TITLE 1 Introduction to marketing and advertising 2 Finding the customer 3 Planning a marketing strategy 4 Creating ads 5 Marketing tools 6 Presenting your public face 7 Marketing through trade fairs APPENDIX Test yourself! Partner files Answer key Transcripts A-Z word list Glossary Useful phrases and vocabulary
摘要
As far as traditional channels go，I think they should focus on print media，especially magazines，and possibly the travel sections of some larger news papers. JuStin That makes sense. Magazines and news papers often devote an issuee to travel，and that would be a good 0p.portunity to highlight Germany. What about TV ads？ TracyI don’t think that’S a good idea. Justan ad or two will use up almost theentire budget，and we can’t affordthe repeat exposure that a good adcampaign would need. Justin That’S true.Banner ads，on the otherhand，would make sense.People of-ten go online to travel portals like Ex-pedia and Hotwire without knowingwhere they want to trave0 to.Theyjust want to go somewhere for theweekend.Seeing our ads would en.courage them to check out Germany. TracyGood point.And what about post.cards？0 can see those being very ef-fective with a campaign like this.We could have different themes fordifferent venues：highlight outdooractivities for postcardS distributed ingyms，for example. JustinYes，and postcards are popularamong the 1 8-35 group，which Joysof Germany are targeting.We couldalso do bus ads in major UK cities. Tracy0K，SO I think our task is clear .We need eye .catching images and agood slogan that we can use in a va.riety places.Secretary Buyme.com.How can I help you？Stefanie Hello. Can I speak to John Bradwell， please？Secretary Just a moment.I'll put you through. John Hello？Sfefanie Hello. John. It’S Stefanie Schwarz from HerschfeId here. John Ah. Stefanie .Nice to hear from you. How are things？Stefanie Not SO good.0’m afraid.John Oh dear. Stefanie That’S actually why I’m calling.It.Sabout our listings on your website.As you know，we offered buyme.com alarge trade discount on our kitchenappliances based on the sales projections you presented.
