評(píng)論
打印
Narrator:Listen to part of a lecture in a Business Class.
獨(dú)白:聽下面一段關(guān)于商學(xué)的講座。
Professor:Let's get started.
教授:我們開始上課。
Um, last time we were talking about the need for advertising.
上次我們討論了廣告的必要性。
Now, let's look at how you can successfully call attention to the service or product you want to sell.
現(xiàn)在我們看看如何成功為你想賣出的服務(wù)或商品吸引注意力。
To succeed, you've got to develop a systematic approach.
想要成功做到這點(diǎn)，你需要發(fā)展出一套系統(tǒng)。
If you don't come up with a system, um, a plan, you risk making decisions that waste money, or even drive away potential customers.
如果你不指定出一個(gè)系統(tǒng)，嗯，一個(gè)計(jì)劃，你就可能承擔(dān)壞決定所產(chǎn)生的資金流失和失去客戶的風(fēng)險(xiǎn)。
But what does a systematic advertising plan look like?
但一個(gè)系統(tǒng)的廣告策劃是怎樣的呢？
Well, it covers what we call-the 'Four Ms'.
它包括我們所謂的 4M。
The 'Four Ms':Market, Media, Money, Message.
具體而言就是市場(chǎng)，媒體，資金，訊息。
All are important areas to focus on when creating your advertising plan.
所有這些都是我們創(chuàng)造一個(gè)廣告策劃的重點(diǎn)。
We will look at them one by one.
我們一個(gè)一個(gè)看。
The First step is to look at your Market, that's the people who might become customers, buyers of your service or product.
第一個(gè)是市場(chǎng)。這是指將來(lái)有可能成為你的客戶，你產(chǎn)品或服務(wù)的消費(fèi)者。
You need to know all about your possible customers:Who are they？
你需要知道關(guān)于你潛在客戶的一切:他們是誰(shuí)？
What age group are they?
他們處于什么社會(huì)群體？
What do they like, or dislike? How do they shop?
他們喜歡和不喜歡什么？消費(fèi)習(xí)慣如何？
So, you got that? A market is a group of potential customers.
這樣，你學(xué)到了什么？市場(chǎng)就是一群潛在的消費(fèi)者。
Next, Media.
下一個(gè)是媒體。
Obviously the major media are television, radio, newspapers, magazines, um, billboards, and so forth.
很顯然主要的媒體是電視、廣播、報(bào)紙、雜志、廣告牌等等。
There are all avenues of communication.
傳播的渠道多種多樣，
And you need to figure out:Which media you should advertise through?
而你需要想到:我應(yīng)該通過(guò)哪種媒體來(lái)做廣告？
Which media will reach your intended audience-your market?
哪種媒體可以觸及到你的觀眾，你的市場(chǎng)？
So, you do research, trying to determine which media will reach the most potential customers for the lowest cost.
所以，你要做調(diào)查,試著確定哪種媒體能以最低的成本觸及到最多的客戶。
For instance, if you have a product, that we'll say teachers would like, then teachers are your market.
比如說(shuō)，如果你有一個(gè)產(chǎn)品，我們假設(shè)老師們喜歡它，那你的市場(chǎng)就是老師。
So you ask yourself:What magazines do the majority of teachers read?
那么問(wèn)問(wèn)你自己:老師主要閱讀什么雜志？
What TV programs do teachers watch?
看什么電視？
Do teachers listen to much radio?
老師們聽廣播嗎？
At what times of the day?
什么時(shí)候聽？
Say, now your research turns up two magazines that teachers read.
假設(shè)你的調(diào)查顯示有兩個(gè)雜志老師喜歡讀。
And it also shows that the majority of teachers - say ages twenty to thirty - read the magazine about classroom activities.
它還顯示大多數(shù)老師，年齡在二十到三十歲之間，讀跟課堂活動(dòng)有關(guān)的雜志，
While most teachers older than that read the other magazine, the one about, oh, let's say-'Educational Psychology'.
而絕大多數(shù)年齡稍大的老師讀另外一個(gè)，假設(shè)叫做“教育心理學(xué)”的雜志。
You think your product will appeal most to teachers aged twenty to thirty, so you decide to put your advertisement in their favor magazine, the one about classroom activities.
你覺(jué)得你的產(chǎn)品會(huì)更吸引二十到三十歲之間的老師，所以你覺(jué)得講廣告投放到他們最喜歡雜志上，關(guān)于課堂活動(dòng)的那本。
You don't waste money advertising in the 'Educational Psychology' magazine, you know the one that the younger teachers generally don't read.
你就不用花費(fèi)資金在“教育心理學(xué)”，一個(gè)年輕老師都不讀的雜志上了。
And since you're reaching the majority of the teachers in your target age group, you're probably spending your money well, which bring us to the third M-Money.
而且因?yàn)槟阌|及了大多數(shù)的老師，也就是你的客戶，你的錢花得恰到好處，這就引出了第三個(gè) M，資金。
You have an advertising budget to spend, but how do you to spend it wisely.
你有一個(gè)資金預(yù)算，但要明智地使用它。
Again, research is the key.
這里需要再次強(qiáng)調(diào)，調(diào)查是關(guān)鍵。
Good research gives you facts, facts that can help you decide, well, as we already mentioned, decide the right market to target, and the best media to use.
好的調(diào)查會(huì)告訴你事實(shí)，事實(shí)會(huì)幫助你做決定。想我之前提到過(guò)的，決定你要針對(duì)的最佳市場(chǎng)，你要使用的最佳媒介。
But also:When to advertise? or…or how to get the best rates?
但同時(shí):什么時(shí)候打廣告？或者如何到大最好的收益率？
Like, may be you're advertising Sport equipment, and you have been spending most of your budget during the holiday season when people buy gifts for each other.
比如說(shuō)，你要給體育用品做廣告，你花了大部分的預(yù)算在節(jié)假日期間，因?yàn)槔碚撋现v，那時(shí)候人們都在為對(duì)方購(gòu)買禮品。
Now, in theory, that would seem a great time to advertise, but may be a research shows you're wrong, that the customers who buy sports equipment tend not to give it as a holiday gift, but want to use it themselves.
可是也許你的調(diào)查顯示你想的不對(duì)，購(gòu)買體育用品的客戶并不是拿來(lái)送人，而是留著自己使用。
In that case, advertising during a different season of the year might give you better results.
這種情況下，在一年的其他季節(jié)做廣告可能會(huì)得到更好的結(jié)果。
And, um, may be it even lower, non-holiday rates, so you actually save money.
有可能投放的成本反而低，這樣你其實(shí)省了一筆錢。
But you need to get the facts; facts that come from good research to be certain and know for sure that you're getting your money's worth.
但你需要的是來(lái)自有效調(diào)查的事實(shí)數(shù)據(jù)，這樣才能保證你的錢花得值。
OK, finally, there is your message:What you want to say about your product?
好的，最后，是要傳達(dá)的訊息。你希望對(duì)你的產(chǎn)品說(shuō)點(diǎn)什么？
Why buying it will make the customer's life easier, or safer or better somehow.
為什么消費(fèi)者買了它生活會(huì)更輕松，
Whatever the message is, make sure you get it right.
不管想要表達(dá)什么，你要確定你用了對(duì)的方法。
Let me give you an example of not getting it right,
讓我給舉一個(gè)反例，
Ha...ha...ha... you are going to love this one:
哈哈，你們會(huì)覺(jué)得很有趣:
There was this Soup Shop, the soup was really tasty, but there weren't a lot of customers.
有一個(gè)賣湯的店，湯很好喝，但顧客不多。
The owner thought that may be if they give something away for free with each purchase, then more people would come buy soup.
店主覺(jué)得應(yīng)該在每個(gè)客戶消費(fèi)的時(shí)候給一些贈(zèng)品，這樣就會(huì)生意興隆。
So they got some cheap socks, and they advertise to give a pair away with each bowl of soup.
所以他們買了一些便宜的襪子，然后做了廣告說(shuō)，每個(gè)人買一碗湯就送一雙襪子。
But, then even fewer people came to the restaurant. Well, you can imagine why.
但是來(lái)的人反而更少了。你能想象這是為什么。
People started to associate the soup with feet; they began to imagine the soup smelled like feet.
人們開始把湯和襪子聯(lián)系到一起，他們開始想象聞起來(lái)有腳臭味的湯。
The advertising massage, soup means free socks, was a bad choice; it was a waste of money.
湯意味著一雙免費(fèi)襪子，這個(gè)訊息不太好，完全是浪費(fèi)錢。
And worse, it caused the loss of customers.
更糟的是，它還引發(fā)了顧客的流失。
Now, I want everyone to get into small groups and come up with some examples, not of good advertising messages, but of truly disastrous ones.
現(xiàn)在，我希望所有人分成小組來(lái)給出一些例子，不是好的廣告的訊息，而是特別糟糕的那些。
Think of real examples and make them up, and talk about the reasons those messages are unsuccessful.
想一想那些真實(shí)的例子然后組織一下，談?wù)劄槭裁催@些訊息是不成功的，
And then we'll get back together and share.
然后大家一起分享一下。
