調查報告 Presenting an Advertising Plan

音頻試聽：

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.

好了，接下來就是答題時間，請將文中劃線的句子翻譯成中文。?

?

句型總結

●　 廣告的目標
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.

本段的關鍵在于清楚地表明公司的目標，同時下文即可循著這個主題發(fā)展。"main goal", "main purpose", "main objective",都是指‘主要的目標'。

●　 調查的數據
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.

說明調查的結果，并作為下文結論的根據。關鍵詞為"figures"、"numbers"和"facts"等。

●　 依調查判斷
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.

根據調查結果提出方案時，通常會以圖表作解釋。請與會者看圖表時可使用"if"句型，但它不是假設語氣，而是一種客氣的說法。

●　 下結論
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人對此活動的觀感，并簡單扼要的下結論。"to conclude"，"in summary"或"I think"都是做結論的實用詞匯。

結構分析

這次演講實質上是個報告，因此只要針對研究的結果，有條理地敘述出來即可。

1. 廣告目標
點出這次廣告媒體效益調查的目標。

2. 調查數據
提出調查所得的事實與數據。

3. 做出決定
向大家報告根據上述的事實所做的決定。

4. 總結報告
做總結，推測目前的行事態(tài)度或方針。