調(diào)查報告 Presenting an Advertising Plan
    奉了上司之命，Jennifer負責(zé)策劃一項廣告活動。由于廣告促銷的成效對銷售業(yè)績將有決定產(chǎn)的影響，因此這可不是份輕松的差事；尤其在做好決定之后，該如何向上司說明，以取得他們的支持，則有賴做簡報的技巧和方式。
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    英文正文
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    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.
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    中文翻譯
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    今天我要向各位報告媒體調(diào)查結(jié)果是為了設(shè)計‘大廚師’廣告所做的。由于‘大廚師’是新產(chǎn)品，我們的廣告必須要在目標(biāo)顧客，建立起品牌知名度也就是25歲至40歲的職業(yè)婦女。
    根據(jù)我所得的數(shù)據(jù)，接受調(diào)查訪問的職業(yè)婦女中，有百分之五十的人表示，會在臺灣最暢銷的五本婦女雜志中，至少選一本。而有整整百分之八十的受訪者表示，她們每晚至少看一個小時的電視。
    如果各位看一下這張圖表，就可以知道，的媒體組合是，電視和雜志廣告并用。我建議將預(yù)算的百分之六十撥給電視廣告，百分之三十五給雜志，其余的百分之五做戶外廣告。
    總結(jié)來說，即使我們的目標(biāo)顧客已訂得很清楚，但新產(chǎn)品上巿本來就像賭博，沒人能有十成的把握。然而，媒體組合選用得當(dāng)，我們自然會降低失敗的機率。