TPO11 Lecture 4　BusinessNarratorListen topart of a lecture in a Business Class.

　　Professor
　　Let's get started. Um, last time we were talking about theneed for advertising.Now, let's look at how you can successfully callattention to the service orproduct you want to sell. To succeed, you’vegot to develop a systematicapproach. If you don't come up with a system,um, a plan, you risk **decisions that waste money, or even drive awaypotential customers. But whatdoes a systematic advertising plan look like?Well, it covers what we call -- the‘Four Ms’. The ‘Four Ms’: Market,Media, Money, Message. All are importantareas to focus on when creatingyour advertising plan. We will look at themone by one.The First stepis to look at your Market, that’s the people who might becomecustomers,buyers of your service or product. You need to know all about yourpossiblecustomers: Who are they?What age group are they? What do theylike, ordislike? How do they shop? So, you got that? A market is a groupofpotential customers.Next, Media… Obviously the major media aretelevision, radio, newspapers,magazines, um, billboards, and so forth.There are all avenues ofcommunication. And you need to figure out: Whichmedia you should advertisethrough? Which media will reach your intendedaudience -- your market? So,you do research, trying to determine whichmedia will reach the most potentialcustomers for the lowest cost. Forinstance, if you have a product, that we'llsay teachers would like, thenteachers are your market. So you ask yourself:What magazines do themajority of teachers read? What TV programs doteachers watch? Do teacherslisten to much radio? At what times of the day?Say, now your researchturns up two magazines that teachers read. And it alsoshows that themajority of teachers - say ages twenty to thirty - read themagazine aboutclassroom activities. While most teachers older than that readthe othermagazine, the one about, oh, let’s say—‘Educational Psychology’.You thinkyour product will appeal most to teachers aged twenty to thirty, soyoudecide to put your advertisement in their favor magazine, the oneaboutclassroom activities. You don't waste money advertising in the‘EducationalPsychology’ magazine, you know the one that the youngerteachers generallydon't read. And since you’re reaching the majority ofthe teachers in your targetage group, you’re probably spending your moneywell, which bring us to thethird M -- Money.You have an advertisingbudget to spend, but how do you to spend it wisely. Again, research is thekey. Good research gives you facts, facts that can helpyou decide, well,as we already mentioned, decide the right market to target,and the bestmedia to use. But also: When to advertise? or…or how to get thebest rates?Like, may be you’re advertising Sport equipment, and you havebeen spendingmost of your budget during the holiday season when peoplebuy gifts foreach other. Now, in theory, that would seem a great time toadvertise, butmay be a research shows you’re wrong, that the customers whobuy sportsequipment tend not to give it as a holiday gift, but want to useitthemselves. In that case, advertising during a different season of theyearmight give you better results. And, um, may be it even lower,non-holiday rates,so you actually save money. But you need to get thefacts; facts that comefrom good research to be certain and know for surethat you’re getting yourmoney’s worth.OK, finally, there is yourmessage: What you want to say about your product?Why buying it will makethe customer’s life easier, or safer or better somehow.Whatever themessage is, make sure you get it right. Let me give you anexample of notgetting it right, Ha...ha...ha... you are going to love this one:There wasthis Soup Shop, the soup was really tasty, but there weren't a lotofcustomers. The owner thought that may be if they give something awayforfree with each purchase, then more people would come buy soup. So theygotsome cheap socks, and they advertise to give a pair away with each bowlofsoup. But, then even fewer people came to the restaurant. Well, youcanimagine why. People started to associate the soup with feet; they began to imagine the soup smelled like feet. The advertising massage, soup meansfreesocks, was a bad choice; it was a waste of money. And worse, it causedtheloss of customers.Now, I want everyone to get into small groupsand come up with someexamples, not of good advertising messages, but oftruly disastrous ones.Think of real examples and make them up, and talk about the reasons thosemessages are unsuccessful. And then we’ll get backtogether and share.