外贸口语一点通第178期:广告营销之媒体组合

 　　The right media mix 媒体组合

　　A:We've done some tactical planning already. Our main goal is to establish brand awareness¹ among our target audience. We think we've come up with a good plan.

　　我们已经完成一些战略计划，我们的主要目标是在目标顾客中建立起品牌知名度，我们认为我们已经提出一项不错的计划。

　　B:What media do you plan to use?

　　你们打算用什么媒体？

　　A:We want to use the right media mix to reach our target market, for example, TV and magazine advertisement. Both are attached with some coupons³ and these are some slight differences between them.

　　我们打算使用正确的媒体组合来达到市场目标，例如采用电视和杂志广告。两种广告都附有优惠券，两份优惠券略有不同。

　　B:Why?

　　为什么？

　　A:As we are investigating both the two advertisements.

　　因为我们对这两种广告都作跟踪调查。

　　B:I can't catch you.

　　我听不明白了。

　　A:What I mean is there are some special marks in the two copies of coupon² and so we may know which ad has a better effect!

　　我的意思是我们在这两份优惠券上设有的特别的数字记号，这样就能看出哪份广告反响更强。

　　B:Excellent.

　　棒极了。

　　A:Then we can decide which one we should choose and as a result we can save some money on the ad.

　　那么我们就能决定以后使用哪种广告，免得浪费了广告费。

　　1.come up with something 找到或提出（答案、办法等）

　　She came up with a new idea for increasing sales.

　　她想出了增加销售量的新主意。

　　But how do you come up with the architecture for this evolutionary⁴ prototype?

　　但是你将如何为这个进化的原型提出系统的架构呢？

　　2.be attached with 附上

　　Batteries should ALWAYS be attached with velcro - makes recharging easy.

　　电池应该始终使用尼龙搭扣来连接——使得充电很方便。

　　Robustness⁵, sustainability and balance in growth are equally important, and should be attached with high importance.

　　强劲、可持续和平衡增长三者同等重要，都须得到高度重视。

　　3.as a result 结果

　　The plan foundered⁶ as a result of lack of finance.

　　这个计划由于缺乏资金而失败。

　　Some of you carry great guilt⁷ to this day as a result of this work.

　　你们当中有些人就携带那项工作结果的巨大罪疚直到今天 。

　　All singers kept together. As a result, their performance was successful.

　　所有的歌手协调一致，结果他们的演出非常成功。

1 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。

2 coupon   

n.息票，配给票，附单

参考例句：

• The coupon can be used once only.此优惠券只限使用一次。
• I have a coupon for ten pence off a packet of soap.我有一张优惠券买一盒肥皂可以便宜十便士。

3 coupons   

n.礼券( coupon的名词复数 )；优惠券；订货单；参赛表

参考例句：

• The company gives away free coupons for drinks or other items. 公司为饮料或其它项目发放免费赠券。 来自辞典例句
• Do you have any coupons? 你们有优惠卡吗？ 来自英汉 - 翻译样例 - 口语

4 evolutionary   

adj.进化的；演化的，演变的；[生]进化论的

参考例句：

• Life has its own evolutionary process.生命有其自身的进化过程。
• These are fascinating questions to be resolved by the evolutionary studies of plants.这些十分吸引人的问题将在研究植物进化过程中得以解决。

5 robustness   

坚固性，健壮性；鲁棒性

参考例句：

• There were other reasons for concern about the robustness of an economic recovery. 人们还有其他一些原因对经济恢复的健全程度表示关心。 来自英汉非文学 - 政府文件
• Robustness analysis attracts more and more attention in these years. 鲁棒性分析是近几年学术界较为关注的问题。 来自互联网

6 foundered   

v.创始人( founder的过去式和过去分词 )

参考例句：

• Three ships foundered in heavy seas. 三艘船在波涛汹涌的海面上沉没了。 来自辞典例句
• The project foundered as a result of lack of finance. 该项目因缺乏资金而告吹。 来自辞典例句

7 guilt   

n.犯罪；内疚；过失，罪责

参考例句：

• She tried to cover up her guilt by lying.她企图用谎言掩饰自己的罪行。
• Don't lay a guilt trip on your child about schoolwork.别因为功课责备孩子而使他觉得很内疚。