新东方商务口语[50]:讨论广告运作

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Mark: I think the most important thing now is to let people know the product exists rather than highlighting its specific benefits.

我认为现在最重要的是让人们知道产品的存在，而不是强调它的具体好处。

Roy: I agree somewhat Mark, but not completely. As long as we are spending money on advertising, we might as well put a few extra dollars into specifics.

我在某种程度上同意你的意见，Mark， 但不能说是完全同意。既然我们花钱做广告，我们不妨在细节上也花些钱。

Mark: Our budget has been reduced from last quarter, we can’t afford any extra spending.

从上季度起，我们的预算金额就被消减了，我么负担不起任何额外的开销。

Roy: The way I see it , we can’t afford not to get into specifics. If all we do is let people know the name of our product. Our competitor can follow up with specifics and we will be dead . They will reap the benefits of our basic campaign by simply spending a few dollars on specifics. Do you see what I mean?

可是照我看来，我们负担不起的恰恰是不进入细节。如果我们仅仅让市场知道我们产品的名称，而竞争对手跟着做很细节的广告，我们就死定了。他们只用花很少钱就可以掠夺我们前期的战斗果实。你明白我的意思吗?

Mark: I see. I guess from that perspective you’re right. We can’t afford not to spend the extra dollars, Let’s put together a proposal and present it to manager.

我明白。从那个角度看，你是对的。我们无法负担不花这点额外钱的后果。我们先做一个计划，提交给经理。

Roy: Agreed. Maybe we should start with a general idea-a few slogans so they can choose the focus of the campaign.

同意。我们先设计出大体构想-几条标语，他们可以从中选出广告的重点。

Mark: It couldn’t hurt. Let’s kick around a few ideas.

可以。让我们讨论几条想法吧。