PART THREE: DISCUSSION

　　Advertising a product

　　Your company has developed a new luxury toothpaste Forever. You have been asked to make recommendations as how to advertise this product. Discuss the situation together, and decide:

　　l what is the target market

　　l what media the company can choose in order to advertise this product

　　為產(chǎn)品做廣告

　　你們的公司剛開發(fā)了一種新的豪華牙膏---“恒久”牌。請(qǐng)你們就如何為該產(chǎn)品做廣告宣傳提出建議。討論并決定：

　　l 該產(chǎn)品的目標(biāo)市場(chǎng)是什么

　　l 公司可以選擇什么媒體為該產(chǎn)品進(jìn)行廣告宣傳

　　A： Although our forever toothpaste is of high quality and of different flavors, it is much more expensive than ordinary toothpastes, I think the advertising should aim at fashionable people.

　　B： I agree, those low-income families would not pay a lot for a luxury toothpaste.

　　A： it seems we hold the same opinion as to what the target market for the toothpaste should be. Now let’s consider media selection. Should we choose television advertising?

　　B: I think we can advertise on television. Although advertising is incredibly expensive, many young people watch a lot of television, so television advertising can target our target market.

　　A: What about fashion magazines? They can reach directly to our target customers and an ad in a fashion magazine is not so expensive as television advertising.

　　B: It is worth considering. We should also advertise our product in a fashion magazine.

　　A: Are there any other media that we could place our ad with?

　　B: Yes, fashionable people often read Sunday newspapers, so an ad in a national Sunday newspaper will be effective for advertising our product.

　　A: What about the Internet?

　　B: Net ads are found to be annoying by many people.

　　A: But they will be effective to reach young fashionable people. And it’s cost-effective.

　　B: All right, we’ll place an ad on television, in a fashion magazine, a national Sunday newspaper and on the Internet.

　　A: 雖然我們的久遠(yuǎn)牌牙膏具有高質(zhì)量和與眾不同的香型，但是它的價(jià)格比普通牙膏高很多，我認(rèn)為廣告應(yīng)該針對(duì)時(shí)尚人群。

　　B： 我同意。那些低收入的家庭將不會(huì)花很多錢來購(gòu)買這種奢侈牙膏。

　　A：看起來我們應(yīng)該持有相同觀點(diǎn)關(guān)于牙膏應(yīng)該有什么樣的目標(biāo)市場(chǎng)。現(xiàn)在，讓我們考慮一下媒體的選擇。我們應(yīng)該選擇電視廣告么?

　　B：我認(rèn)為我們應(yīng)該在電視上做廣告。雖然廣告非常昂貴，許多年輕的消費(fèi)者看電視，因此電視廣告可以面向目標(biāo)市場(chǎng)。

　　A：時(shí)尚雜志怎么樣呢?他們可以直接針對(duì)我們的目標(biāo)客戶而且時(shí)尚雜志上的廣告不像電視廣告那么昂貴。

　　B：這值得考慮，我們也應(yīng)該在時(shí)尚雜志上為我們的產(chǎn)品做廣告。

　　A：還有其他媒體可以供我們做廣告么?

　　B：是的，時(shí)尚人士經(jīng)常閱讀“周日”報(bào)紙，因此在國(guó)內(nèi)的“周日”報(bào)紙上做廣告將對(duì)宣傳我們的產(chǎn)品很有效。

　　A：網(wǎng)絡(luò)怎么樣呢?

　　B：許多消費(fèi)者認(rèn)為網(wǎng)絡(luò)廣告很令人氣惱。

　　A：但是他們將有效的囊括年輕時(shí)尚人士，而且這是很劃算的。

　　B：好的，我們將在電視機(jī)、時(shí)尚雜志、國(guó)內(nèi)“周日”報(bào)紙和網(wǎng)絡(luò)上做廣告。

　　(1) What do you think are the major drawbacks of television advertising?

　　你認(rèn)為電視廣告的主要缺點(diǎn)是什么?

　　The major drawbacks of TV advertising are the high cost and the difficulty in determining the audience that actually sees the commercials.

　　(2) Do you think direct mail targets customers well?(Why?/Why not?)

　　你認(rèn)為直接郵寄廣告能夠有效針對(duì)目標(biāo)客戶嗎?(為什么?)

　　Yes, because direct mail advertisers can get the mailing list of the target market either by developing or buying it.

　　(3) What do you think are the advantages of magazine advertising?

　　你認(rèn)為雜志廣告的益處有哪些?

　　Magazines offer high-quality color reproduction, which is a valuable asset in promoting products. Magazines provide a more permanent message than do the other media, since subscribers often keep their favorites in their homes or workplaces for weeks or months and pass them along to friends.

　　(4) Do you think outdoor displays useful in promoting products? (Why?/ Why not?)

　　你認(rèn)為戶外廣告是有效的產(chǎn)品促銷方式嗎?(為什么?)

　　I think they are useful especially in high traffic areas, because they can catch passersby’s attention.

　　(5) What do you think are the advantages/disadvantages of radio advertising?

　　你認(rèn)為收音機(jī)廣告的好處和弊端有哪些?

　　Radio advertising is inexpensive and can easily pinpoint target audience. But it can’t last for long time, and messages are limited because radio relies only on the sense of hearing.