Ⅳ Presentation Q&A

WHAT IS IMPORTANT WHEN…

DEVELOPING AN ADVERTISING PROGRAM?

l         OBJECTIVE

l         BUDGET

Outline

—three steps  carefully planned in advance

                   —inform

——objective       —persuade

                   —remind

                   —how much,  spend

——budget         —control cost

                  —within

                  —TV, radio, newspaper, magazine

——media         —scope, reach

                  —effectiveness

—finally       evaluating system

提问及应答

（1）       细节扩展法：用特殊疑问句

Question 1

You mentioned three objectives of an advertising program.  How can you judge the very kind of the objective a specific advertising program serves?

Question 2

How many ways are there for you to control costs of advertisement?

Question 3

As for the products of your company, which media do you think is the best one for advertising?  And why?

（2）       个人意见法：用一般疑问句

Question 4

Do you think timely adjusting is just as important as preparation beforehand in the development of an advertisement program?

Question 5

I heard you talked about evaluation systems of advertisement, and found myself quite interested in it.  Has your company adopted/evolved such a system?  How does it work?

Question 6

Do you believe/agree/support that advertisement is the best way in promoting sales?