奉了上司之命，Jennifer负责策划一项广告活动。因为广告营销的效果对销售营业额或有决定性的影响，因此这可不是份轻松的差事；特别在做好决定之后，该怎么样向上司说明，以获得他们的支持，则有赖于做简报的方法和方法。
I'm here today to present my research about the advertising1 campaign for the Kitchen Master microwave oven. Since this is a new product, our main goal is to establish brand awareness2 among our target audience, which is working women, aged3 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 adverti百度竞价推广ents. 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 lessen4 the chance of failure.
今天我要向各位报告的是为大厨师广告所做调查的结果。因为大厨师是新品，大家的广告需要要在目的客户群中，也就是25岁至40岁的职业妇女中，打造起品牌知名度。
依据我所得到的数据，同意调查访问的职业妇女中，有百分之五十的人表示，她们阅读台湾最畅销的五本妇女杂志中至少一本。而有整整百分之八十的受访者表示，她们每晚至少看一个小时的电视。
假如各位看一下这张图表，就能了解，最好的媒体组合是，电视和杂志广告并用。我建议将预算的百分之六十拨给电视广告，百分之三十五给杂志，其余的百分之五做户外广告。
总的来讲，即便大家的目的客户已非常明确，但新品上巿本来就像赌博，没人能有十成的把握。然而，媒体组合使用得当，大家自然会减少失败的机率。
短语解释说明
brand awareness 品牌知名度
这是个广告的专业用语，指买家对某项商品的认识。Awareness由aware变化而来，后者为形容词，有知道；注意到的意思。Brand，牌子、商标。
To increase brand awareness, we will have to advertise on TV to reach the largest possible audience.
为了提升知名度，大家需要打电视广告，尽量让最多的观众看到大家的商品。
target audience 目的大众
每一项商品在制作广告之前，都会选定某一群人作为主要的诉求对象，这群人就称为该广告的目的大众。目的大众决定之后，广告内容、媒体、甚至播出时段，才能随之选定。Target，靶子、目的。
Our current ads are not reaching the target audience. We'll have to make some changes.
本公司现在的广告并没发挥对目的大家的影响力，大家得做些改变。
media mix 媒体组合
Media 在此指将商品信息传达给目的大家的媒介，包含电视、广播、报纸、杂志等等。在为商品制作广告时，一般经由各种研究与调查，找出成效最大、效率最高的几种广告方法，同时用。这类不同媒体的组合用即是media mix。
With the proper media mix, you can effectively reach your target audience.
媒体组合若使用得宜，你的广告便能有效地影响目的大众。
spot ad 电视或收音机广告
这是美式口语的说法，spot ad 就是电视或广播节目中的广告，又可简称为spot。
Spot ads are the most expensive and usually the most effective.
电视和收音机广告的成本最贵，而成效一般也最好。
print ad 平面广告
这词组直译就是印刷式的广告，即纸面上的广告，主如果指报纸和杂志广告。
The designer's specialty5 is creating breathtaking print ads.
创作让人惊异的平面广告是这位设计师的专长。
句型总结
● 广告的目的
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.
本段的重点在于了解地表明企业的目的，同时下文即可循着这个主题进步。Main goal, main purpose, main objective,都是指主要的目的。
● 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，并作为下文结论的依据。关键字为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.
依据调查结果提出策略时，一般会以图表作讲解。请与会者看图表时可用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语。
结构剖析
这次演讲实质上是个报告，因此只须针对研究的结果，有条理地叙述出来即可。
1. 广告目的
点出这次广告媒体效益调查的目的。
2. 调查数据
提出调查所得的事实与数据。
3. 做出决定
向大伙报告依据上述的事实所做的决定。
4. 总结报告
做总结，推断现在的行局势度或方针。
