如何向上司做市场调查简报

奉了上司之命，Jennifer负责策划一项广告活动。由于广告促销的成效对销售业绩将有决定性的影响，因此这可不是份轻松的差事；尤其在做好决定之后，该如何向上司说明，以取得他们的支持，则有赖于做简报的技巧和方式。

I'm here today to present my research about the advertising¹ campaign for the Kitchen Master microwave oven. Since this is a new product, our main goal is to establish brand awareness² among our target audience, which is working women, aged³ 25 to 40.

今天我要向各位报告的是为“大厨师”微波炉广告所做调查的结果。由于“大厨师”是新产品，我们的广告必须要在目标顾客群中，也就是25岁至40岁的职业妇女中，建立起品牌知名度。

According to my figures, of the working women we polled, 50% said they read at least one of the top-five selling women's magazines in Taiwan. And a full 80% said they watch at least one hour of television each night. 

根据我所得到的数据，接受调查访问的职业妇女中，有百分之五十的人表示，她们阅读台湾最畅销的五本妇女杂志中至少一本。而有整整百分之八十的受访者表示，她们每晚至少看一个小时的电视。

If you'll take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements. I suggest 60% of the budget go toward spot ads, 35% toward print ads, and 5% towardoutdoor advertising.

如果各位看一下这张图表，就可以知道，最好的媒体组合是，电视和杂志广告并用。我建议将预算的百分之六十拨给电视广告，百分之三十五给杂志，其余的百分之五做户外广告。

To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen⁴ the chance of failure.

总的来说，即使我们的目标顾客已很清晰，但新产品上巿本来就像赌博，没人能有十成的把握。然而，媒体组合选用得当，我们自然会降低失败的机率。