新托福考试必备：新托福TPO（1-24）听力原文文本TPO11

　　Professor
　　Let's get started. Um, last time we were talking about the need for advertising.
　　Now, let's look at how you can successfully call attention to the service or
　　product you want to sell. To succeed, you’ve got to develop a systematic
　　approach. If you don't come up with a system, um, a plan, you risk **
　　decisions that waste money, or even drive away potential customers. But what
　　does a systematic advertising plan look like? Well, it covers what we call -- the
　　‘Four Ms’. The ‘Four Ms’: Market, Media, Money, Message. All are important
　　areas to focus on when creating your advertising plan. We will look at them
　　one by one.
　　The First step is to look at your Market, that’s the people who might become
　　customers, buyers of your service or product. You need to know all about your
　　possible customers： Who are they？ What age group are they? What do they
　　like, or dislike? How do they shop? So, you got that? A market is a group of
　　potential customers.
　　Next, Media… Obviously the major media are television, radio, newspapers,
　　magazines, um, billboards, and so forth. There are all avenues of
　　communication. And you need to figure out: Which media you should advertise
　　through? Which media will reach your intended audience -- your market? So,
　　you do research, trying to determine which media will reach the most potential
　　customers for the lowest cost. For instance, if you have a product, that we'll
　　say teachers would like, then teachers are your market. So you ask yourself:
　　What magazines do the majority of teachers read? What TV programs do
　　teachers watch? Do teachers listen to much radio? At what times of the day?
　　Say, now your research turns up two magazines that teachers read. 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’.
　　You think your product will appeal most to teachers aged twenty to thirty, so
　　you decide to put your advertisement in their favor magazine, the one about
　　classroom activities. You don't waste money advertising in the ‘Educational
　　Psychology’ magazine, you know the one that the younger teachers generally
　　don't read. And since you’re reaching the majority of the teachers in your target
　　age group, you’re probably spending your money well, which bring us to the
　　third M -- Money.
　　You have an advertising budget to spend, but how do you to spend it wisely.
　　Again, research is the key. 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. But also: When to advertise? or…or how to get the
　　best rates? 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. 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. 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,
　　so you actually save money. 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.
　　OK, finally, there is your message: What you want to say about your product?
　　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. 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. The owner thought that may be if they give something away for
　　free with each purchase, then more people would come buy soup. 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. Well, you can
　　imagine why. People started to associate the soup with feet; they began to
　　imagine the soup smelled like feet. The advertising massage, soup means free
　　socks, was a bad choice; it was a waste of money. And worse, it caused the
　　loss of customers.
　　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.
　　Think of real examples and make them up, and talk about the reasons those
　　messages are unsuccessful. And then we’ll get back together and share.