PART THREE: DISCUSSION
Advertising a product
Your company has developed a new luxury toothpaste Forever. You have been asked to make recommendations as how to advertise this product. Discuss the situation together, and decide:
l what is the target market
l what media the company can choose in order to advertise this product
为产品做广告
你们的公司刚开发了一种新的豪华牙膏---“恒久”牌。请你们就如何为该产品做广告宣传提出建议。讨论并决定：
l 该产品的目标市场是什么
l 公司可以选择什么媒体为该产品进行广告宣传
A： Although our forever toothpaste is of high quality and of different flavors, it is much more expensive than ordinary toothpastes, I think the advertising should aim at fashionable people.
B： I agree, those low-income families would not pay a lot for a luxury toothpaste.
A： it seems we hold the same opinion as to what the target market for the toothpaste should be. Now let’s consider media selection. Should we choose television advertising?
B: I think we can advertise on television. Although advertising is incredibly expensive, many young people watch a lot of television, so television advertising can target our target market.
A: What about fashion magazines? They can reach directly to our target customers and an ad in a fashion magazine is not so expensive as television advertising.
B: It is worth considering. We should also advertise our product in a fashion magazine.
A: Are there any other media that we could place our ad with?
B: Yes, fashionable people often read Sunday newspapers, so an ad in a national Sunday newspaper will be effective for advertising our product.
A: What about the Internet?
B: Net ads are found to be annoying by many people.
A: But they will be effective to reach young fashionable people. And it’s cost-effective.
B: All right, we’ll place an ad on television, in a fashion magazine, a national Sunday newspaper and on the Internet.
A: 虽然我们的久远牌牙膏具有高质量和与众不同的香型，但是它的价格比普通牙膏高很多，我认为广告应该针对时尚人群。
B： 我同意。那些低收入的家庭将不会花很多钱来购买这种奢侈牙膏。
A：看起来我们应该持有相同观点关于牙膏应该有什么样的目标市场。现在，让我们考虑一下媒体的选择。我们应该选择电视广告么?
B：我认为我们应该在电视上做广告。虽然广告非常昂贵，许多年轻的消费者看电视，因此电视广告可以面向目标市场。
A：时尚杂志怎么样呢?他们可以直接针对我们的目标客户而且时尚杂志上的广告不像电视广告那么昂贵。
B：这值得考虑，我们也应该在时尚杂志上为我们的产品做广告。
A：还有其他媒体可以供我们做广告么?
B：是的，时尚人士经常阅读“周日”报纸，因此在国内的“周日”报纸上做广告将对宣传我们的产品很有效。
A：网络怎么样呢?
B：许多消费者认为网络广告很令人气恼。
A：但是他们将有效的囊括年轻时尚人士，而且这是很划算的。
B：好的，我们将在电视机、时尚杂志、国内“周日”报纸和网络上做广告。
(1) What do you think are the major drawbacks of television advertising?
你认为电视广告的主要缺点是什么?
The major drawbacks of TV advertising are the high cost and the difficulty in determining the audience that actually sees the commercials.
(2) Do you think direct mail targets customers well?(Why?/Why not?)
你认为直接邮寄广告能够有效针对目标客户吗?(为什么?)
Yes, because direct mail advertisers can get the mailing list of the target market either by developing or buying it.
(3) What do you think are the advantages of magazine advertising?
你认为杂志广告的益处有哪些?
Magazines offer high-quality color reproduction, which is a valuable asset in promoting products. Magazines provide a more permanent message than do the other media, since subscribers often keep their favorites in their homes or workplaces for weeks or months and pass them along to friends.
(4) Do you think outdoor displays useful in promoting products? (Why?/ Why not?)
你认为户外广告是有效的产品促销方式吗?(为什么?)
I think they are useful especially in high traffic areas, because they can catch passersby’s attention.
(5) What do you think are the advantages/disadvantages of radio advertising?
你认为收音机广告的好处和弊端有哪些?
Radio advertising is inexpensive and can easily pinpoint target audience. But it can’t last for long time, and messages are limited because radio relies only on the sense of hearing.
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