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2 What do you want your ad campaign to say?
2 你想要你的广告计划传达什么信息？
After you have decided who your audience is, it is time to decide what you want the audience to know or think about.
在确定了受众之后，就该确定你想要他们了解或者思考什么。
It is important to always try to appeal to the audience in order to get them to react in a certain way.
为了让受众产生预期反应，努力去吸引他们是很重要的。
You can gather this information from your research.
你可以在调研中收集这些信息。
When planning a public welfare campaign, you may want to ask yourself:
在计划一个公众福利的广告计划时，你可能应该问自己：
What does my audience already know about this problem?
关于这个问题，我的受众已经了解了哪些信息？
What aspecs of this problem would they care about or be concerned with?
他们会在哪些方面关心或者参与这个问题？
Is there some history behind the problem that they would be interested in?
这个问题背后有没有什么事情是他们感兴趣的？
How does the problem personally affect their lives?
这个问题如何直接影响他们的生活？
3 How do you reach your audience?
3 你怎样影响受众？
There are lots of different ways to get your message across when you are putting together an ad campaign.
当组织一场广告宣传活动时，有许多不同的方式可用来传递信息。
You must decide what approach you want to use.
你必须确定自己应该用哪种方法。
This decision should depend mainly on your target audience and which kinds of ads reach that group best.
你的选择应该主要取决于你的目标受众，以及哪种类型的广告最能打动那个群体。
