商务英语敲门砖第12期:广告准备

A:we want to achieve the market goal with the right media.

B:Certainly. We've done some tactical planning already. We think we've come up with a good plan.

A:What media do you.plan to use?

B:Well, taking into account the image you want to project, we've asked our copywriters to prepare copy for computer magazines and the Internet first.

A:So that way, our advertising dollars would be focused on people we know are computer users.

B:Yes. We'll also run billboard and newspaper ads to help create broad brand recognition.

A:Will there be any direct mail?

B:No. That would not be correct for a manufacturer like you. Leave that to the retailers.

A:Good point. Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.

B:Great. We'll get started right away.

我们想要使用正确的行销媒体来达到市场目标.
当然.我们已经完成一些战略计划.我们认为我们已经提出一项不错的计划.
你们准备使用何种媒体?
考虑到你们想要展现的形象,我们已要求撰写文案的同事准备好计算机杂志稿及网际网络用稿.
这样一来,我们的广告花费就会针对如我们所知的计算机使用者身上.
是的.我们还同时刊登广告看板及报纸广告来帮助创立明显的品牌识别.
会有任何广告邮件吗?
没有.对像你们这样的制造商来说,那并不是正确的作法,把这种方式留给零售商吧.
说得没错.请准备一份更详细的提案,然后我会把它推销给高阶主管.
太好了.我们马上准备.

take account of something;take something into account: to consider particular facts, circumstances, etc. when making a decision about something 考虑到;顾及

The company takes account of environmental issues wherever possible. 只要有可能,这家公司总是尽量考虑到环境问题.

Coursework is taken into account as well as exam results. 除考试结果外,课程作业也要计入成绩.

The defendant asked for a number of other offences to be taken into account. 被告要求考虑其他一些罪行.

Project: to present somebody/something/yourself to other people in a particular way, especially one that gives a good impression 展现;表现;确立(好印象) VN ~ (yourself)

They sought advice on how to project a more positive image of their company. 他们就如何加强树立公司的形象征询意见.

She projects an air of calm self-confidence. 她表现出镇定自若的神态.

He projected himself as a man worth listening to. 他装成很有见地的样子.

Brand recognition: 品牌认同,品牌认知,品牌识别

Will there be any direct mail?

'direct mail'就是"直接邮寄的广告"的意思. Advertisements that are sent to people through the post/mail.

Please prepare a more detailed proposal, and then I'll pitch it to the higher-ups.

Pitch: to try to persuade somebody to buy something, to give you something or to make a business deal with you 推销;争取支持(或生意等) ~ (for sth)

Representatives went to Japan to pitch the company's newest products. 销售代表前往日本推销本公司的最新产品.

We were pitching against a much larger company for the contract. 我们在与一家比我们大得多的公司竞争这项合同.

'higher-up'就是上级,大人物的意思. A higher-up is an important person who has a lot of authority and influence.