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独白：听一段关于商学的讲座。

Narrator: Listen to part of a lecture in a Business Class.

上次我们讨论了广告的必要性。

Um, last time we were talking about the need for advertising.

现在我们看看如何成功为你想卖出的服务或商品吸引注意力。

Now, let's look at how you can successfully call attention to the service or product you want to sell.

想要成功做到这点，你需要发展出一套系统的手段。

To succeed, you've got to develop a systematic approach.

如果你不制定出一个体系，嗯，一个计划，你就可能承担坏决定所产生的资金流失和失去客户的风险。

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.

但一个系统的广告策划是怎样的呢？

But what does a systematic advertising plan look like?

Well, it covers what we call – the 'Four Ms'.

4M 指：市场（Market），媒体（Media），资金（Money），讯息（Message）。

The 'Four Ms': Market, Media, Money, Message.

所有都是我们创造一个广告策划的重点。

All are important areas to focus on when creating your advertising plan.

第一个是市场，这是指将来有可能成为你产品或服务的购买者或消费者。

The First step is to look at your market, that's the people who might become customers, buyers of your service or product.

你需要知道关于你潜在客户的一切：他们是谁？

You need to know all about your possible customers: Who are they?

A market is a group of potential customers.

下一个，媒体。很显然主要的媒体是电视、广播、报纸、杂志、广告牌等等。

Next, Media. Obviously, the major media are television, radio, newspapers, magazines, um, the billboards, and so forth.

而你需要想到：我应该通过哪种媒体来做广告？

And you need to figure out: Which media you should advertise through?

哪种媒体可以触及到你的观众， 你的市场？

Which media will reach your intended audience, your market?

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。

So, you do research, trying to determine which media will reach the most potential customers for the lowest cost.

比如说，如果你有一个产品，老师们可能会喜欢，那你的市场就是老师。

For instance, if you have a product, that we'll say teachers would like, then teachers are your market.

那么问问你自己：老师主要阅读什么杂志？

So you ask yourself: What magazines do the majority of teachers read?

假设你的调查显示有两个杂志老师喜欢读。

Say, now your research turns up two magazines that teachers read.

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，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。

And it also shows that the majority of teachers, say ages twenty to thirty, read the magazine about classroom activities, while most teachers older than that read the other magazine, the one about, oh, let's say, 'Educational Psychology'.

你觉得你的产品会更吸引二十到三十岁之间的老师，所以你决定将广告投放到他们最喜欢杂志上，关于课堂活动的那本。

You think your product will appeal most to teachers ages twenty to thirty, so you decide to put your advertisement in their favorite magazine, the one about classroom activities.

你就不用花费资金在“教育心理学”，一个年轻老师们通常不读的杂志上了。

You don't waste money advertising in the 'Educational Psychology' magazine, you know the one that the younger teachers generally don't read.

既然你触及到的老师都在都在你的目标年龄段里，那么你的钱花得就恰到好处，这就引出了第三个M，资金。

And since you're reaching the majority of the teachers in your target age group, you're probably spending your money well, which brings us to the third M – Money.

你有一个广告资金预算，但要明智地使用它。

You have an advertising budget to spend, but how do you spend it wisely.

好的调查会告诉你事实，事实会帮助你做决定，像我之前提到过的，决定你要针对的最佳市场，你要使用的最佳媒介。

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.

或者⋯⋯如何到达最好的收益率？

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，人们需要给别人买礼物的时候。

Like, may be you're advertising sport equipment, and you have been spending most of your budget during the holiday season when people buy gifts for each other.

因为理论上讲，那时候人们都在为对方购买礼品，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。

Now, in theory, that would seem a great time to advertise, but may be a 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.

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。

In that case, advertising during a different season of the year might give you better results.

And, um, may be it even lower non-holiday rates.

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。

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.

好的，最后，是要传达的讯息：你希望对你的产品说点什么？

OK, finally, there is your message: What you want to say about your product?

为什么消费者买了它生活会更简单，更安全，更舒适。

Why buying it will make the customer's life easier, or safer or better somehow.

Whatever the message is, make sure you get it right.

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。

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.

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。

The owner thought that may be if they give something away for free with each purchase, then more people would come buy 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。

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.

人们开始把汤和袜子联系到一起，他们开始想象闻起来有脚臭味的汤。

People started to associate the soup with feet; they began to imagine the soup smelled like feet.

汤意味着一双免费袜子，这个讯息不太好，完全是浪费钱。

The advertising massage, “soup means free socks”, was a bad choice; it was a waste of money.

更糟的是，它还引发了顾客的流失。

And worse, it caused the loss of customers.

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。

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.

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。

Think of real examples or make some up, and talk about the reasons those messages are unsuccessful.

And then we'll get back together and share.

According to the professor, what might be two results of NOT having a good advertising plan?

Why does the professor talk about teachers?

In the example about sports equipment, what does the professor imply about spending money on advertising?

What is the professor's point when she talks about a soup shop?

What does the professor mean when she says this: