新东方商务口语[51]:为产品选择恰当的广告媒体

James: So what do you see as the most effective means of advertising¹? TV,  radio,  or print?
你认为最有效的广告媒体是什么？电视，广播还是印刷品？

Steve: That all depends on what you mean by “effective”. Do you mean reach the widest audience, or cost the least, or what?
这取决于你说的“有效”的含义。你的意思是获得最大的观众群还是投入最少，还是其他的意思？

James: I mean what gives us the most bang for the buck². Obviously TV will show our capabilities³ the best, but it is also expensive. I am concerned that if we use print media they can’t really see the quality. What do you think?
我的意思是什么途径我们所得的回报最多。显然，电视最能表现我们的实力，但很昂贵。我担心用印刷品，人们无法看见产品的质量。你认为呢？

Steve:  Well, first let’s both agree to ignore radio. Paul thinks we should use radio, as there is a large listening audience. But I say that in order to see the quality of our product, you really have to see it. Do you agree?
首先让我们都明确我们都排出广播。Paul 认为我们应该用广播，因为有很多听众。但我认为为了展示我们产品的质量，必须让人们看见它。你同意吗？

James: Agreed. So where do we go from here? TV  ?
是的。那我们要在哪做广告？电视上？

Steve: Actually, I think TV is good, but simply too expensive. Too much of our budget would be drained and not all that much sales revenue would be generated.
事实上，我认为电视很好，但是太昂贵了。我们的预算很快就会花光，而且不一定能带来好的销售量。

James：Ok，so do you have a better option? Like I said, print media won’t really show off our best digital features.
你有更好的主意吗？我说了，印刷产品不能展示产品最好的数码功能。

Steve: Ah, that’s where we disagree. I think we could reduce our print media focus to glossy⁴ magazines only. The cost would be lower than TV by far, but our features could still be seen.
这是我们两个意见不同的地方。我认为我们可以集中在印刷精美的高级杂志上作广告。投入比电视广告少的多，产品的特色还能被展现出来。

James: How many males 35 to 40 years old could we expect to reach?
预计能让多少35岁到40岁之间的男性消费者看到广告？

Steve: Surprisingly, our marketing⁵ surveys show about 53 million.
令人吃惊，市场调查表明有五千三百万。
 

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 buck   

n.雄鹿，雄兔；v.马离地跳跃

参考例句：

• The boy bent curiously to the skeleton of the buck.这个男孩好奇地弯下身去看鹿的骸骨。
• The female deer attracts the buck with high-pitched sounds.雌鹿以尖声吸引雄鹿。

3 capabilities   

n.能力( capability的名词复数 )；可能；容量；[复数]潜在能力

参考例句：

• He was somewhat pompous and had a high opinion of his own capabilities. 他有点自大，自视甚高。 来自辞典例句
• Some programmers use tabs to break complex product capabilities into smaller chunks. 一些程序员认为，标签可以将复杂的功能分为每个窗格一组简单的功能。 来自About Face 3交互设计精髓

4 glossy   

adj.平滑的；有光泽的

参考例句：

• I like these glossy spots.我喜欢这些闪闪发光的花点。
• She had glossy black hair.她长着乌黑发亮的头发。

5 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。