商務英語敲門磚第12期:廣告準備

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A:we want to achieve the market goal with the right media.

B:Certainly. We've done some tactical planning already. We think we've come up with a good plan.

A:What media do you plan to use?

B:Well, taking into account the image you want to project, we've asked our copywriters to prepare copy for computer magazines and the Internet first.

A:So that way, our advertising dollars would be focused on people we know are computer users.

B:Yes. We'll also run billboard and newspaper ads to help create broad brand recognition.

A:Will there be any direct mail?

B:No. That would not be correct for a manufacturer like you. Leave that to the retailers.

A:Good point. Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.

B:Great. We'll get started right away.

我們想要使用正確的行銷媒體來達到市場目標.
當然.我們已經完成一些戰略計劃.我們認爲我們已經提出一項不錯的計劃.
你們準備使用何種媒體?
考慮到你們想要展現的形象,我們已要求撰寫文案的同事準備好計算機雜誌稿及網際網絡用稿.
這樣一來,我們的廣告花費就會針對如我們所知的計算機使用者身上.
是的.我們還同時刊登廣告看板及報紙廣告來幫助創立明顯的品牌識別.
會有任何廣告郵件嗎?
沒有.對像你們這樣的製造商來說,那並不是正確的作法,把這種方式留給零售商吧.
說得沒錯.請準備一份更詳細的提案,然後我會把它推銷給高階主管.
太好了.我們馬上準備.

take account of something;take something into account: to consider particular facts, circumstances, etc. when making a decision about something 考慮到;顧及

The company takes account of environmental issues wherever possible. 只要有可能,這家公司總是儘量考慮到環境問題.

Coursework is taken into account as well as exam results. 除考試結果外,課程作業也要計入成績.

The defendant asked for a number of other offences to be taken into account. 被告要求考慮其他一些罪行.

Project: to present somebody/something/yourself to other people in a particular way, especially one that gives a good impression 展現;表現;確立(好印象) VN ~ (yourself)

They sought advice on how to project a more positive image of their company. 他們就如何加強樹立公司的形象徵詢意見.

She projects an air of calm self-confidence. 她表現出鎮定自若的神態.

He projected himself as a man worth listening to. 他裝成很有見地的樣子.

Brand recognition: 品牌認同,品牌認知,品牌識別

Will there be any direct mail?

'direct mail'就是"直接郵寄的廣告"的意思. Advertisements that are sent to people through the post/mail.

Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.

Pitch: to try to persuade somebody to buy something, to give you something or to make a business deal with you 推銷;爭取支持(或生意等) ~ (for sth)

Representatives went to Japan to pitch the company's newest products. 銷售代表前往日本推銷本公司的最新產品.

We were pitching against a much larger company for the contract. 我們在與一家比我們大得多的公司競爭這項合同.

'higher-up'就是上級,大人物的意思. A higher-up is an important person who has a lot of authority and influence.