短語(yǔ)解說(shuō)
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    brand awareness 品牌知名度
    這是個(gè)廣告的專(zhuān)業(yè)用語(yǔ)，指消費(fèi)者對(duì)某項(xiàng)產(chǎn)品的認(rèn)識(shí)。"awareness"由"aware"變化而來(lái)，后者為形容詞，有‘知曉；注意到’的意思。"brand"，‘牌子、商標(biāo)’。
    To increase brand awareness, we will have to advertise on TV to reach the largest possible audience.
    為了提高知名度，我們必須打電視廣告，盡可能讓最廣的觀(guān)眾看到我們的產(chǎn)品。
    target audience 目標(biāo)大眾
    每一項(xiàng)產(chǎn)品在制作廣告之前，都會(huì)選定某一群人作為主要的訴求對(duì)象，這群人就稱(chēng)為該廣告的‘目標(biāo)大眾’。目標(biāo)大眾決定之后，廣告內(nèi)容、媒體、甚至播出時(shí)段，才能隨之選定。"target"，靶子、目標(biāo)。
    Our current ads are not reaching the target audience. We'll have to make some changes.
    本公司目前的廣告并沒(méi)有發(fā)揮對(duì)目標(biāo)大眾的影響力，我們得做些改變。
    media mix 媒體組合
    "media" 在此指將產(chǎn)品信息傳達(dá)給目標(biāo)大眾的媒介，包括電視、廣播、報(bào)紙、雜志等等。在為產(chǎn)品制作廣告時(shí)，通常經(jīng)由各種研究與調(diào)查，找出效果、效率的幾種廣告方式，同時(shí)使用。則這些不同媒體的組合使用即是"media mix"。
    With the proper media mix, you can effectively reach your target audience.
    媒體組合若選用得宜，你的廣告便能有效地影響目標(biāo)大眾。
    spot ad(s) 電視或收音機(jī)廣告
    這是美式口語(yǔ)的說(shuō)法，"spot ad" 就是電視或廣播節(jié)目中的廣告，又可簡(jiǎn)稱(chēng)為"spot"。
    Spot ads are the most expensive and usually the most effective.
    電視和收音機(jī)廣告的費(fèi)用最貴，而效果通常也。
    print ad(s) 平面廣告
    這詞組直譯就是‘印刷式的廣告’，即紙面上的廣告，主要是指報(bào)紙和雜志廣告。
    The designer's specialty is creating breathtaking print ads.
    創(chuàng)作令人驚異的平面廣告是這位設(shè)計(jì)師的專(zhuān)長(zhǎng)。
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    句型總結(jié)
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    ●　 廣告的目標(biāo)
    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.
    本段的關(guān)鍵在于清楚地表明公司的目標(biāo)，同時(shí)下文即可循著這個(gè)主題發(fā)展。"main goal", "main purpose", "main objective",都是指‘主要的目標(biāo)’。
    ●　 調(diào)查的數(shù)據(jù)
    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.
    說(shuō)明調(diào)查的結(jié)果，并作為下文結(jié)論的根據(jù)。關(guān)鍵詞為"figures"、"numbers"和"facts"等。
    ●　 依調(diào)查判斷
    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.
    根據(jù)調(diào)查結(jié)果提出方案時(shí)，通常會(huì)以圖表作解釋。請(qǐng)與會(huì)者看圖表時(shí)可使用"if"句型，但它不是假設(shè)語(yǔ)氣，而是一種客氣的說(shuō)法。
    ●　 下結(jié)論
    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.
    在最后一段可略述個(gè)人對(duì)此活動(dòng)的觀(guān)感，并簡(jiǎn)單扼要的下結(jié)論。"to conclude"，"in summary"或"I think"都是做結(jié)論的實(shí)用詞匯。
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    結(jié)構(gòu)分析
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    這次演講實(shí)質(zhì)上是個(gè)報(bào)告，因此只要針對(duì)研究的結(jié)果，有條理地?cái)⑹龀鰜?lái)即可。
    1. 廣告目標(biāo)
    點(diǎn)出這次廣告媒體效益調(diào)查的目標(biāo)。
    2. 調(diào)查數(shù)據(jù)
    提出調(diào)查所得的事實(shí)與數(shù)據(jù)。
    3. 做出決定
    向大家報(bào)告根據(jù)上述的事實(shí)所做的決定。
    4. 總結(jié)報(bào)告
    做總結(jié)，推測(cè)目前的行事態(tài)度或方針。