首页
登录
职称英语
[originaltext] Last time we were talking about the need for advertising. Now
[originaltext] Last time we were talking about the need for advertising. Now
游客
2024-04-12
2
管理
问题
Last time we were talking about the need for advertising. Now, let’s look at how you can successfully call attention to the service or product you want to sell. To succeed, you’ve got to develop a systematic approach. But what does a systematic advertising plan look like? Well, it covers what we call—the "Four Ms": Market, Media, Money, Message. All are important areas to focus on when creating your advertising plan.
The First step is to look at your Market, that’s the people who might become customers, buyers of your service or product. You need to know all about your possible customers: Who are they? What age group are they? What do they like, or dislike? How do they shop?
Next, Media. You need to figure out: Which media you should advertise through? Which media will reach your intended audience? So, you do research, trying to determine which media will reach the most potential customers for the lowest cost. For instance, if you have a product, that teachers would like, then teachers are your 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?
The third M—Money. You have an advertising budget to spend, but how do you spend it wisely. Again, research is the key: When to advertise? Or how to get the best rates? Like, maybe you’re advertising sports equipment, and you have been spending most of your budget during the holiday season when people buy gifts for each other. Now, in theory, that would seem a great time to advertise, but a research may show you’re wrong, that the customers who buy sports equipment tend not to give it as a holiday gift, but want to use it themselves. In that case, advertising during a different season of the year might give you better results.
OK, finally, there is your Message: What do you want to say about your product? Why will buying it make the customer’s life easier, or safer or better somehow. Whatever the message is, make sure you get it right. For example, there was this Soup Shop, the soup was really tasty, but there weren’t a lot of customers. The owner thought that may be if they give something away for free with each purchase, then more people would come buy soup. So they got some cheap socks, and they advertise to give a pair away with each bowl of soup. But, then even fewer people came to the restaurant. Well, you can imagine why. People started to associate the soup with feet: they began to imagine the soup smelled like feet. The advertising massage, soup means free socks, was a bad choice.
16 What is the second "M"?
17 Why shouldn ’t we advertise sports equipment during holiday season?
18 Why does the soup shop lose its customers?
选项
A、The soup tastes very bad.
B、The soup is too expensive.
C、The socks are of low quality.
D、The socks give wrong message.
答案
D
解析
录音提到,这家卖汤的店本想通过赠送袜子的方式来吸引更多顾客,但结果反而顾客更少了,原因是顾客会将汤和脚联系起来,会想象汤的味道闻起来跟脚一样。因此选D“袜子给顾客传递了错误的信息”。
转载请注明原文地址:https://www.tihaiku.com/zcyy/3551994.html
相关试题推荐
[originaltext]Inthepastindustrieshadmorefreedomthantheyhavenow,a
[originaltext]Inthepastindustrieshadmorefreedomthantheyhavenow,a
[originaltext]Inthepastindustrieshadmorefreedomthantheyhavenow,a
[originaltext]Inthepastindustrieshadmorefreedomthantheyhavenow,a
[originaltext]AnewenemyisthreateningJapanesetraditions:leisure.Asp
[originaltext]AnewenemyisthreateningJapanesetraditions:leisure.Asp
[originaltext]AnewenemyisthreateningJapanesetraditions:leisure.Asp
[originaltext]LastsummerIwentthroughatrainingprogramandbecameali
[originaltext]LastsummerIwentthroughatrainingprogramandbecameali
[originaltext]W:Doyouthinkyoucangiveanexactdefinitionof"management",
随机试题
为控制工程投资,设计单位要对审查批准的工程静态总投资(不包括建设单位、地方承担的
金融衍生品越来越广泛地被银行所使用。下列有关金融衍生品的说法错误的是()。A.金
下列哪项不属于石材幕墙的主控项目?( )A.防水石材幕墙应无渗漏 B.石材幕
对高度24m以上的双排脚手架,应采用刚性连墙件与建筑物连接.
A.理想体重百分率 B.上臂肌肉周径 C.血清白蛋白含量 D.氮平衡 E
下列哪个陈述最好地描述了对审计工作底稿的审查可能帮助内部审计人员的职业发展?A.
食品发酵工程
试述结核病的临床分型及诊断记录格式。
王某,男性,40岁,因肾病综合征入院。于入院第3天夜里出现右侧腰痛,逐渐加重,并
矿山井下发现火情的正确做法是( )。A.发现火隋后应立即报告并设法远离火区
最新回复
(
0
)