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第1段
1 .<-NARRATOR:->Listen to part of a lecture in a Business Class.
旁白：听一段关于商学的讲座。
第2段
1 .<-FEMALE PROFESSOR:->Let's get started. Last time we were talking about the need for advertising.
教授：我们开始吧。上次我们讨论了广告的需求。
2 .Now, let's look at how you can successfully call attention to the service or product you want to sell.
现在我们看看如何成功地将注意力转移到你想要销售的服务或产品上。
3 .To succeed, you've got to develop a systematic approach.
想要成功做到这点，你必须建立一个系统的方法。
4 .If you don't come up with a system, um, a plan, you risk making decisions that waste money, or even drive away potential customers.
如果你不提出一个系统，嗯，一个计划，你就可能做出导致资金流失和失去潜在客户的决定。
5 .But what does a systematic advertising plan look like?
但一个系统的广告策划是怎样的呢？
6 .Well, it covers what we call the 'Four Ms'.
它包括我们所谓的4M。
7 .The 'Four Ms': Market, Media, Money, Message.
4M 指：市场（Market），媒体（Media），资金（Money），讯息（Message）。
8 .All are important areas to focus on when creating your advertising plan.
所有都是我们创造一个广告策划的重点。
9 .We will look at them one by one.
我们一个一个看。
第3段
1 .The First step is to look at your Market, that's the people who might become customers, buyers of your service or product.
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。
2 .You need to know all about your possible customers:
你需要知道关于你潜在客户的一切
3 .Who are they? What age group are they? What do they like, or dislike? How do they shop?
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？
4 .So, you got that?
这样，你学到了什么？
5 .A market is a group of potential customers.
市场就是一群潜在的消费者。
第4段
1 .Next, Media...
下一个，媒体。
2 .Obviously the major media are television, radio, newspapers, magazines, um, billboards, and so forth.
很显然主要的媒体是电视、广播、报纸、杂志、广告牌等等。
3 .There are all avenues of communication.
传播的渠道多种多样
4 .And you need to figure out: Which media you should advertise through? Which media will reach your intended audience - your market?
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？
5 .So, you do research, trying to determine which media will reach the most potential customers for the lowest cost.
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。
6 .For instance, if you have a product, that ...oh....say teachers would like, then teachers are your market.
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。
7 .So you ask yourself: What magazines do the majority of teachers read?
那么问问你自己
8 .What TV programs do teachers watch?
老师主要阅读什么杂志？看什么电视？
9 .Do teachers listen to much radio?
老师们听广播吗？
10 .At what times of the day?
什么时候听？
11 .Say, now your research turns up two magazines that teachers read.
假设你的调查显示有两个杂志老师喜欢读。
12 .And it also shows that the majority of teachers - say ages twenty to thirty - read the magazine about classroom activities.
它还显示大多数老师，年龄在二十到三十岁之间，读跟课堂活动有关的杂志
13 .While most teachers older than that read the other magazine, the one about, oh, let's say "Educational Psychology".
而年龄稍大的老师读另外一个，假设叫做“教育心理学”的杂志。
14 .You think your product will appeal most to teachers ages twenty to thirty, so you decide to put your advertisement in their favor magazine, the one about classroom activities.
你觉得你的产品会更吸引二十到三十岁之间的老师，所以你觉得讲广告投放到他们最喜欢杂志上，关于课堂活动的那本。
15 .You don't waste money advertising in the "Educational Psychology" magazine, you know, the one that the younger teachers generally don't read.
你就不用花费资金在“教育心理学”，一个年轻老师都不读的杂志上了。
16 .And since you're reaching the majority of the teachers in your target age group, you're probably spending your money well, which bring us to the third M - Money.
又因为你触及了大多数的老师，也就是你的客户，你的钱花得恰到好处，这就引出了第三个M，资金。
第5段
1 .You have an advertising budget to spend, but how do you spend it wisely.
你有一个资金预算，但要明智地使用它。
2 .Again, research is the key.
需要重复的是，调查是关键。
3 .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.
好的调查会告诉你事实，事实会帮助你做决定。想我之前提到过的，决定你要针对的最佳市场，你要使用的最佳媒介。
4 .But also: When to advertise? Or... or how to get the best rates?
但同时：什么时候打广告？或者⋯⋯如何到大最好的收益率？
5 .Like, may be 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.
比如说，你要给体育用品做广告，你花了大部分的预算在节假日期间，因为理论上讲，那时候人们都在为对方购买礼品。
6 .Now, in theory, that would seem a great time to advertise, but may be research shows 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.
可是也许你的调查显示你想的不对，购买体育用品的客户并不是拿来送人，而是留着自己使用。
7 .In that case, advertising during a different season of the year might give you better results.
这种情况下，在一年的其他季节做广告可能会得到更好的结果。
8 .And, um, maybe at even lower, non-holiday rates, so you actually save money.
有可能投放的成本反而低，所以你其实省了一笔钱。
9 .But you need to get the facts, facts that come from good research to be certain and know for sure that you're getting your money's worth.
但你需要的是来自有效调查的事实数据，这样才能保证你的钱花得值。
第6段
1 .OK, finally, there is your message: What you want to say about your product?
好的，最后，是要传达的讯息。你希望对你的产品说点什么？
2 .Why buying it will make the customer's life easier, or safer or better somehow.
为什么消费者买了它生活会更轻松
3 .Whatever the message is, make sure you get it right.
你要确定你用了对的方法。
4 .Let me give you an example of not getting it right, Ha...ha...ha... you are going to love this one: There was this Soup Shop, the soup was really tasty, but there weren't a lot of customers.
让我给举一个反例，哈哈⋯⋯你们会觉得很有趣的：有一个卖汤的店，汤很好喝，但顾客不多。
5 .The owner thought that may be if they gave something away for free with each purchase, then more people would come buy soup.
店主觉得应该在每个客户消费的时候给一些赠品，这样就会有更多的人来。
6 .So they got some cheap socks, and they advertised to give a pair away with each bowl of soup.
所以他们买了一些便宜的袜子，然后做了广告说，每个人买一碗汤就送一双袜子。
7 .But, then even fewer people came to the restaurant.
但是来的人反而更少了。
8 .Well, you can imagine why.
你能想象这是为什么。
9 .People started to associate the soup with feet.
人们开始把汤和袜子联系到一起
10 .They began to imagine the soup smelled like feet.
他们开始想象闻起来有脚臭味的汤。
11 .The advertising message, soup means free socks, was a bad choice. It was a waste of money.
汤意味着一双免费袜子，这个讯息不太好，完全是浪费钱。
12 .And worse, it caused the loss of customers.
更糟的是，它还引发了顾客的流失。
第7段
1 .Now, I want everyone to get into small groups and come up with some examples, not of good advertising messages, but of truly disastrous ones.
现在，我希望所有人分成小组来给出一些例子，不是好的广告的讯息，而是特别糟糕的那些。
2 .Think of real examples or make some up, and talk about the reasons those messages are unsuccessful.
想一想那些真实的例子然后组织一下，谈谈为什么这些讯息是不成功的
3 .And then we'll get back together and share.
然后大家一起分享一下。