2019年剑桥商务英语中级口语解析（9）

　　WHAT IS IMPORTANT WHEN…?

　　Planning an advertising campaign

　　* Market research

　　* Select appropriate media

　　【词汇&短语】

　　广告代理商 advertising agency 购物点广告 p. o. p. advertising

　　区域抽样 area sampling 视听广告 audio-visual advertising

　　促销广告 sales promotion advertising 路牌广告 billboard advertising

　　站台广告 platform side advertising 品牌偏好 brand preference

　　受众构成 audience composition 户外广告 outdoor advertising

　　【句型点击】

　　提出自己的看法：

　　To achieve this goal, it’s better to

　　It is more preferable to …… ……..的做法更可取。

　　Better do A rather than do B。 最好A, 不要B。

　　The schedule should be arranged as follows…….

　　………is the soul of an enterprise.

　　We should put ……..as the first consideration.

　　More flexible methods should be taken. For instance…….

　　We should follow international practices to ………

　　使用表达有层次的连接词：

　　First and foremost

　　Last but not the least

　　Furthermore

　　In other words

　　【参考范例】

　　Advertising campaign is one of the most essential chains in marketing. Through advertising campaign, the products can be well-known to the audiences. To achieve this goal, it is better to do a market research beforehand. Only in this way you can know the need of the consumers and meet their acquirements accordingly. Therefore, we should put it as the first consideration. After this step, it is time to select appropriate media. Sometimes it is more preferable to find an advertising agency because they know better what the best channel is for your product and service; sales promotion advertising; billboard advertising; outdoor advertising; audio-visual advertising, or whatever it is. You know, you have plenty of choices. On the other hand, they have a professional team to design an innovative advertisement for you. If an advertisement is full of creativity, it will earn brand preference and loyalty of the consumers and maintain a sustainable market. Last but not the least, no matter how flexible your promotion methods are, the credibility of the product is the most important.