調(diào)查報(bào)告 Presenting an Advertising Plan

音頻試聽(tīng)：

英文正文

I'm here today to present my research about the advertising campaign for the Kitchen Master microwave oven. Since this is a new product, our main goal is to establish brand awareness among our target audience, which is working women, aged 25 to 40.

According to my figures, of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan. And a full 80% said they watch at least one hour of television each night.

If you'll take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements. I suggest 60% of the budget go toward spot ads, 35% toward print ads, and 5% toward outdoor advertising. 　

To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen the chance of failure.

好了，接下來(lái)就是答題時(shí)間，請(qǐng)將文中劃線的句子翻譯成中文。?

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句型總結(jié)

●　 廣告的目標(biāo)
1. Our main goal is to establish brand awareness among our target audience.
2. Our main purpose is to establish brand awareness among our target audience.
3. The main objective is to establish brand awareness among our target audience.

本段的關(guān)鍵在于清楚地表明公司的目標(biāo)，同時(shí)下文即可循著這個(gè)主題發(fā)展。"main goal", "main purpose", "main objective",都是指‘主要的目標(biāo)'。

●　 調(diào)查的數(shù)據(jù)
1. According to my figures, of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan.
2. The numbers we have show that of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan.
3. As the facts prove, of the working women who responded to our poll, 50% read one of Taiwan's top-five selling women's magazines.

說(shuō)明調(diào)查的結(jié)果，并作為下文結(jié)論的根據(jù)。關(guān)鍵詞為"figures"、"numbers"和"facts"等。

●　 依調(diào)查判斷
1. If you'll take a look at this chart, the best media mix, then, would be a combination of TV and magazine ads.
2. By looking at the chart you can see that the best media mix would be a combination of TV and magazine ads.
3. As you can tell by the chart, the best media mix would be a combination of TV and magazine ads.

根據(jù)調(diào)查結(jié)果提出方案時(shí)，通常會(huì)以圖表作解釋。請(qǐng)與會(huì)者看圖表時(shí)可使用"if"句型，但它不是假設(shè)語(yǔ)氣，而是一種客氣的說(shuō)法。

●　 下結(jié)論
1. To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble.
2. In summary, even though we have defined our target audience, introducing a new product is always a gamble.
3. I've shown you how to reach our target audience, yet I also think introducing a new product is always a gamble.

在最后一段可略述個(gè)人對(duì)此活動(dòng)的觀感，并簡(jiǎn)單扼要的下結(jié)論。"to conclude"，"in summary"或"I think"都是做結(jié)論的實(shí)用詞匯。

結(jié)構(gòu)分析

這次演講實(shí)質(zhì)上是個(gè)報(bào)告，因此只要針對(duì)研究的結(jié)果，有條理地?cái)⑹龀鰜?lái)即可。

1. 廣告目標(biāo)
點(diǎn)出這次廣告媒體效益調(diào)查的目標(biāo)。

2. 調(diào)查數(shù)據(jù)
提出調(diào)查所得的事實(shí)與數(shù)據(jù)。

3. 做出決定
向大家報(bào)告根據(jù)上述的事實(shí)所做的決定。

4. 總結(jié)報(bào)告
做總結(jié)，推測(cè)目前的行事態(tài)度或方針。