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【正文】 you mean by “ effective” . Do you mean reach the widest audience, or cost the least, or what? J: I mean what gives us the most bang for the buck. Obviously TV will show our capabilities the best, but it is also expensive. I’ m concerned that if we use print media they can’ t really see the quality. What do you think? S: Well, first let’ s both agree to ignore radio. Paul thinks we should use radio, as there is a large listening audience. But I say that in order to see the quality of our product, you really have to see it. Do you agree? J: Agreed. So where do we go from here, TV？ S: Actually, I think TV is good, but too expensive. Too much of our budget would be drained and not all that much sales revenue would be generated. J: So do you have a better option? Like I said, print media won’ t really show off our best digital features. S: That’ s where I disagree. I think we could reduce our print media focus to magazines only. The cost would be lower but our features could still be seen. J: How many males 35 to 40 years old could we expect to reach? S: Surprisingly, our marketing surveys show about 53 million. In the world of advertising, there’ re many __1_ to bring a consumer in. In fact, there are dozens. However, today I’ ll be sharing with you just a fewads using weasel words, ads which are _2__ and endorsement ads and _3__ ads. Different and unique ads are those that grab the consumer’ s attention by being, well, unique. These ads can contain _4_ pictures, bold texts and casting characters plus so much more. (Unfortunately, this ad has no sound, but I can tell you what is happening. In some other language, this child is throwing a temper tantrum when his father won’ t buy him candies. Can you guess what this is advertising.) Weasel word is a term that we use as a modifier that makes the following ad nearly _5_. Weasel words sound _6_ at first, but upon closer examination, turn out to be empty. The most mon weasel words include helps, virtual , like, acts, works, can be, up to, as much as, refreshes, forts, fights, the feel of, the look of, tastes, fortified, enriched and _7_. The endorsement or testimonial technique uses a _8_ in an ad to lend his or her stellar qualities to the product. Sometimes that people actually claim to use the product, but sometimes they don’ t. Some _9_survive by providing “ names” for these testimonials. Doctors are also used in this technique. (This ad, like the one before it, unfortunately has no sound. Here we have the dazzling Nicole Kidman advertising Chanel perfume, Formula No. 5.) And finally, we have scientific or statistical advertising, which is a type of advertising that refers to some sort of _10_ or experiments to very _11_, or to an impressivesounding mystery ingredient.(Examples of this are things like GermX which claims to eliminate 99% of germs.) Complete the conversation ? A: Look, we have to ________. (最遲在 15號(hào)前敲定這些細(xì)節(jié)問(wèn)題 ) ? B: You never leave us enough time. _____ (至少需要 2周 ) to get the storyboard written up, and then plan the shots, hire actors, and do some rehearsals. ______. (你的時(shí)間表給我們的時(shí)間不夠 ) ? A: It’ s not our schedule! ———— . （最后期限是上面定的） ? B: You mean CEO? ? A: _____? (除了他還能有誰(shuí) ) Translate the conversation ? A: 就我所知，你的產(chǎn)品僅做了報(bào)紙廣告，這遠(yuǎn)遠(yuǎn)不夠。 ? A:這種偏愛(ài)是不是您選擇餐館的決定因素？ ? B:不是。我覺(jué)得在那里花錢(qián)很值。 ? B:行，問(wèn)吧。Chapter 3 Trade Marketing ? Warmup discussion: Where do you usually buy goods? Why? Where can you buy? ? What is marketing? ? Marketing is often simply viewed as advertising and selling. ? Marketing is much more than this and includes conducting market research, market segmentation, branding, pricing, promotion, distributing, selling the product and customer services . How to sell your products? ? 1. Market research ? 2. Advertising ? 3. Promotional events ? 4. Attending trade shows ? 5. Customer service 1. Market research ? What information to gather and how to gather? How to analyze information? Examples of questions that may need to be answered: ? What are the major variables affecting my sales and how important is each one? ? What are the best variables for segmenting my market, and how many segments exist? ? What are the best predictors of which consumers are likely to buy my brand versus my petitor’s brand? ? If I raised my price 10% and increased my advertising expenditures 20%, what would happen to sales? Sentence patterns ? 1. I think our main strength is with young consumers. ? 2. I went over the sales figures in the market research report. ? 3. Our European market has the highest current demand, but South America has great potential for growth. ? 4. When our product was marked up at a higher introductory price, our sales after product launc
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