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2 What do you want your ad campaign to say?
2 你想要你的廣告計劃傳達什么信息？
After you have decided who your audience is, it is time to decide what you want the audience to know or think about.
在確定了受眾之后，就該確定你想要他們了解或者思考什么。
It is important to always try to appeal to the audience in order to get them to react in a certain way.
為了讓受眾產生預期反應，努力去吸引他們是很重要的。
You can gather this information from your research.
你可以在調研中收集這些信息。
When planning a public welfare campaign, you may want to ask yourself:
在計劃一個公眾福利的廣告計劃時，你可能應該問自己：
What does my audience already know about this problem?
關于這個問題，我的受眾已經了解了哪些信息？
What aspecs of this problem would they care about or be concerned with?
他們會在哪些方面關心或者參與這個問題？
Is there some history behind the problem that they would be interested in?
這個問題背后有沒有什么事情是他們感興趣的？
How does the problem personally affect their lives?
這個問題如何直接影響他們的生活？
3 How do you reach your audience?
3 你怎樣影響受眾？
There are lots of different ways to get your message across when you are putting together an ad campaign.
當組織一場廣告宣傳活動時，有許多不同的方式可用來傳遞信息。
You must decide what approach you want to use.
你必須確定自己應該用哪種方法。
This decision should depend mainly on your target audience and which kinds of ads reach that group best.
你的選擇應該主要取決于你的目標受眾，以及哪種類型的廣告最能打動那個群體。
