商务英语第六单元听力原文

  • 格式:doc
  • 大小:26.50 KB
  • 文档页数:2

6 Advertising6.1 (I = Interviewer, JTW = Jeremy Thorpe Woods)I What are the key elements of a really good advertising campaign? JTW The most important thing nowadays is to be able to gain the consumer’s attention. It is much more difficult than it has be en in the past to get a share of their attention because there’s so much competition out there. So, campaigns have to cut through all the competition and the competitive clutter and they have to be able to involve their target audience. You have to have a very clear point of view, you have to be very single-minded in what you need to say, andI think, certainly in the UK, you have to be able to be entertainingand involving in getting your point across. That is generally the keyto a good advertising campaign. The other thing about a campaign isit demands consistency.6.2 (I = Interviewer, JTW = Jeremy Thorpe Woods)I Can you talk us through the typical planning and launch stages of a campaign?JTW Well, it starts way before you would ever see anything on television or hear it on the radio. The early stages are in discussion with your clients, where you are talking to them about the business objectivesfor their company and their brands. And in that process you would develop a marketing strategy. Once you’ve done that you then need to go and understand in some depth and detail your target audience. So, typically you would go through a research stage where you would observe them, get to know them through qualitative research and understand what motivates them, how they think and feel about the communication. Once that’s been done, you pull all those pieces together and develop a creative brief where you start talking to your creative partners about idea generation and then that would take twoto three weeks for them to come up with a communication idea,which you would then discuss with your client. But most importantly, you go back to your target audience and talk to them about the idea because it’s very rare that you will get it right first time. You then goa nd make the communication campaign. A thing that’s particularly important is that once you have your campaign in the market, is thatyou use further research to track how it’s working in a real sense, toget some feedback for the next stage of the development. So thatwould be a typical process and, to be honest, each campaign is different and sometimes you can shortcut those, sometimes you haveto do more.6.3Formal presentationCould I have your attention please? Good morning everyone. Onbehalf of mysel f and Focus Advertising, I’d like to welcome you. Myname’s Sven Larsen, I’m Commercial Director.This morning, I’d like to outline the campaign concept we’ve developed for you. I’ve divided my presentation into three parts. Firstly, I’ll give you the background to the campaign. Secondly, I’ll discuss the media we plan to use. Finally, I’ll talk you through the storyboard for the TV commercial. If you have any questions, please don’t hesitate to interrupt me.Informal presentationRight let’s get started. Hi everyone, I’m Dominique Lagrange. As you know, I’m Creative Director of DMK. Good to see you all. I’m going to tell you about the ideas we’ve come up with for the ad campaign. My talk is in three parts. I’ll start with the background to the campaign, move on to the media we plan to use, and finish with the storyboard for the commercial. If there’s anything you’re not clear about, go ahead and ask any questions you want.6.41 I wonder if any of you here know the answer to this question: What’s the most popular holiday destination in Europe for people under the age of twenty-five?2 When I was on holiday a few years ago in Greece, I remember talking to the owner of a taverna. He said to me that in twenty years’time, the little island where he lived would be a popular tourist resort.3 Let me start by giving you a statistic: ninety-two percent of all Americans do not possess a passport. Think about that, and consider the opportunity it presents to the travel industry.4 We’re facing a crisis with our market share. What are we going to do about it?5 Someone once said that ‘travel broadens the mind’. What I hope to do in this presentation is to demonstrate how to convince the next generation of travellers that this is still true.。