【正确答案】Sample C
Introduction
This report sets out to illustrate the strengths and weaknesses of our advertising campaign and recommend the appropriate version for future advertising.
Findings
In order to generate the competitive advantage in today's hyper-competitive globle market, we had successfully engaged a well-known advertising agency who has delivered its job perfectly. As the arrangement of our agency, we have attened an exhibition.
They have produced a series of pop advertisement show on television as well as building up a commercial web successfully. There are tremendous benefits have been generated by taking that three action.
1. Through attending the well-know exhibition, not only we have increased the awareness of our customer, but also we haved demonstrated our product of new type mobile phone to their best advantages.
2. We have successfully built up the image of American myth among our target group - young generation through the vivid television shows our product is already the symbol of dynamic energetic image.
3. Our customers have gain a easier access to us by visiting our newly launched web-site through which they can access to our automated order system and again the date they need.
On the other hand, the advertising campaign also exist some disadvantages.
1. The advertisement on television has narrowed the range of our customers. Not only the robust young generation should be taken account of the advertisement producing but also the dynamic business executives should be involved in our consideration.
Conclusions
The advertising campaign has increased the customers' awareness and generated the sales, foster tremendous potential customers and enhanced our reputation effectively. Most importantly, all of these three ways of advertising have present our product effectively and buit up our distinguished image among customers. The weakness also exist in narrowing our target customers.
Recommendation
We should renew our contract of with our advertising agency and lure them to enlarge our image among the aggressive businessman and perfect our web advertising by giving our customers more tools to make them magement their relationship with us.
Band 2
This is an ambitious attempt at the task, particularly in terms of vocabulary. However, it is marred by numerous errors, which obscure communication. This lack of clarity has a negative effect on the reader.
Sample D
Background and purpose of the report Our company, Fish-pro Ltd, carried out an advertising campaign in summer 2004 in co- operation with advertising agency RGS Ltd. Aim of this report is to evaluate how succesfully the campaign was carried out and also to asses main points which need to be taken into account when organising summer 2005 campaign.
Content of the campaign
In the campaign three different methods were used when the customers were approached. Firstly, the current customers of Fish-pro were contacted by sending them a letter including a catalogue presenting all the new products Fish-pro has available. In, addition the general public was approached by the use of two mass medias: magazines and the radio.
Strengths and weaknesses of the campaign
The strength of the campaign was that by using three different methods to approach the current and prospective customers, Fish-pro was able to reach an audience of 100,000 future customers. In addition, according to the survey made withing the current customers after the campaign, Fish-pro strengthened its image as the number one store of proffessional fishing equipment. The weakness of the campaign according to the survey and according to my personal view was that the campaign was very similar to the campaigns that the competitors of Fish-pro have introduced earlier. Therefore it is not certain that Fish-pro is able to increase its market share in the highly competative fishing equipment markets.
Future advertising campaigns
When starting to prepare the summer 2005 campaign I suggest that Fish-pro would carry out a more visible and in certain ways more 'aggressive' campaign compared to the 2004 campaign.
Band 4
This is a very well-organised answer with fairly natural use of language and a good range of structures. However, the final content point is not well developed and there are a number of errors.