外贸口语一点通第175期:广告营销之巧问巧答

 　　How about the TV advertisement?

　　做电视广告怎么样啊？

　　I admit that it will leave a deep impression on the audience's mind, but it's too expensive to make TV commercials.

　　我知道电视广告会给观众留下深刻的印象，但是电视广告太贵了。

　　TV commercials are fascinating and attractive. The repetition of commercials will help make our products well-known and build strong brand positions.

　　电视广告是很生动的和吸引人的。电视广告的不断播放将会扩大我们产品的知名度，并能奠定我们的品牌地位。

　　That's true. I suppose we produce alternative ads that are pre-tested in different kinds of media before a final choices is made.

　　不错。我认为我们在作出最后的选择之前应先设计不同的广告在不同的大众媒体上测试效果。

　　A good idea.

　　不错的想法。

　　I suppose we have an advertisement agent.

　　我认为该找一家广告代理公司了。

　　An advertisement agency? Is it very expensive?

　　广告代理公司？花费很高吗？

　　Well, if you like to, let's go.

　　好吧，如果你一定要去，我们就去找一家吧。

　　I‘ll think about your suggestion, and discuss it with the sales department

　　我会考虑考虑您的建议，和销售部讨论一下。

　　Of course. We want to use the right media mix to reach our target market.

　　当然，我们想要使用正确的媒体组合来达到市场目标。

　　That would not be correct for a manufacturer like you. Leave that to the retailers¹.

　　对于像你们这样的制作上来说，那并不是正取的做法，把这种方法留给零售商吧。

　　Good point. Please prepare a more detailed² proposal, and then I'll pitch it to the higher-ups.

　　说的没错，请准备一份更详细的提案，我会把它推荐给高阶主管。

　　How much dose it cost if I want to have an advertisement in a magazine?

　　在杂志上做好的广告需要花多少费用？

　　That depends on the kind of ads you want to have, for example whether you want to have an ad with colorful pictures or not. Normally, ads in black and white are cheaper.

　　这要取决于做彩色的还是黑白广告。黑白广告比彩色广告费用上要低得多。

　　No, I think we should have advertisement on TV.

　　不，我认为我们还是应该做电视广告。

　　That's too expensive. Do you think we can afford it?

　　费用太贵了，您认为我们能搞得起这类宣传吗？

　　Well, at least we should have a try.

　　好的，至少我们应该试一下。

　　We'll get started right away.

　　我们马上准备。

　　1. leave a deep impression 留下深刻印象

　　In our shop the attitude of Being meticulous³ and considerate in service will leave a deep impression on you.

　　本店细致周到的服务态度，定会给您留下深刻的印象。

　　Lopez had not yet 1 minute game, but he aspires⁴ to be the defensive⁵ players, or coach to leave a deep impression, in addition, he is also very comprehensive attack.

　　洛佩兹还没打过1分钟比赛，但他渴望成为防守悍将的态度，还是给教练留下了深刻的印象，除此之外，他在进攻中也非常全面。

　　Although at first Japan didn't leave a deep impression on me I was gradually attracted by its culture and decided⁶ to stay there for another two months after graduation.

　　尽管一开始日本没有给我留下深刻印象，但渐渐地我被其文化吸引，决定毕业后再待两个月。

　　2. well-known adj. 著名的；众所周知的；清楚明白的

　　The well-known professor espies⁷ the smallest slip I make.

　　我一有哪怕最小的差错，那位著名的教授都能看出来。

　　Whatever the status of this incident the facts of the study are well-known.

　　无论这次事件的情形如何，这项研究的细节是众所周知的。

　　One well-known method is the entrance and exit criteria⁸ of each iteration or milestone⁹ in your development lifecycle.

　　一个众所周知的方法是在您的开发生命周期中的每个迭代或里程碑的入口和出口标准。

　　3. good point 问得好，说得好；好点；好主意

　　He brought up the very good point.

　　他提出了相当好的一个观点。

　　The good point is that the irony¹⁰ fully¹¹ reflected.

　　好的地方是反讽完全出来了。

　　Good point. How much does a new cello¹² cost? Ten? Fifteen pounds? I don't know. Let's say… fifteen. No? Alright. Up to you.

　　倒也是。一个新的大提琴要多少钱？十磅还是十五英镑的？我也不知道，要不就……十五英镑吧。不够？好吧， 你说了算。

1 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

2 detailed   

adj.详细的，详尽的，极注意细节的，完全的

参考例句：

• He had made a detailed study of the terrain.他对地形作了缜密的研究。
• A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。

3 meticulous   

adj.极其仔细的，一丝不苟的

参考例句：

• We'll have to handle the matter with meticulous care.这事一点不能含糊。
• She is meticulous in her presentation of facts.她介绍事实十分详细。

4 aspires   

v.渴望，追求( aspire的第三人称单数 )

参考例句：

• The fame to which he aspires was beyond his reach. 他追求的名誉乃是他所不能及的。 来自《简明英汉词典》
• An old steed in the stable still aspires to gallop a thousand li. 老骥伏枥，志在千里。 来自《简明英汉词典》

5 defensive   

adj.防御的；防卫的；防守的

参考例句：

• Their questions about the money put her on the defensive.他们问到钱的问题，使她警觉起来。
• The Government hastily organized defensive measures against the raids.政府急忙布置了防卫措施抵御空袭。

6 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

7 espies   

v.看到( espy的第三人称单数 )

参考例句：

• The well-known professor espies the smallest slip I make. 我一有哪怕最小的差错，那位著名的教授都能看出来。 来自辞典例句

8 criteria   

n.标准

参考例句：

• The main criterion is value for money.主要的标准是钱要用得划算。
• There are strict criteria for inclusion in the competition.参赛的标准很严格。

9 milestone   

n.里程碑；划时代的事件

参考例句：

• The film proved to be a milestone in the history of cinema.事实证明这部影片是电影史上的一个里程碑。
• I think this is a very important milestone in the relations between our two countries.我认为这是我们两国关系中一个十分重要的里程碑。

10 irony   

n.反语，冷嘲；具有讽刺意味的事，嘲弄

参考例句：

• She said to him with slight irony.她略带嘲讽地对他说。
• In her voice we could sense a certain tinge of irony.从她的声音里我们可以感到某种讥讽的意味。

11 fully   

adv.完全地，全部地，彻底地；充分地

参考例句：

• The doctor asked me to breathe in,then to breathe out fully.医生让我先吸气，然后全部呼出。
• They soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。

12 cello   

n.大提琴

参考例句：

• The cello is a member of the violin family.大提琴是提琴家族的一员。
• She plays a melodious cello.她拉着一手悦耳的大提琴。