实用商务英语 广告策略

2　广告策略

你将听到的

类型选择

Are you thinking about print media advertising only?

广告预算

How much did you say that the advertising budget was?你说你们的广告预算是多少？

媒体选择

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

媒体推荐

I think the products should be advertised on television.

各有长短

Newspaper advertising is relatively cheaper.

电子广告

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

考虑因素

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

你也许会说

广告方案

What style will the ads use?

广告投入

What will it cost us to make some magazine advertisements?

广告功能

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

职场心经

有一种广告策略叫：猜谜式。即不直接说明是什么商品，而是将商品渐次地表现出来，让消费者好奇而加以猜测，然后一语道破。这种策略适宜于尚未发售之前的商品。猜谜式广告策略，看起来似乎延缓了广告内容的出台时间，其实却延长了人们对广告的感受时间。通过悬念的出现，使原来呈纷乱状态的顾客心理指向，在一定时间内围绕特定对象集中起来，为顾客接受广告内容创造了比较好的感受环境和心理准备，为顾客以后更有效地接受广告埋下了伏笔。

必备的词汇热身

●　advertise [ˈædvətaiz] v.广告

●　unless [ənˈles] conj.除非．

●　general [ˈdʒenərəl] adj.全面的

●　review [riˈvju:] v.再审视

●　basically [ˈbeisikəli] adv.基本上

●　whatever [hwɔtˈevə] pron.什么都

当谈论广告策略的时候你会听到

Are you thinking about print media advertising only?

你们只考虑做印刷广告吗？

How much did you say that the advertising budget was?

你说你们的广告预算是多少？

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

广告可便宜可昂贵，要看其选用的媒体。

I think the products should be advertised on television.

我认为产品应该做电视广告。

Newspaper advertising is relatively cheaper.

报纸广告相对来说较便宜。

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

随着电脑的发展，电子广告变得越来越流行。

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

做广告时还必须考虑社会和文化的因素。

当谈论广告策略的时候你会说

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

在杂志上做广告需要花费多少？

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

你认为我们能搞得起这类绿色包装宣传吗？

Green Package绿色包装

绿色包装（Green Package）有人称其为生态包装（Ecological Package）。发源于1987联合国环境与发展委员会（The United Nations Conference on Environment and Development）发表的《我们共同的未来》。

1975年，世界第一个绿色包装的“绿色”标识在德国问世。此后，许多国家也先后开始实行产品包装的环境标志。如中国的“环境标志”，加拿大的“枫叶标志”，新加坡的“绿色标识”等。

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

我们希望用室外广告宣传我们的产品。

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

我们希望通过贵方的广告活动能使我分公司建立并大大拓展与贵国的联系。

5．We should make different commercials for different markets.

我们应该针对不同市场制作不同的广告。

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

广告旨在向潜在顾客和客户传递信息，并劝说公众去购买。

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

广告虽能帮助识别产品，但是产品形象的树立要依靠产品本身。

8．What style will the ads use?

广告采取什么样的风格？

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

我想如果我们不介意多付些钱的话，电视是较有效的。

10．Do you have a put forward design?

你有提前订好的设计方案吗？

put forward提前

单词forward是“向前”的意思，习语put forward则用来表示“提前”。set forward以及bring forward也都表达“提前”的意思。例如：They decided to bring forward the date of the next meeting.他们决定将下次会议的日期提前。

“提前”的其他表达方式还有：

in advance提前

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

请提前三天确认你的订票。

ahead of time提前

Can you return it to me ahead of time?

你能不能提前还给我？

ahead of schedule提前

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

由于我的努力，任务提前完成了。

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

如果您为我们设计广告，需要多少费用？

拓展学习

找广告商

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

能否凭借您的广告来促进一下业务？

B：No problem. It's our business.

没问题，这就是我们的工作。

Where can you recommend for fixing boards?

你们建议在什么地方放广告牌？

I need some suggestions on how to market my product.

我需要一些有关如何销售我公司产品的建议。

What kind of advertising will you do for us?

您能为我们做哪种广告？

权衡利弊

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

电子广告速度快、价钱低并且传播广。

B：Maybe it's our best choice.

也许那是我们最好的选择。

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

在所有的广告媒体中，电视是最昂贵的。

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

在广告战中通常同时使用两种或更多的媒体。

The TV advertising has unparalleled excellence despite its expensiveness.

电视广告费用昂贵，但效果显著。

广告费用

A：What can I do for you, sir?

先生，有什么可以帮忙的吗？

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

你们报纸的周五版广告价格是多少？

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

你能给我介绍一下你们的广告收费情况吗？

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?

如果我们需要在你们夏季版上登一整页的广告，用一般的光纸、三色印刷，你看得要多少钱？

场景应用

珍妮建议将公司的新产品用在网络上登广告的形式进行宣传，这样既省钱，宣传效果还更好，金先生对此也是赞不绝口。

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，对于如何成功促销公司新的产品，我有一些想法。

B：任何好意见我都愿意接受。

A：嗯，我一直在想，传统的广告手法，例如：广播、电视、杂志和报纸上做广告，未必是吸引客户注意力的最好方法。

B：用广告展板是一个不错的方法。

A：没错。不过我认为还有一个方法能够吸引更多的顾客。

B：听起来好像会花很多钱。你知道，我们这个产品的广告预算很有限。

A：如果我告诉你，我们可以用比原先所作的预算更少的广告费，让产品得到更高的公众曝光率，你觉得如何？

B：当然是好极了。好了，别兜圈子了，你有什么想法？

A：在网络上登广告。

B：网络？

A：当然！我们建设自己的网站，和相关的网站链接，并且让顾客可以在网络上直接订购。相信我们的产品很快就会在网上火起来。

B：珍妮，你真聪明！

* * *

like a house on fire火起来

由于古时的房子用木头建筑，所以一旦着火，便很快蔓延开来，形成大火，甚至会烧毁一条街。如今人们用like a house on fire来形容“火起来，发达起来”，有时也指“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.（我对新产品很期待，它必将会火。）

* * *

彼得和玛丽对广告的设计进行了改动，以求最大限度地吸引年轻人的注意。

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：玛丽，你现在有空吗？我想和你谈谈那款新产品的平面广告。有些地方需要改一下。

B：好的。哪些方面需要改进呢？

A：我觉得画面的元素太多了，中心不够明确。

B：我也觉得，我们要尽可能地突出产品。

A：试试把周围的颜色弄暗一点，突出产品。

B：稍等一会。现在怎么样？

A：好，看起来好多了。还有，你能把右上角的文字删掉吗？他们有点多余。

B：好的。

A：哦，看起来棒极了。在这款广告的影响之下，我们的产品肯定会在年轻人中大受欢迎的。