商务英语口试必备手册 Marketing 市场营销 Advertising 广告

2018-12-19 08:57:57   Tag:

商务英语

 

英语口语

 
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商务英语口试必备手册 Marketing 市场营销 Advertising 广告

Online marketing 网上营销

Internet (net/online) advertising  网络广告

Target audience 销售对象,目标受众

Broadcast media 广告媒体

Print media 印刷媒体

Media selection 媒体选择

Poster 海报

Billboard 广告牌

Outdoor displays 户外广告

Direct mail 直接邮寄广告

Informative advertising 通知性广告

Persuasive advertising 说服性广告

Reminder advertising 提醒性广告

Lead time (产品)从决定生产(或开始设计)到实际投产(或完成生产所间隔的时间;从订货到交货的间隔时间

Classified section (报纸的)分类广告栏

Recall rate 回忆率

Banner ad (网页上方呈现的) 标题广告

Pop-up ad 自动弹出广告(当你访问某些网站时自动弹出的广告)

Click 点击

Asset 优点,长处,有益的东西

Pinpoint 确认,确定

Slot (在组织、名单、程序等中的)位置

 


Media Selection媒体选择

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

在制定广告策略时,一个很重要的决策是选择合适的媒体,使之能够在广告中传递公司所要传达的信息。

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

营销人员所选择的媒体必须能够完成这样的传播目的----告知或提醒潜在的顾客,让他们了解产品的存在并说服他们购买。

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.

通过市场调查可以确定目标市场及其大小、地理分布状况和人口特征,然后再采用与目标受众相匹配的广告和媒体。

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

最后,应对各媒体的成本费用进行比较从而决定采用哪种最佳媒体。

Broadcast media include television and radio.

广播媒体包括电视和收音机。

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

报纸、杂志和户外广告(如海报和广告牌等)为印刷媒体的几个主要类型。

The internet is a new medium.

网络是一种新的媒体。

Nowadays, many companies jump to advertise on the Internet.

现今,许多公司迫不及待地利用网络进行产品广告。

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

网络广告有利于增强品牌意识,当网络广告与传统媒体如电视或印刷媒体相结合时,能产生最大的效益。

 

PART ONE: INTERVIEW

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

你认为电视广告是最有效的广告形式吗?(为什么?)

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?)

你认为互联网是一个销售产品的好地方吗?(为什么?)

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?)

你认为网络广告在将来会比其他的广告形式更重要吗?(为什么?)

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?)

你会选择报纸登产品的广告吗?(为什么?)

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.

 

PART TWOMini-presentation

What is important when…?

Aiming to increase sales of a product       要提高产品的销售量应注意哪些要点?

l  Advertising                           广告

l  Bonus for sales staff                   销售人员的奖金

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.

 

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

为产品做广告

你们的公司刚开发了一种新的豪华牙膏---“恒久牌。请你们就如何为该产品做广告宣传提出建议。讨论并决定:

l  该产品的目标市场是什么

l  公司可以选择什么媒体为该产品进行广告宣传

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.

Follow-up questions

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

你认为电视广告的主要缺点是什么?

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?)

你认为直接邮寄广告能够有效针对目标客户吗?(为什么?)

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?

你认为杂志广告的益处有哪些?

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?)

你认为户外广告是有效的产品促销方式吗?(为什么?)

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?

你认为收音机广告的好处和弊端有哪些?

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.

 


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