新東方商務(wù)口語[50]:討論廣告運(yùn)作
Mark: I think the most important thing now is to let people know the product exists rather than highlighting its specific benefits.
我認(rèn)為現(xiàn)在最重要的是讓人們知道產(chǎn)品的存在，而不是強(qiáng)調(diào)它的具體好處。
Roy: I agree somewhat Mark, but not completely. As long as we are spending money on advertising, we might as well put a few extra dollars into specifics.
我在某種程度上同意你的意見，Mark， 但不能說是完全同意。既然我們花錢做廣告，我們不妨在細(xì)節(jié)上也花些錢。
Mark: Our budget has been reduced from last quarter, we can’t afford any extra spending.
從上季度起，我們的預(yù)算金額就被消減了，我么負(fù)擔(dān)不起任何額外的開銷。
Roy: The way I see it , we can’t afford not to get into specifics. If all we do is let people know the name of our product. Our competitor can follow up with specifics and we will be dead . They will reap the benefits of our basic campaign by simply spending a few dollars on specifics. Do you see what I mean?
可是照我看來，我們負(fù)擔(dān)不起的恰恰是不進(jìn)入細(xì)節(jié)。如果我們僅僅讓市場知道我們產(chǎn)品的名稱，而競爭對(duì)手跟著做很細(xì)節(jié)的廣告，我們就死定了。他們只用花很少錢就可以掠奪我們前期的戰(zhàn)斗果實(shí)。你明白我的意思嗎?
Mark: I see. I guess from that perspective you’re right. We can’t afford not to spend the extra dollars, Let’s put together a proposal and present it to manager.
我明白。從那個(gè)角度看，你是對(duì)的。我們無法負(fù)擔(dān)不花這點(diǎn)額外錢的后果。我們先做一個(gè)計(jì)劃，提交給經(jīng)理。
Roy: Agreed. Maybe we should start with a general idea-a few slogans so they can choose the focus of the campaign.
同意。我們先設(shè)計(jì)出大體構(gòu)想-幾條標(biāo)語，他們可以從中選出廣告的重點(diǎn)。
Mark: It couldn’t hurt. Let’s kick around a few ideas.
可以。讓我們討論幾條想法吧。
