会话精读——商务英语之“广告策划”

在产品营销推广中，广告策划是非常重要的一环，是盈利的根本保证。同时，广告策划对于构建品牌和赢得顾客信任也非常重要。下面，让我们一起开启新的学习，“精读”广告策划讨论的实用会话吧！

对话  

Elizabeth: Edison, have you read our advertising plan? We've offered you a number of different options: print, TV, websites, and movies.

Edison: Yes, thanks. The costs vary a lot.

Elizabeth: Of course.

Edison: You mentioned movies? You mean product placement?

Elizabeth: Yes. But it's very expensive. It may be better to consider Plan B: sponsoring a new program, On the Road.

Edison: What's that about?

Elizabeth: It's a travel documentary series introducing the undiscovered beauty and local customs along the Highway 101. We understand that your target market is SUV lovers, and I think they are going to like this program.

Edison: What would be our part in the program?

Elizabeth: A team of volunteers under your brand would drive an Auto S4 all the way. They'd be in every program and would be involved with all the adventures of the road and the excitement of finding new places and meeting new people. Your brand would be very visible throughout.

Edison: Um, sounds good! It matches the spirit of the Auto S4—adventurous!

伊丽莎白：爱迪生，你看了我们的广告策划吗？我们为你提供了多种选择：印刷广告、电视广告、网站广告和电影广告。

爱迪生：看过了，谢谢。这些广告的费用差别很大。

伊丽莎白：是的。

爱迪生：你提到了电影？你说的是植入式广告吗？

伊丽莎白：是的，但是这种广告很贵。我们最好考虑B计划：赞助一档名为《在路上》的新节目。

爱迪生：这档节目的内容是什么？

伊丽莎白：这是一部旅行纪录片，介绍101号公路沿线地区不为人知的美景和当地的风土人情。我们知道你们的目标市场是SUV爱好者，我觉得他们会喜欢这档节目的。

爱迪生：我们在节目中扮演什么角色呢？

伊丽莎白：你们旗下的一队志愿者会全程驾驶一辆S4汽车。他们会在每一期节目中出现，全程参与这次冒险之旅，在探索新地、结识新人的过程中收获令人兴奋的体验。在整个节目中都可以看到你们的品牌。

爱迪生：嗯，听起来不错！这很符合S4汽车所代表的精神——冒险！

(1)  offer

    v. 提供

(2)  option

    n. 选择

(3) product placement

    植入式广告

(4) sponsor

    v. 赞助

(5)  visible

    adj. 可见的，明显的

(6)  match

    v. 匹配，适应

(7)  adventurous

    adj. 勇于冒险的，新奇的

(8)  It's a travel documentary series introducing the undiscovered beauty and local customs along the Highway 101.

    documentary series

    纪录片系列

    custom

    n. 习俗，风俗

(9)  They'd be in every program and would be involved with all the adventures of the road and the excitement of finding new places and meeting new people.

    be involved with...

    参与……

effectiveness   n. 有效性

efficiency   n. 效率

coupon   n. 优惠券

credibility   n. 信誉

economies of scale   规模经济

emergency goods   急需品

empirical evidence   经验性实例

entrepreneurial strategy   企业家战略

customer analysis   顾客分析

customer contact   顾客接触

customer intimacy   顾客亲密度

customer loyalty   顾客忠诚度

WeChat could be a good way to provide customer service and support.

微信会是提供客户服务和支持的有利途径。

We will have to include a brand endorser into our advertising plans for this year.

我们也得将品牌代言人纳入本年度的广告计划中。

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