调查报告 Presenting an Advertising Plan  

　　奉了上司之命，Jennifer策划一项广告活动。广告促销的对销售业绩将有决定产的，这可份轻松的差事；在决定之后，该如何向上司说明，以的支持，则有赖做简报的技巧和。

　　英文正文

　　I'm here today to present my research about the advertising campaign for the Kitchen Master microwave oven. Since this is a new product, our main goal is to establish brand awareness among our target audience, which is working women, aged 25 to 40.
　　According to my figures, of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan. And a full 80% said they watch at least one hour of television each night.
　　If you'll take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements. I suggest 60% of the budget go toward spot ads, 35% toward print ads, and 5% toward outdoor advertising.
　　To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen the chance of failure.

　　中文翻译

　　我要向各位报告媒体调查结果是设计‘大厨师’广告所做的。‘大厨师’是新产品，的广告要在顾客，起品牌知名度也25岁至40岁的职业妇女。
　　我所得的数据，调查访问的职业妇女中，有百分之五十的人表示，会在台湾最畅销的五本妇女杂志中，选一本。而有整整百分之八十的受访者表示，她们每晚看小时的电视。
　　各位看一下这张图表，就可以知道，最好的媒体组合是，电视和杂志广告并用。我建议将预算的百分之六十拨给电视广告，百分之三十五给杂志，其余的百分之五做户外广告。
　　总结来说，即使的顾客已订得很清楚，但新产品上巿本来就像赌博，没人能有十成的把握。然而，媒体组合选用得当，自然会降低失败的机率。

　　短语解说

brand awareness 品牌知名度
这是个广告的专业用语，指消费者对某项产品的认识。"awareness"由"aware"而来，后者为形容词，有‘知晓；注意到’的意思。"brand"，‘牌子、商标’。
To increase brand awareness, we will have to advertise on TV to reach the largest possible audience.
知名度，打电视广告，尽让最广的观众看到的产品。

target audience 大众
每一项产品在制作广告之前，都会选定某一群人主要的诉求，这群人就称为该广告的‘大众’。大众决定之后，广告内容、媒体、甚至播出时段，才能随之选定。"target"，靶子、。
Our current ads are not reaching the target audience. We'll have to make some changes.
本公司的广告并对大众的力，得做些。

media mix 媒体组合
"media" 指将产品信息传达给大众的媒介，包括电视、广播、报纸、杂志等等。在为产品制作广告时，通常经由与调查，找出最大、最高的几种广告，使用。则不同媒体的组合使用即是"media mix"。
With the proper media mix, you can effectively reach your target audience.
媒体组合若选用得宜，你的广告便能地大众。

spot ad(s) 电视或收音机广告
这是美式口语的说法，"spot ad" 电视或广播节目中的广告，又可简称为"spot"。
Spot ads are the most expensive and usually the most effective.
电视和收音机广告的费用最贵，而通常也最大。

print ad(s) 平面广告
这词组直译‘印刷式的广告’，即纸面上的广告，主要是指报纸和杂志广告。
The designer's specialty is creating breathtaking print ads.
创作令人惊异的平面广告是这位设计师的专长。

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　　句型总结

●　 广告的
1. Our main goal is to establish brand awareness among our target audience.
2. Our main purpose is to establish brand awareness among our target audience.
3. The main objective is to establish brand awareness among our target audience.
本段的关键在于清楚地表明公司的，下文即可循着主题发展。"main goal", "main purpose", "main objective",指‘主要的’。

●　 调查的数据
1. According to my figures, of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan.
2. The numbers we have show that of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan.
3. As the facts prove, of the working women who responded to our poll, 50% read one of Taiwan's top-five selling women's magazines.
说明调查的结果，并下文结论的。关键词为"figures"、"numbers"和"facts"等。

●　 依调查判断
1. If you'll take a look at this chart, the best media mix, then, would be a combination of TV and magazine ads.
2. By looking at the chart you can see that the best media mix would be a combination of TV and magazine ads.
3. As you can tell by the chart, the best media mix would be a combination of TV and magazine ads.
调查结果方案时，通常会以图表作解释。请与会者看图表时可使用"if"句型，但它假设语气，而是客气的说法。

●　 下结论
1. To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble.
2. In summary, even though we have defined our target audience, introducing a new product is always a gamble.
3. I've shown you how to reach our target audience, yet I also think introducing a new product is always a gamble.
在最后一段可略述个人对此活动的观感，并简单扼要的下结论。"to conclude"，"in summary"或"I think"做结论的实用词汇。

　　结构分析

　　这次演讲实质上是个报告，只要的结果，有条理地叙述即可。
1. 广告
点出这次广告媒体效益调查的。
2. 调查数据
调查所得的事实与数据。
3. 决定
向大家报告上述的事实所做的决定。
4. 总结报告
做总结，推测的行事或方针。

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