- 相關(guān)推薦
如何做商務(wù)英語(yǔ)調查報告?
奉了上司之命，Jennifer負責策劃一項廣告活動(dòng)。由于廣告促銷(xiāo)的成效對銷(xiāo)售業(yè)績(jì)將有決定性的影響，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(shuō)明，以取得他們的支持，則有賴(lài)于做簡(jiǎn)報的技巧和方式。
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.
今天我要向各位報告的是為“大廚師”廣告所做調查的結果。由于“大廚師”是新產(chǎn)品，我們的廣告必須要在目標顧客群中，也就是25歲至40歲的職業(yè)婦女中，建立起品牌知名度。
根據我所得到的數據，接受調查訪(fǎng)問(wèn)的職業(yè)婦女中，有百分之五十的人表示，她們閱讀臺灣最暢銷(xiāo)的五本婦女雜志中至少一本。而有整整百分之八十的受訪(fǎng)者表示，她們每晚至少看一個(gè)小時(shí)的電視。
如果各位看一下這張圖表，就可以知道，最好的媒體組合是，電視和雜志廣告并用。我建議將預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(hù)外廣告。
總的來(lái)說(shuō)，即使我們的目標顧客已很清晰，但新產(chǎn)品上巿本來(lái)就像賭博，沒(méi)人能有十成的把握。然而，媒體組合選用得當，我們自然會(huì )降低失敗的機率。
短語(yǔ)解說(shuō)
brand awareness 品牌知名度
這是個(gè)廣告的專(zhuān)業(yè)用語(yǔ)，指消費者對某項產(chǎn)品的認識。"Awareness"由"aware"變化而來(lái)，后者為形容詞，有“知曉；注意到”的意思。"Brand"，‘牌子、商標’。
To increase brand awareness, we will have to advertise on TV to reach the largest possible audience.
為了提高知名度，我們必須打電視廣告，盡可能讓最多的觀(guān)眾看到我們的產(chǎn)品。
target audience 目標大眾
每一項產(chǎn)品在制作廣告之前，都會(huì )選定某一群人作為主要的訴求對象，這群人就稱(chēng)為該廣告的“目標大眾”。目標大眾決定之后，廣告內容、媒體、甚至播出時(shí)段，才能隨之選定。"Target"，靶子、目標。
Our current ads are not reaching the target audience. We'll have to make some changes.
本公司目前的廣告并沒(méi)有發(fā)揮對目標大眾的影響力，我們得做些改變。
media mix 媒體組合
"Media" 在此指將產(chǎn)品信息傳達給目標大眾的媒介，包括電視、廣播、報紙、雜志等等。在為產(chǎn)品制作廣告時(shí)，通常經(jīng)由各種研究與調查，找出效果最大、效率最高的幾種廣告方式，同時(shí)使用。這些不同媒體的組合使用即是"media mix"。
With the proper media mix, you can effectively reach your target audience.
媒體組合若選用得宜，你的廣告便能有效地影響目標大眾。
spot ad(s) 電視或收音機廣告
這是美式口語(yǔ)的說(shuō)法，"spot ad" 就是電視或廣播節目中的廣告，又可簡(jiǎn)稱(chēng)為"spot"。
Spot ads are the most expensive and usually the most effective.
電視和收音機廣告的費用最貴，而效果通常也最好。
print ad(s) 平面廣告
這詞組直譯就是“印刷式的廣告”，即紙面上的廣告，主要是指報紙和雜志廣告。
The designer's specialty is creating breathtaking print ads.
創(chuàng )作令人驚異的平面廣告是這位設計師的專(zhuān)長(cháng)。
句型總結
● 廣告的目標
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.
本段的關(guān)鍵在于清楚地表明公司的目標，同時(shí)下文即可循著(zhù)這個(gè)主題發(fā)展。"Main goal", "main purpose", "main objective",都是指‘主要的目標’。
● 調查的數據
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.
說(shuō)明調查的結果，并作為下文結論的根據。關(guān)鍵詞為"figures"、"numbers"和"facts"等。
● 依調查判斷
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.
根據調查結果提出方案時(shí)，通常會(huì )以圖表作解釋。請與會(huì )者看圖表時(shí)可使用"if"句型，但它不是假設語(yǔ)氣，而是一種客氣的說(shuō)法。
● 下結論
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.
在最后一段可略述個(gè)人對此活動(dòng)的觀(guān)感，并簡(jiǎn)單扼要的下結論。"To conclude"，"in summary"或"I think"都是做結論的實(shí)用詞匯。
結構分析
這次演講實(shí)質(zhì)上是個(gè)報告，因此只要針對研究的結果，有條理地敘述出來(lái)即可。
1. 廣告目標
點(diǎn)出這次廣告媒體效益調查的目標。
2. 調查數據
提出調查所得的事實(shí)與數據。
3. 做出決定
向大家報告根據上述的事實(shí)所做的決定。
4. 總結報告
做總結，推測目前的行事態(tài)度或方針。
【如何做商務(wù)英語(yǔ)調查報告?】相關(guān)文章：
商務(wù)英語(yǔ)專(zhuān)業(yè)人才需求的調查報告06-09
商務(wù)英語(yǔ)和國際商務(wù)英語(yǔ)的區別11-04
商務(wù)英語(yǔ)信函06-19
商務(wù)英語(yǔ)面試02-06
商務(wù)英語(yǔ)報告11-09
商務(wù)英語(yǔ)郵件11-13
中級商務(wù)英語(yǔ)11-28
商務(wù)英語(yǔ)談判04-29
商務(wù)英語(yǔ)信函10-12