to increase sales of a product, it’s important to advertise the product because advertising can inform, persuade and remind potential customers of the product. Marketers can launch an advertising campaign to attract a large number of consumers. And effective advertising can enhance consumer perceptions of quality in the product, thus encouraging customers to buy this product repeatedly.

　　In addition, it is also important to offer bonus for sales staff. For many companies, sales staff play an important role in selling goods or services. They help buyers satisfy their wants and needs, they know the product and can effectively communicate their knowledge to buyers face to face. So, if a company wants to increase sales, it should offer bonus for sales staff to reward their work and encourage them to make greater efforts.

　　Apart from these two points, I think cutting prices is also important. Cutting prices is very effective, especially when demand is low. Customers are stimulated by lower prices, and products that they previously couldn’t afford now become affordable to them.

　　提高產(chǎn)品的銷售量時，做廣告是很重要的，因為廣告可以告知潛在客戶并且勸說或提醒他們購買產(chǎn)品。銷售人員可以發(fā)起廣告運作來吸引大量消費者。有效的廣告可以增強消費者對產(chǎn)品的質(zhì)量意識，以此來鼓勵消費者多次購買此產(chǎn)品。

　　此外，為銷售員提供獎勵也很重要。對大多數(shù)公司來說，銷售員對于銷售產(chǎn)品和服務(wù)起著很重要的作用。他們有助于滿足消費者的需求，他們了解產(chǎn)品也可以運用他們的知識與消費者有效的面對面溝通。因此，如果一個公司希望增加銷售額，就應(yīng)該為銷售員提供獎金來回報他們的工作并鼓勵他們做出更大的努力。

　　除了以上兩點，我認為降價也很重要。降價是非常有效的手段，特別是當(dāng)需求低的時候，低價格會刺激消費者，之前買不起的產(chǎn)品現(xiàn)在可以負擔(dān)的起了。

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