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营销和销售之 策划广告活动 Creating an Advertising Campaign

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2020年09月02日

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营销和销售之 策划广告活动 Creating an Advertising Campaign

如何在铺天盖地的广告世界里赢得消费者青睐?如何让消费者对你的广告词回味良久(catchy),感受到一个品牌的可信力(credibility)?如何让消费者在同一种产品的不同品牌间回忆起你的广告词而顿生掏腰包的冲动?这一节我们将了解一个好的宣传广告诞生的过程。

了解消费者

一个成功的广告策划的第一步是研究客户调研报告(customer research)。你需要理解你的产品的最主要消费者(most profitable customers)对于你的产品和服务的价值取向(the value of your product or service)。他们觉得你的产品比别的竞争对手的产品好在哪里?你怎么想并不重要,关键是客户是怎么认为的。了解了消费者对你的产品的认知角度,这个时候再开始准备你要发展的信息。

⊙Our main demographic is women aged 25~40.我们主要的目标人群是25~40岁的女性。

⊙The values of our target group are……

我们的目标群体的价值取向是……

⊙Our most profitable customers aren't going to go for……我们最主要的消费者是不会选择……

⊙I'm tossing around a few new ideas for our marketing campaign.我正在考虑一些新的有关市场推广活动的想法。

组织信息

这里所谓的“信息”指的是你的广告想要表达的。你的客户在意价格、质量,还是样式设计?通过广告你要表明经济实惠、质量上乘、样式新颖等信息。总之,就是将客户的价值取向反馈回去(reflect that value back)。

⊙I think we should focus on the quality of the brand.We effectively appeal to customers who are looking for luxury at economy prices. Our targetcustomers care about the value they get for their money.

我觉得我们应该突出品牌质量,有效地吸引那些希望以实惠的价格买到高档货的消费者。我们的目标人群要的是物有所值。

⊙We need to work the cool angle.How much‘awesomeness’can we fill a 30 second television spot with?We don't need to focus on rational explanations of why our product is better. Our audience is adolescent boys.They care about cool.

我想我们应该把着力点放在“酷”的角度上。30秒的电视广告中能体现多少精彩之处?我们没有必要清楚解释为什么我们的产品更好。我们的受众是青春期男孩,他们要的是酷。

评估

你可以通过你自己的品位或角度来判断广告是否与你的关键信息同步(in sync),也可以邀请具有典型性(fit the profile)特征的消费者来评价你的广告:他们明白了吗?他们理解你要说的吗?他们信吗?他们是否更好地了解了产品?对和他们一样的消费者有吸引力(appeal to)吗?

⊙What do you think of our new slogan?你觉得我们的新口号怎么样?

⊙The new advertising jingle is very catchy.我们新的广告词朗朗上口。

⊙What do the sales numbers look like after we started the new campaign?我们开始新的广告宣传活动之后销售数据显示如何?

⊙Are we appealing to our target audience?

我们对我们的目标受众群有吸引力吗?

⊙What percentage of our demographic are we reaching?

我们达到的受众百分比是多少?

⊙Is it clear what we're trying to say with this ad?这广告把我们想要表达的说清楚了吗?

⊙What kind of response did we get from the focus group?Did they like it?我们从调查人群得到的反应如何?他们喜欢吗?

⊙30%of those surveyed said that they would buy our product.10%thought the ad was too strong. 25%just didn't seem to click with our message.

30%的受访人群表示他们会买我们的产品,10%表示广告言过其实,25%看上去对我们的信息没有兴趣。

调整

了解客户的反馈,并根据需要做相应的调整。

⊙I think we're getting our message across.我想我们正在传达信息。

⊙Looks like we need to go back to the drawing board!看上去我们需要从头再来了。

⊙I don't think this says what we want it to say.To me, it seems to be missing something.

我觉得它没有说明我们想说的。我感觉好像少了什么。

A:What kind of changes should we make?

B:Based on the results of our test run, we need to focus more on the credibility of our product. I think if we added an expert opinion or some kind of endorsement from a trusted source, we could make this advertisement much more effective.

A:我们要做什么样的变动呢?

B:根据试销的结果来看,我们需要着重宣传产品的可靠性。我想我们可以增加一个专家的评论或者某公信部门的批注,这样可以让广告更有效力。

总结

声嘶力竭的鼓吹只能让消费者望而却步,好广告的关键是“投其所好”,说到消费者的心坎上。你需要深度了解你的产品和服务在消费者心中的感觉和印象,对于消费者的要求和价值取向能够做到换位思考。

Words 单词表

adolescent青春期的

audience观众,听众,读者

awesomeness精彩之处

catchy易记住的,朗朗上口的

credibility可靠性,公信力

demographic人口的,人口统计的

effectively有效地

jingle(精致押韵的)广告词

percentage百分比

profitable有利的,有益的

rational理性的,理智的,合理的

slogan标语,口号

suffice足够,合格

survey调查,调研

tweak调整,调解

Phrases 短语表

appeal to呼吁,恳求,要求

at this point在这一点上

go back to the drawing board从头开始

bottom line底线

based on基于,以……为基础

clickwith(sth/sb)(某物/某人)受欢迎

focus group调查人群

get stuck in sb's head牢记住,留在某人脑海中

hard to tell很难说

get what we want out of sth从某事物中获取我们所需的

go for sth努力获取,追求

I've got to admit……我得承认……

new and improved焕然一新的

show up in出现在

target audience目标人群

work……angle从……角度着手

test run试销

实景对话1

A:“New and Improved”?What kind of a slogan is that?

B:What do you think of our new slogan?Do you like it?I think the new advertising jingle is very catchy.

A:Well, I've got to admit the jingle is catchy……it gets stuck in your head so easily, so that's a good thing. But I don't like this slogan.I don't think it's helping us to get what we want out of our advertising campaign.Are we appealing to our target audience?What percentage of our demographic are we reaching?

B:Well, it's hard to tell exactly at this point……

A:What do the sales numbers look like after we started the new campaign?

Are they up?That's how you know if an advertising campaign is successful, after all. It will show up in the bottom line.What kind of response did we get from the focus group?Did they like it?

B:30%of those surveyed said that they would buy our product. 10%thought the ad was too strong. 25%just didn't seem to click with our message.

A:If they didn't click with our message, that means we've got to go back to the drawing board. Who's our audience?What do they value?

B:I think we need to work the cool angle. How much‘awesomeness'can we fill a 30 second television spot with?We don't need to focus on rational explanations of why our product is better. Our audience is adolescentboys.They care about cool.

A:“焕然一新”?那是什么口号?

B:你觉得我们的新口号怎么样?喜欢吗?我觉得我们的新广告词朗朗上口。

A:啊,我得承认这广词是很吸引人……很容易让人记住它,所以挺好的。

但是我不喜欢这个口号。我想它无法帮助我们从宣传活动中获取我们所期望的。我们对我们的目标受众有吸引力吗?我们达到的受众百分比是多少?

B:啊,在这点上很难说清楚……

A:在我们开展新的宣传活动后的销售数据是多少?有提升吗?总而言之,那才是你确定广告宣传是否成功的依据。它将在底线的对比上显示出来。我们从调查人群得到的反应是什么?他们喜欢吗?

B:30%的受访人群表示他们会买我们的产品,10%表示广告言过其实,25%

看上去对我们的信息没有兴趣。

A:如果我们的信息不受他们的欢迎,这就意味着我们得从头再来。我们的受众是谁?他们的价值取向是什么?

B:我想我们应该把着力点放在“酷”的角度上。30秒的电视广告中能体现多少精彩之处?我们没有必要重点解释为什么我们的产品更好。我们的受众是年轻人,他们要的是酷。

实景对话2

A:What do you think about our advertising campaign?Is it clear what we're trying to say with this ad?

B:I don't think this says what we want it to say. To me, it seems to be missing something. Our main demographic is women aged 25~40.The values of our target group are economy, value, comfort, convenience, simplicity……

A:I think we're getting our message across……maybe we do need to tweak it a little bit. Our most profitable customers aren't going to go for somethingthat doesn't appeal to their values, but I don't think this ad is that far off.Maybe just a few small changes would suffice.

B:What kind of changes should we make?

A:Based on the results of our test run, we need to focus more on the credibility of our product. I think if we added an expert opinion or some kind of endorsement from a trusted source, we could make this advertisement much more effective.

B:I think we should focus more on the quality of the brand. We effectively appeal to customers who are looking for luxury at economy prices. Our target customers care about the value they get for their money.

A:你觉得我们的广告宣传怎么样?把我们想要表达的说清楚了吗?

B:我觉得它没有说明我们想说的,感觉好像少了什么。我们的主要人群是年龄在25~40岁的女性。我们的目标受众的价值取向是经济、价值、舒适、方便、简单……

A:我想我们正在传达信息……也许我们真的需要做相应的调整。我们的消费者不想要不符合他们价值取向的东西,但是我觉得我们的广告并没有离题太远。也许只是一些小小的变动就足够了。

B:我们要做什么样的变动呢?

A:根据试销的结果来看,我们需要着重宣传产品的可靠性。我想我们可以增加一个专家的评论或者某公信部门的批注,这样可以让广告更有效力。

B:我觉得我们应该突出品牌质量,有效地吸引那些希望以实惠的价格买到高档货的消费者。我们的目标人群要的是物有所值。


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