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How do you build an ad campaign? Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and television. There are three major questions you must first consider: 1. Who is the audience for your ad campaign? The people you want to reach are your target audience. In order to determine your audience, you will need to do a little research and analysis in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people. 2. What do you want your ad campaign to say? After you have decided who your audience is, it is time to decide what you want the audience to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare campaign, you may want to ask yourself: oWhat does my audience already know about this problem? oWhat aspects of this problem would they care about or be concerned with? oIs there some history behind the problem that they would be interested in? oHow does the problem personally affect their lives? 3. How do you reach your audience? There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide what, approach you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best， 如何策划广告宣传活动？ 不同于一则单独的广告，广告宣传活动是预先策划的系列广告，利用各种广告形式去影响特定的受众。当你要开始一项成功的广告宣传活动时，你的头脑中必须有明确的目标受众。重要的是，你得确切弄清楚想要告诉受众什么，想让他们做什么。在一场广告宣传活动中，你可能需要运用多种不同的媒体，包括海报，报纸，杂志，广播和电视。 你首先必须考虑三个主要问题： 1.谁是你广告宣传活动的受众？ 你想影响的人群是你的目标受众。为了明确目标受众，你需要事先做一些研究和分析。你需要去探明受众已有的想法。了解受众非常重要，这样你才可以针对合适的对象给出适当的信息。 2.你希望你的广告宣传活动说什么？ 在确定受众之后，你就该决定你想让他们知道什么或者思考什么了。为了让受众作出预期的反应，始终努力去吸引他们是非常重要的。你可以从你的调研中收集此类信息。在策划一场公共福利宣传活动时，你可能需要问自己以下问题： ●我的受众对这个问题已经了解了多少？ ●他们会关心或者担忧这个问题的哪些方面？ ●他们感兴趣的这个问题有没有某种历史背景？ ●这个问题如何影响到他们的个人生活？ 3.你该如何吸引你的受众？ 当你组织一场广告宣传活动时，有许多不同的方式可用来传达讯息。你必须决定你想用哪一种方法。这个决定应该主要取决于你的目标受众和哪一种广告最能吸引这群人。 课文注释 ①build vt. 策划；建立,创立；构筑 vi. 建筑；建造 ②various kinds of 各种各样的,多种多样的 ③reach vt. 影响；达到；抵达；伸出 vi. 达到;延伸;伸出手;传开n. 范围;延伸;河段 ④have sth in mind 心中想着，想到；记得某事，想要做某事; ⑤figure out 弄清楚，弄懂；计算出 ⑥employ vt. 运用，使用，采用；雇用；使忙于，使从事于 ⑦determine vt. 决定，确定；判定，判决； vi. 确定；决定 ⑧analysis n. 分析 ⑨in advance 预先，提前 ⑩explore vt. 探明，探索；探测；探险 vi. 探索；探测；探险 (11)it is time to do sth. 是做某事的时候了，该做某事的时候了 (12)appeal to v. 对…有吸引力；呼吁, 恳求，要求；诉诸，上诉 (13)react vi. 做出反应；回应 (14)gather information 搜集信息 (15)be concerned with 关心；相干；涉及 (16)personally adv. 亲自地；当面；个别地；就自己而言 (17)get sth across 把...表达清楚；使...被理解 (18)put sth together组织，组合；放在一起；装配 (19)approach n. 方法；途径；接近 vt. 接近；着手处理 vi. 靠近 (20)depend on 取决于；依赖；依靠 |
