问答题
The following answer to an exam question is well-organised, has
few mistakes and addresses each point in the question. However, it was
considered unsatisfactory as a piece of business communication
because: ·it was too vague (no specific details or
examples); ·it didn't make concrete recommendations. Question 1 ·You feel your company's
main product or service would benefit from better publicity. The directors have
asked you to write a proposal putting forward our ideas. ·Write
your proposal for the directors: ·mentioning the product or
service concerned ·stating the shortcomings of the current
advertising ·outlining how your competitors promote their
products or services ·suggesting a different approach to
advertising. To: The directors I would like to
draw your attention to the performance of one of our main products, the energy
drink, Zap. Unfortunately, it has experienced some problems in
the market, while our competitors' products have improved their sales by an
average of 8%. We need to take steps urgently to deal with this
situation. The main problem is our advertising campaign, not
the product. We need to find a different way to advertise the product or out
product will continue to lose market share to its competitors.
By contrast, they have used innovative styles of marketing and advertising, both
on TV and radio and in magazines. In this way, they have attracted a lot of
attention and gained new customers. We must do the same, because customers are
bored of our advertising. My recommendations are as
follows: —we should employ the services of specialists in the
field of advertising to help us define a new campaign. —we
should design some advertisements which feel fresh and attractive and run these
on different types of advertising media: TV, radio, magazines, billboards
etc. —we should use some famous people in the advertisements,
because this will help to persuade consumers that it is a good
product. Please consider these proposals carefully and do not
hesitate to contact me for further details.
问答题Read the exam question and the answer. Underline the parts of
the answer that seem too vague and non-specific.
【正确答案】I would like to draw your attention {{U}}to the performance{{/U}} Unfortunately, {{U}}it has experienced some problems in the market. {{/U}}The {{U}}main problem is our advertising campaign,{{/U}} not the product. We {{U}}need to find a different way to advertise the product.{{/U}} By contrast, {{U}}they have used innovative styles of marketing and advertising,{{/U}} we should {{U}}design some advertisements which feel fresh and attractive{{/U}} and run these on different types of advertising media: TV, radio, magazines, billboards etc. we {{U}}should use some famous people in the advertisements,{{/U}} because this will help to persuade consumers that it is a good product.
【答案解析】
问答题Now improve the answer by adding more specific points in the
places you have indicated.
【正确答案】To: The directors Following the disappointing recent performance of the energy drink, Zap, I would like to suggest some action we can take to reverse this trend. Unfortunately, sales have not grown at all in the last nine months, while our competitors products have improved their sales by an average of 8%. We need to take steps urgently to deal with this situation. The main problem is our advertising campaign. We are still running the original TV advertisement, using the same characters—a number of ordinary people, in their 30s mainly, doing various sports (with the help of ZAP). We need to build a new story around the product, using new characters—perhaps well-known athletes—to advertise the product or it will continue to lose market share to its competitors. By contrast, our competitors have focused on the youth market by sponsoring events such as the World Skateboard championships. They have also placed their energy drinks in more specialized shops, like cycling shops. In this way, they have attracted a lot of new customers. We must do the same. My recommendations are as follows: —to employ the some advertising specialists to help us define a new campaign. —to create advertisements which appeal to a younger age group and use more humour, These could be run on TV but also on the Internet where young people are more likely to see them. —to get the endorsement of an up-and-coming sporting hero, a footballer for example, that young people can really identify with. Please consider these proposals carefully and do not hesitate to contact me for further details.