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调查报告 Presenting an Advertising Plan
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.
句型总结
● 广告的目标
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.
本段的关键在于清楚地表明公司的目标，同时下文即可循着这个主题发展。"main goal", "main purpose", "main objective",都是指‘主要的目标'。
● 调查的数据
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.
说明调查的结果，并作为下文结论的根据。关键词为"figures"、"numbers"和"facts"等。
● 依调查判断
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.
根据调查结果提出方案时，通常会以图表作解释。请与会者看图表时可使用"if"句型，但它不是假设语气，而是一种客气的说法。
● 下结论
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.
在最后一段可略述个人对此活动的观感，并简单扼要的下结论。"to conclude"，"in summary"或"I think"都是做结论的实用词汇。
结构分析
这次演讲实质上是个报告，因此只要针对研究的结果，有条理地叙述出来即可。
1. 广告目标
点出这次广告媒体效益调查的目标。
2. 调查数据
提出调查所得的事实与数据。
3. 做出决定
向大家报告根据上述的事实所做的决定。
4. 总结报告
做总结，推测目前的行事态度或方针。
n. 投票，民意测验，民意，票数
v. 做民意
