1. Advertising and Business Image
A: I think advertising plays an important part in your production promotion. Do you agree with me? B: Yes. l am especially interested in the role of business image and public relation that advertising plays in the production promotion.
A: That is a fascinating and important area in the entire process of successful merchandising, especially the matter of public relations and business image.
B: There is a close relationship between building a reputation and establishing goodwill. Am I right?
A: Yes. We all know what it is when a company has it and we clearly know when a company doesn't have it.
B: I think we all know that
A: The same thing applies to product, too. And this is why I think the specific product advertising has only limited effect. In the long run, it's image that really counts.
B: Yes, advertising can help build product recognition, and product itself build image.
1. 广告与企业形象
A：我认为广告对促进生产发挥着重要作用，您同意吗？
B：是的。我尤其对广告在促进生产中对企业形象和公共关系的作用感兴趣。
A：那是个有吸引力的领域，它在成功推销的整个过程中是至关重要的，尤其是公共关系和企业形象。
B：建立信誉和树立商誉有密切的关系，对吗？
A：是的。我们很清楚，当一家公司建立了信誉，它意味着什么，同时，更清楚如果公司没有了信誉，它又意味着什么。
B：我想我们都了解这一点。
A：这也同样适用于一件产品。所以我认为具体的产品广告，效果是有限的。然而从长远来看，企业形象才是真正重要的。
B：是的，广告虽有助于识别产品，但是产品本身才能树立形象。
A：很明显，销售额确实是要看广告的好坏，布朗先生，你的意见是什么？
B：我想说的是我们的产品在美国销售很差的主要原因就是我们的广告策略。
A: 你能解释得再详细一些吗？
B：好的。在日本及美国我们用的是同一家日本广告代理商，广告活动也极为相似……结果美国方面的销售额少了百分之二十。
2. Advertising and Culture
A: It may seem an obvious point, but it's true that advertising determines the rate sales. Mr. Brown, What is your opinion?
B: I want to say that one of the main causes of the poor U. S sales of our new product was our advertising strategy.
A: Could you explain it more specifically?
B: Well, we used the same Japanese agency for both the Japanese and U. S campaigns, and the campaigns were very similar. . . but response was 20% lower in the U. S.
A: So you mean the ad appealed more to a Japanese audience than to an American audience.
B: Exactly. They used visuals and music to convey an overall image, but did not say much about the product. Japanese are accustomed to this type of advertising but Americans tend to want more information from ads.
A: That's fascinating. The historical and cultural basis may cause the difference in advertising.
2. 广告与文化
A：很明显，销售额确实是要看广告的好坏，布朗先生，你的意见是什么？
B：我想说的是我们的产品在美国销售很差的主要原因就是我们的广告策略。
A：你能解释得再详细一些吗？
B：好的。在日本及美国我们用的是同一家日本广告代理商，广告活动也极为相似……结果美国方面的销售额少了百分之二十。
A：你的意思是那个广告对日本的顾客比对美国的顾客有吸引力吗？
B：不错。那个广告用视觉与音乐的效果来表达整体的形象，对产品的说明却很少。日本人已经习惯于这类广告，但是美国人却倾向于在广告上得到很多的信息。
A：很奇妙呀！历史和文化背景会造成广告效果的差异。
3. Advertising Strategy
A: Bob, have you got any ideas about the advertising of our sky beer?
B: I think we can start out with small newspaper ads. Then we'll see what kind of response we get.
Based on that we'll decide whether to run full-page ads. If we don't get a positive response from the newspaper ads, we'll do some radio spots.
A: Sounds good. But I have a different idea. Listen. I plan to use the media mix to reach our target market. Our main goal is to establish brand awareness among our target audience.
B: What do you plan to use?
A: I plan to put together two 30-second prime-time TV commercial. We'll begin with a slow-moving shot of the crowds, Then we'll come in on a close-up of our main actress. She will be drinking our sky beer and the rest of the crowd will be moving in towards her. I plan to finish up with this shot of the product and the punch line: "you can count on us".
B: Great! I like where you're going with this, but what kind of music are you going to have in the background.
A: We'd better use light music. It makes the audience feel comfortable.
B: I think we can also run billboard and print ads to help create broad brand recognition.
3. 广告策略
A：鲍勃，关于我们天空牌啤酒的广告设计你有什么想法吗？
B：我认为可以先在报纸上打小型广告，看看有什么反应。根据反应我们再决定是否作整版广告。如果报纸反应不理想，我们将做些广播广告。
A：很好，但我的想法和你不同。我计划用媒体组合来达到市场目标。我们的主要目标是在目标顾客中建立起品牌知名度。
B：你打算使用哪些媒体？
A：我打算策划两个30秒的广告在电视黄金时间播出。我们可以首先用一个缓慢移动的人镜头。然后
推入我们女主角的特写。她喝着一瓶天空牌啤酒，其他人向着她移动。我打算用产品的这个镜头结束，伴随的广告妙语是“请相信我们”。
B：好极了！我很喜欢你的这种处理，可是你打算用什么背景音乐呢？
A：我们最好用轻音乐。轻音乐使观众感到很舒服。
B：我们还可以同时刊登户外广告及平面广告来帮助创立品牌识别。
4. Look for an advertising agency
A: I am thinking about finding an advertising agency for our new product, but I am totally at a loss when facing so many choices. Do you have any ideas?
B: I recommend Hope Advertising Agency. In the five years we have been working with Hope, they have proved an indispensable role of the marketing process.
A: Really? I want to know more about them. Tell me something.
B: Hope has been established in this trade since 1990. They are creative, financially stable and progressive. Hope can become a genuine partner.
A: That really sounds like a reliable agency. How did Hope strike you when you first got acquainted with each other?
B: I would admit that their philosophy impressed me a lot. It goes like this: You cannot bore people into buying your produces or services. You must interest them into buying.
A: Sounds perfect. I think I'd better make a phone call to them.
4. 寻广告代理
A：我想要一个广告公司为我们的新产品打广告，但是面对这么多的选择，我真是无从下手。你有什么点子吗？
B：我极力推荐希望广告公司。在我们同希望公司合作的五年里，事实证明他们是我们市场环节必不可少的一部分。
A：真的吗？我想了解更多关于他们的情况。
B：从1990年开始，希望公司开始着手广告业务。他们有很好的创意，经济稳定，事业也蒸蒸日上。他们是一个真正的合作伙伴。
A：听起来是家值得信赖的公司。你们第一次和他们打交道时，他们是怎样打动你们的？B：我必须承认他们的经营理念给我留下了深刻的印象。大概是这样的：“你不能让人们厌烦之极而买你的商品，而应该让他们感兴趣而去买你的商品。
A：很有道理。我觉得我最好给他们打个电话。
5. Place an Advertisement in a Magazine
A: Market classifieds, can I help you?
B: Yes, I would like to find out about placing an advertisement in your magazines. Can you tell me
a little about your rates for advertisements?
A: Sure. Our advertising rates are divided according to size and location. Also, our rates are different according to which publication you wish to advertise in. Our fall edition is pricier than the spring edition. When were you looking to advertise?
B: We would like to get in with the fall publication, if possible. . .
A: We can do that. .. timing might be a little tight because our press date is October15th, but it can be done. Do you have a predetermined design? You can use either your own designers or if it is more convenient for you, we have a team of designers that can put something together B: That won't be necessary, we already have the image. If we run a full page ad in your fall edition on, what do you think that will cost me?
A: It depends on the location in the material. Are you interested in a front or back paper ad? Those are more prime spots. We also have six tab page positions available.
B: I think a tab spot would
A: For a customer supplied design, you are looking at about 500 pounds.
5. 刊登广告
A：市场广告部，需要帮忙吗？
B：是的。我想了解一下你们杂志刊登广告的事情。您能给我介绍一下你们的广告收费情况吗？
A：当然可以。我们的广告收费按照大小和所登的位置分成几档。此外费用也会根据你们想登哪一版而不同。我们秋季版比春季版收费！要高。你想什么时候登广告。
B：如果可能的话，我想在秋季版上登。
A：我们可以安排。由于我们的出版日期是10月15日，所以从时间上可能有点紧张。你有提
前订好的设计方案吗？你可以用自己的设计，或者更方便的话，我们有室内美术设计师帮你设计。
B：那倒没有必要。我们有自己的设计方案。如果我们需要你们秋季版上登一整页的广告，你；看要多少钱？
A：那要看你所登广告的位置。你喜欢封面还是封底广告？我们还有6个插页广告的位置。B：我想插页广告就可以了。
A：顾客自己提供设计的话，广告费用大概要500英镑。
6. Selection of Business Media
A: As for the selection of business media, would you like to share some thoughts with us?
B: Well, the key is that advertisers must study the audience they wish to reach before buying any media, whether at home or abroad.
A: Say, we plan to use newspaper to advertise our products. Any suggestions?
B: To get the most from the advertising budget, you must know the characteristics of a newspaper's readership: the median age, sex, occupation, income, educational level, and buying habits of the typical reader.
A: Compared with other media, any advantages for newspaper?
B: Studies show that newspaper ads rank highest in credibility; TV commercials are a distant second.
A: Newspapers must have their shortcomings.
B: Definitely. Newspapers also have disadvantages: lack of audience selectivity, shot life span, poor production quality, heavy advertising competition, potentially poor ad placement, and overlapping circulation.
A: Then what about magazines?
B: Magazines offer distinct advantages. They are the most selective of all mass media and are flexible in both readership and advertising. Unsurpassed color, excellent reproduction quality, authority and cre
dibility, long shelf life, so many advantages. Of course, the cost of advertising in some magazines is also very high.
6. 选择商业媒体
A：对于商业媒体的选择方面，您能和我分享一下您的想法吗？
B：哦，关键在于广告主在购买媒体，无论是国内还是国外的之前，必须研究他们的目标受众。
A：比如说，我们打算用报纸来宣传我们的产品。您有什么好的建议吗？
B：为了更好地利用广告预算，你必须了解报纸读者的特征：典型读者的平均年龄、性别、职业、收入、教育水平和购买习惯。A：相对于其他的媒体，报纸有什么优势呢？B：研究表明，在可信度方面，报纸广告名列第一，电视广告屈居第二，而且差距不小。A：那报纸一定有它的缺点吧？
B：当然，报纸也有缺点，如对受众而言缺乏选择性、寿命短、印刷质量差、广告竞争激烈、广告发布的位置可能不好、发行重叠等。
A：那么杂志呢？
B：杂志具有明显的优势。在所有的大众媒体中，它的选择性最强，在读者和广告方面也具有弹性。无与伦比的彩、出的再现质量、权威性和可信性、寿命长等众多优点。当然，有些杂志的广告成本也很高。
7. Media Plannersnice是什么中文意思
A: Remember, we're the media planners. We should bear in mind that how consumers regard various magazines and TV program——feminine or masculine, highbrow or lowbrow, serious or frivolous——and determine whether they are appropriate for our brand.
B: That's surely the most important part. And we need a comprehensive research.
A: Once business media vehicles are selected, we should decide on scheduling——how many of each medium's space or time units to buy over what period of time.
B: Yes. Besides, we should take our competitors' move into consideration.
A: Good. Especially those that have larger advertising budgets should we care. This affects the media mix.
B: Have you guys noticed that the efficiencies of mass media advertising are not what they used to be?
A: Yes, indeed. Consumers tend to be more sophisticated, cynical, rational and distrusting than ever before.
B: As new media have proliferated and the cost of competition had intensified, we should search for new ways to get more market share.
A: Great minds think alike, huh !
7. 媒体策划人员
A：要记住我们是媒体策划人员。我们要考虑消费者如何看待各种杂志和电视节目——男性的、女性的、高雅的、低俗的、严肃的、无聊的——以确定这些媒体对我们的品牌是否合适。
B：这显然最为重要。我们需要一个全面的调查。
A：一旦商业媒体工具选择好了，我们应该决定广告排期——广告发布的时间，每种媒体购买多少空间和时间。
B：是的，除此之外，我们还要考虑对手的行动。A：说得好。尤其是那些广告预算比我们高的对手。这会影响到媒体的组合。
B：你们注意到了吗，大众媒体的广告功效远不如过去？
A：的确如此。消费者比过去更成熟、挑剔、理性，更不信任媒体。
B：随着新媒体的激增和竞争成本的增长，我们也应该寻新的方法，从而抢占更大的市场份辅．
A：看来英雄所见略同呀！
8. Carry Out the Plan
A: Good morning. How are you today?
B: I'm fine. How about you?
A: Great, thanks. So, what is the status of your advertising campaign?
B: As I mentioned before, it'll be a national campaign starting next month. We've decided to use a variety of media for full coverage. First, we'll have 30-second spots on television once a day for 3 week
s. At the same time, we'll do 15-second radio commercials 3 times a day in selected cities with large populations. Finally, we'll have some outdoor ads using billboards near main entrances to big cities.
A: What style will the ads use?
B: We're focusing on slice of life, showing how you can beat the summer heat by biting into a cool ice-cream sandwich. There’ll be some reason why thrown in to hype our choice of flavors and show everyone they're not stuck with just vanilla.
A: Sounds like an ideal approach. Will we have a new slogan?
B: Definitely. The advertising agency's working on that right now. They'll have some proposals ready by the end of the week.
A: Sounds like we'll have a winner on our hands!