實用商務英語 廣告策略

2　廣告策略

你將聽到的

類型選擇

Are you thinking about print media advertising only?

廣告預算

How much did you say that the advertising budget was?你說你們的廣告預算是多少？

媒體選擇

Advertisement can be cheap or expensive, depending on which medium it uses.

媒體推薦

I think the products should be advertised on television.

各有長短

Newspaper advertising is relatively cheaper.

電子廣告

With the development of computers, electric advertising is becoming more and more popular.

考慮因素

The social and cultural aspects must be taken into account in advertising.

你也許會說

廣告方案

What style will the ads use?

廣告投入

What will it cost us to make some magazine advertisements?

廣告功能

Advertising can help building product recognition, but product itself builds image.

職場心經(jīng)

有一種廣告策略叫：猜謎式。即不直接說明是什么商品，而是將商品漸次地表現(xiàn)出來，讓消費者好奇而加以猜測，然后一語道破。這種策略適宜于尚未發(fā)售之前的商品。猜謎式廣告策略，看起來似乎延緩了廣告內(nèi)容的出臺時間，其實卻延長了人們對廣告的感受時間。通過懸念的出現(xiàn)，使原來呈紛亂狀態(tài)的顧客心理指向，在一定時間內(nèi)圍繞特定對象集中起來，為顧客接受廣告內(nèi)容創(chuàng)造了比較好的感受環(huán)境和心理準備，為顧客以后更有效地接受廣告埋下了伏筆。

必備的詞匯熱身

●　advertise [??dv?taiz] v.廣告

●　unless [?n?les] conj.除非．

●　general [?d?en?r?l] adj.全面的

●　review [ri?vju:] v.再審視

●　basically [?beisik?li] adv.基本上

●　whatever [hw?t?ev?] pron.什么都

當談論廣告策略的時候你會聽到

Are you thinking about print media advertising only?

你們只考慮做印刷廣告嗎？

How much did you say that the advertising budget was?

你說你們的廣告預算是多少？

Advertisement can be cheap or expensive, depending on which medium it uses.

廣告可便宜可昂貴，要看其選用的媒體。

I think the products should be advertised on television.

我認為產(chǎn)品應該做電視廣告。

Newspaper advertising is relatively cheaper.

報紙廣告相對來說較便宜。

With the development of computers, electric advertising is becoming more and more popular.

隨著電腦的發(fā)展，電子廣告變得越來越流行。

The social and cultural aspects must be taken into account in advertising.

做廣告時還必須考慮社會和文化的因素。

當談論廣告策略的時候你會說

1．What will it cost us to make some magazine advertisements?

在雜志上做廣告需要花費多少？

2．Do you think we can afford that type of Green Package campaign?

你認為我們能搞得起這類綠色包裝宣傳嗎？

Green Package綠色包裝

綠色包裝（Green Package）有人稱其為生態(tài)包裝（Ecological Package）。發(fā)源于1987聯(lián)合國環(huán)境與發(fā)展委員會（The United Nations Conference on Environment and Development）發(fā)表的《我們共同的未來》。

1975年，世界第一個綠色包裝的“綠色”標識在德國問世。此后，許多國家也先后開始實行產(chǎn)品包裝的環(huán)境標志。如中國的“環(huán)境標志”，加拿大的“楓葉標志”，新加坡的“綠色標識”等。

3．We'd like you to advertise our goods through outdoor advertising.

我們希望用室外廣告宣傳我們的產(chǎn)品。

4．We hope that your advertising activities will enable our branch to establish and considerably expand our relations with your country.

我們希望通過貴方的廣告活動能使我分公司建立并大大拓展與貴國的聯(lián)系。

5．We should make different commercials for different markets.

我們應該針對不同市場制作不同的廣告。

6．Advertising aims at telling information to potential customers and clients, and persuading the public to buy things.

廣告旨在向潛在顧客和客戶傳遞信息，并勸說公眾去購買。

7．Advertising can help building product recognition, but product itself builds image.

廣告雖能幫助識別產(chǎn)品，但是產(chǎn)品形象的樹立要依靠產(chǎn)品本身。

8．What style will the ads use?

廣告采取什么樣的風格？

9．I think television is much more effective if it doesn't matter for us to pay a little more money.

我想如果我們不介意多付些錢的話，電視是較有效的。

10．Do you have a put forward design?

你有提前訂好的設計方案嗎？

put forward提前

單詞forward是“向前”的意思，習語put forward則用來表示“提前”。set forward以及bring forward也都表達“提前”的意思。例如：They decided to bring forward the date of the next meeting.他們決定將下次會議的日期提前。

“提前”的其他表達方式還有：

in advance提前

Please confirm your reservation at the latest 3 days in advance.

請?zhí)崆叭齑_認你的訂票。

ahead of time提前

Can you return it to me ahead of time?

你能不能提前還給我？

ahead of schedule提前

Owing to my efforts the task was fulfilled ahead of schedule.

由于我的努力，任務提前完成了。

11．How much do you charge us if you design an ad for us?

如果您為我們設計廣告，需要多少費用？

拓展學習

找廣告商

A：Can you use your advertising to drum up some business?

能否憑借您的廣告來促進一下業(yè)務？

B：No problem. It's our business.

沒問題，這就是我們的工作。

Where can you recommend for fixing boards?

你們建議在什么地方放廣告牌？

I need some suggestions on how to market my product.

我需要一些有關如何銷售我公司產(chǎn)品的建議。

What kind of advertising will you do for us?

您能為我們做哪種廣告？

權衡利弊

A：Electric advertising is quick, cheap, and widespread.

電子廣告速度快、價錢低并且傳播廣。

B：Maybe it's our best choice.

也許那是我們最好的選擇。

Among all the advertising media, TV is the most expensive.

在所有的廣告媒體中，電視是最昂貴的。

In a campaign, two or more media are often used together.

在廣告戰(zhàn)中通常同時使用兩種或更多的媒體。

The TV advertising has unparalleled excellence despite its expensiveness.

電視廣告費用昂貴，但效果顯著。

廣告費用

A：What can I do for you, sir?

先生，有什么可以幫忙的嗎？

B：What are the advertising rates in the Friday edition of your paper?

你們報紙的周五版廣告價格是多少？

Can you tell me a little about your rates for advertisements?

你能給我介紹一下你們的廣告收費情況嗎？

If we run a full page ad in your summer edition on a normal gloss paper, tricolor, what do you think that will run me?

如果我們需要在你們夏季版上登一整頁的廣告，用一般的光紙、三色印刷，你看得要多少錢？

場景應用

珍妮建議將公司的新產(chǎn)品用在網(wǎng)絡上登廣告的形式進行宣傳，這樣既省錢，宣傳效果還更好，金先生對此也是贊不絕口。

A：Mr. King, I have some ideas on how we can successfully promote the new product.

B：I'm always open to any good suggestions.

A：Well, I was thinking that traditional forms of advertising, like radio, television, magazine ads, newspaper ads, might not be the best way to get our customers' attention.

B：Billboard advertisements are a good way.

A：True. But I think there is a way that we can get an ever greater number of customers.

B：Sounds like this might be expensive. You know we have a limited advertising budget for this produce.

A：What would you say if I told you we could increase public exposure at a lower advertising cost than our proposed budget?

B：I'd say great. Now, quit beating around the bush. What have you got in mind?

A：Advertising on the Internet.

B：The Internet?

A：Of course! We just set up our own Web site, link it up to related sites, and make it possible for customers to order online. I believe that our products will be like a house on fire soon on the internet.

B：Jenny, you are brilliant!

A：金先生，對于如何成功促銷公司新的產(chǎn)品，我有一些想法。

B：任何好意見我都愿意接受。

A：嗯，我一直在想，傳統(tǒng)的廣告手法，例如：廣播、電視、雜志和報紙上做廣告，未必是吸引客戶注意力的最好方法。

B：用廣告展板是一個不錯的方法。

A：沒錯。不過我認為還有一個方法能夠吸引更多的顧客。

B：聽起來好像會花很多錢。你知道，我們這個產(chǎn)品的廣告預算很有限。

A：如果我告訴你，我們可以用比原先所作的預算更少的廣告費，讓產(chǎn)品得到更高的公眾曝光率，你覺得如何？

B：當然是好極了。好了，別兜圈子了，你有什么想法？

A：在網(wǎng)絡上登廣告。

B：網(wǎng)絡？

A：當然！我們建設自己的網(wǎng)站，和相關的網(wǎng)站鏈接，并且讓顧客可以在網(wǎng)絡上直接訂購。相信我們的產(chǎn)品很快就會在網(wǎng)上火起來。

B：珍妮，你真聰明！

* * *

like a house on fire火起來

由于古時的房子用木頭建筑，所以一旦著火，便很快蔓延開來，形成大火，甚至會燒毀一條街。如今人們用like a house on fire來形容“火起來，發(fā)達起來”，有時也指“快速的，猛烈的”。例如：I'm very enthusiastic about the new product. It is sure to be like a house on fire.（我對新產(chǎn)品很期待，它必將會火。）

* * *

彼得和瑪麗對廣告的設計進行了改動，以求最大限度地吸引年輕人的注意。

A：Mary, are you free now? I'd like to discuss with you about the print advertisement for the new product. There is something we should revise.

B：Okay. What part do you think can be improved?

A：I think there are too many elements in the picture, so the focus is not clear enough.

B：I agree. We should make the product stand out in the picture as clearly as possible.

A：Let's try dimming the surrounding colors a little bit, so as to emphasize the product.

B：Wait a minute. How about this?

A：Yeah, it looks better. Besides, can you delete the words at the upper right corner? They are a bit redundant.

B：All right.

A：Oh, it looks great. Our product will be very popular among the youth with the influence of the ad.

B：I will hand it in to the project manager in a minute. Thank you.

A：瑪麗，你現(xiàn)在有空嗎？我想和你談談那款新產(chǎn)品的平面廣告。有些地方需要改一下。

B：好的。哪些方面需要改進呢？

A：我覺得畫面的元素太多了，中心不夠明確。

B：我也覺得，我們要盡可能地突出產(chǎn)品。

A：試試把周圍的顏色弄暗一點，突出產(chǎn)品。

B：稍等一會。現(xiàn)在怎么樣？

A：好，看起來好多了。還有，你能把右上角的文字刪掉嗎？他們有點多余。

B：好的。

A：哦，看起來棒極了。在這款廣告的影響之下，我們的產(chǎn)品肯定會在年輕人中大受歡迎的。