Part I
Professor: Let's get started. Um, last time we were talking about the need for advertising. Now, let's look at how you can successfully call attention to the service or product you want to sell. To succeed, you’ve got to develop a systematicapproach. 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.
But what does a systematic advertising plan look like? Well, it covers what we call–the ‘Four Ms’. The ‘Four Ms’: Market, Media, Money, Message. All are important areas to focus on when creating your advertising plan. We will look at them one by one.
如果你没有一个系统，一个计划，你就有可能做出浪费金钱的决定，甚至可能会赶走潜在客户。
1. systematic|ˌsɪstəˈmætɪk|
adj. done according to a system or plan, in a thorough, efficient or determined way 成体系的；系统的；有条理的；有计划有步骤的
E.g.: a systematic attempt to destroy the organization
力图摧毁那个组织的有计划有步骤的行动
2. approach|əˈproʊtʃ|
noun. a way of dealing with sb/sth; a way of doing or thinking about sth such as a problem or a task（待人接物或思考问题的）方式，方法，态度
E.g.: She took the wrong approach in her dealings with them.
她用错误的手段和他们打交道。
3. cover |ˈkʌvə(r)|
verb. to include sth; to deal with sth 包括；包含；涉及；处理
E.g.: The survey covers all aspects of the business.
调查包括这家企业的各个方面。
Part II
The First step is to look at your market, that’s the people who might become customers, buyers of your service or product. You need to know all about your possible customers: Who are they? What age group are they? What do they like, or dislike? How do they shop? So, you got that? A market is a group of potential customers.
Next, Media. Obviously, the major media are television, radio, newspapers, magazines, um, the billboards, and so forth. They are all avenues of communication. And you need to figure out: which media you should advertise through? Which media will reach your intended audience, your market? So, you do research, trying to determine which media will reach the most potential customers for the lowest cost.
因此，你要做研究，试图确定哪些媒体可以花最低的成本就可以吸引到最多的潜在客户。
1. billboard |ˈbɪlbɔːrd|
noun. a billboard is a very large board on which posters are displayed 广告牌；布告栏；招贴板
E.g.: The billboard fell to the ground and luckily, no one was hurt.
广告牌砸倒在地,幸运的是无一人受伤。
2. avenue |ˈævənju:|
noun. a choice or way of making progress towards sth 选择；途径；手段
E.g.: We will explore every avenue until we find an answer.
我们要探索一切途径，直到找到答案为止。
3. intended |ɪnˈtendɪd|
adj. you use intended to describe the thing you are trying to achieve or person you are trying to affect 打算中的;预期的;预定的
E.g.: The intended target had been a military building.
原定目标是一座军事大楼。
Part III
For instance, if you have a product, that we'll say teachers would like, then teachers are your market. So you ask yourself: What magazines do the majority of teachers read? What TV programs do teachers watch? Do teachers listen to much radio? At what times of the day?
Say, now your research turns up two magazines that teachers read. And it also shows that the majority of teachers, say ages twenty to thirty, read the magazine about classroom activities, while most teachers older than that read the other magazine, the one about, oh, let’s say, ‘Educational Psychology’. You think your product will appeal most to teachers ages twenty to thirty, so you decide to put your advertisement in their favorite magazine, the one about classroom activities.
You don't waste money advertising in the ‘Educational Psychology’ magazine, you know the one that the younger teachers generally don't read. And since you’re reaching the majority of the teachers in your target age group, you’re probably spending your money well, which brings us to the third M–Money. You have an advertising budget to spend, but how do you spend it wisely. Again, research is the key.
它还表明大部分老师，比如20到30岁的老师，会阅读有关课堂活动的杂志；而很多比这个年龄大的教师则会读另一本杂志，比方说《教育心理学》。
1. say|seɪ|
verb. to suggest or give sth as an example or a possibility 比方说；假设
E.g.: Say you lose your job: what would you do then?
假设你把工作丢了，那你怎么办呢？
2. turn up
to find sth 找到；发现
E.g.: She smiled, swirling the wine in her glass.
我们辛辛苦苦跟踪他，却无功而返。
3. appeal |əˈpi:l|
verb. to attract or interest sb 有吸引力；有感染力；引起兴趣
E.g.: The design has to appeal to all ages and social groups.
设计得要雅俗共赏，老幼皆宜。
4. budget |ˈbʌdʒɪt|
noun. the money that is available to a person or an organization and a plan of how it will be spent over a period of time 预算
E.g.: The work was finished on time and within budget .
工作按时完成且未超出预算。
Part IV
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. But also: When to advertise? Or…or how to get the best rates? 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.
Now, in theory, that would seem a great time to advertise, but may be 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. In that case, advertising during a different season of the year might give you better results. And, um, may be it even lower non-holiday rates. So you actually save money. 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.
比方说，你可能正在为运动器材做广告，但你做广告的大部分预算都花在了人们为彼此购买礼物的节日期间。
1. rate |reɪt|
noun. a fixed amount of money that is charged or paid for sth 价格；费用
E.g.: We offer special reduced rates for students.
我们对学生有特惠价格。
2. get your money's worth
if you get your money's worth, you get something which is worth the money that it costs or the effort you have put in 钱花得值;物有所值；没白忙活
E.g.: The fans get their money's worth.
粉丝们的钱没白花。
Part V
OK, finally, there is your message: What you want to say about your product? Why buying it will make the customer’s life easier, or safer or better somehow. Whatever the message is, make sure you get it right.
Let me give you an example of not getting it right, ha...you are gonna love this one: There was this Soup Shop. The soup was really tasty, but there weren't a lot of customers. The owner thought that may be if they give something away for free with each purchase, then more people would come buy soup. So they got some cheap socks, and they advertise to give a pair away with each bowl of soup.
But, then even fewer people came to the restaurant. Well, you can imagine why. People started to associate the soup with feet; they began to imagine the soup smelled like feet. The advertising massage, “soup means free socks”, was a bad choice; it was a waste of money. And worse, it caused the loss of customers.
Now, I want everyone to get into small groups and come up with some examples, not of good advertising messages, but of truly disastrousones. Think of real examples or make some up, and talk about the reasons those messages are unsuccessful. And then we’ll get back together and share.
为什么购买它会让客户的生活更轻松、更安全或更好。
1. purchase|ˈpɜ:rtʃəs|
noun. the act or process of buying sth 购买；采购
E.g.: Keep your receipt as proof of purchase.
保存好收据作为购货凭证。
2. bowl 碗, plate 盘, pot 锅, pan 平底锅, jar 罐
3. associate |əˈsəʊʃieɪt|
verb. to make a connection between people or things in your mind 联想；联系
E.g.: I always associate the smell of baking with my childhood.
一闻到烘烤食物的味道我就想起了童年。
4. disastrous |dɪˈzɑ:strəs|
adj. very bad, harmful or unsuccessful 极糟糕的；灾难性的；完全失败的
E.g.: Lowering interest rates could have disastrous consequences for the economy.
降低利率可能给经济带来灾难性后果。
5. make sth up
to invent a story, etc., especially in order to trick or entertain sb 编造（故事、谎言等）
E.g.: He made up some excuse about his daughter being sick.
他编了个借口，说他的女儿病了。
