托福听力TPO11原文 Lecture 4-智课教育旗下智课教育

智 课 网 托 福 备 考 资 料

托福听力TPO11原文 Lecture 4-智课教育旗下智课教育

下面就让小编来为大家介绍一下托福听力TPO11原文中Lecture 4的文本内容吧，大家要好好把握，这些都是非常有价值的材料，同时，大家也可以登录智课教育论坛进行TPO练习辅导，希望能够给准备托福听力的同学带来帮助。

TPO11 Lecture 4 Business

Professor：Let's get started. Um, last time we were talkingabout the need for advertising.Now, let's look at how you cansuccessfully call attention to the service or product you want tosell. To succeed, you’ve got to develop a systematic approach.If you don't come up with a system, um, a plan, you risk **decisions that waste money, or even drive away potential

customers. But what does a systematic advertising plan look like?Well, it covers what we call -- the 'Four Ms’. The ‘Four Ms’:Market, Media, Money, Message. All are important areas to focuson when creating your advertising plan. We will look at them oneby one.

The First step is to look at your Market, that’s the peoplewho might become customers, buyers of your service or product.You need to know all about your possible customers:Who arethey.What age group are they? What do they like, or dislike?How do they shop? So, you got that? A market is a group ofpotential customers.Next, Media… Obviously the major mediaare television, radio, newspapers,magazines, um, billboards, andso forth. There are all avenues of communication. And you needto figure out: Which media you should advertise through? Whichmedia will reach your intended audience -- your market? So,youdo research, trying to determine which media will reach the mostpotential customers for the lowest cost. For instance, if you havea product, that we'll say teachers would like, then teachers areyour market. So you ask yourself:What magazines do the

majority of teachers read? What TV programs do teachers watch?Do teachers listen to much radio? At what times of the day? Say,now your research turns up two magazines that teachers read.And it also shows that the majority of teachers - say ages twentyto thirty - read themagazine about classroom activities. Whilemost teachers older than that read the other magazine, the oneabout, oh, let’s say—‘Educational Psychology’.

You think your product will appeal most to teachers agedtwenty to thirty, so you decide to put your advertisement in theirfavor magazine, the one about classroom activities. You don'twaste money advertising in the ‘Educational Psychology’

magazine, you know the one that the younger teachers generallydon't read. And since you’re reaching the majority of theteachers in your target age group, you’re probably spendingyour money well, which bring us to the third M -- Money.Youhave an advertising budget to spend, but how do you to spend itwisely. Again, research is the key. Good research gives you facts,facts that can help you decide, well, as we already mentioned,decide the right market to target,and the best media to use. Butalso: When to advertise? or…or how to get the best rates? Like,may be you’re advertising Sport equipment, and you have beenspending most of your budget during the holiday season whenpeople buy gifts for each other. Now, in theory, that would seema great time to advertise, but may be a research shows you’rewrong, that the customers who buy sports equipment tend notto give it as a holiday gift, but want to use it themselves. In thatcase, advertising during a different season of the year might giveyou better results. And, um, may be it even lower, non-holidayrates,so you actually save money. But you need to get the facts;facts that come from good research to be certain and know forsure that you’re getting your money’s worth.

OK, finally, there is your message: What you want to say

about your product?Why buying it will make the customer’s lifeeasier, or safer or better somehow.Whatever the message is,make sure you get it right. Let me give you an example of notgetting it right, Ha...ha...ha... you are going to love this one:Therewas this Soup Shop, the soup was really tasty, but there weren't alot of customers. The owner thought that may be if they givesomething away for free with each purchase, then more peoplewould come buy soup. So they got some cheap socks, and theyadvertise to give a pair away with each bowl of soup. But, theneven fewer people came to the restaurant. Well, you can imaginewhy. People started to associate the soup with feet; they beganto imagine the soup smelled like feet. The advertising massage,soup means free socks, was a bad choice; it was a waste of

money. And worse, it caused the loss of customers.Now, I wanteveryone to get into small groups and come up with someexamples, not of good advertising messages, but of truly

disastrous ones.Think of real examples and make them up, andtalk about the reasons those messages are unsuccessful. Andthen we’ll get back together and share.

《商学》

教授：我们开始吧。上次我们讨论了广告的必要性。现在我们看看如何成功为你想卖出的服务或商品吸引注意力。想要成功做到这点，你需要发展出一套系统的手段。如果你不指定出一个系统，嗯，一个计划，你就可能承担坏决定所产生的资金流失和失去客户的风险。但一个系统的广告策划是怎样的呢?它包括我们所谓的 4M。4M 指：市场(Market)，媒体(Media)，资金(Money)，讯息(Message)。所有都是我们创造一个广告策划的重点。我们一个一个看。第一个是市场。这是指将来有可能成为你的客户，你产品或服务的消费者。你需要知道关于你潜在客户的一切：他们是谁?他们处于什么社会群体?他们喜欢和不喜欢什么?他们的消费习惯如何?这样，你学到了什么?市场就是一群潜在的消费者。下一个，媒体。很显然主要的媒体是电视、广播、报纸、杂志、广

告牌等等。传播的渠道多种多样，而你需要想到：我应该通过哪种媒体来做广告?哪种媒体可以触及到你的观众，你的市场?所以，你要做调查，试着确定哪种媒体能以最低的成本触及到最多的客户。

比如说，如果你有一个产品，我们假设老师们喜欢它，那你的市场就是老师。那么问问你自己：老师主要阅读什么杂志?有两个杂志老师喜欢读。它还显示大多数老 …… 此处隐藏：4454字，全部文档内容请下载后查看。喜欢就下载吧 ……