Promoting a new model

　　The car manufacturer you work for plans to produce a new model and to target consumers between 18 and 25 years old.

　　You have been asked to make suggestions for promoting the car.

　　Discuss the situation together, and decide:

　　* Which features of a car might be important to the target group

　　* How an advertising campaign could present the car

　　* Where you could advertise the car

　　推出新款车

　　你所在的汽车生产厂计划推出一款新车， 并将目标人群定为18岁到25岁的顾客群。请一起讨论， 为这款车的促销提出意见，内容包括：

　　* 这款车的那些特性对目标人群来说很重要

　　* 在广告宣传中应该以怎样的形式推出这款车

　　* 广告应该发布在哪里

　　【词汇&短语】

　　主要使用者 prime user 手机短信 text message

　　小体积 compact size 配置，装置 outfit

　　第一印象 at first sight 战略，策略 strategy

　　【参考范例】

　　A: That is the most recently developed model of the company. The target consumers are aged between 18 to 25 years old. Now, let’s have a discussion about how to promote it. Please fell free to share with us whatever it is in your mind.

　　B: At first sight, I’m really positive that the prime user of this model will be youngster rather than the middle aged. Look! It is of compact size, yet with modernized outfits, really appealing to young and fashionable people. I think this is the real pluses of it.

　　C: You are right. We are probably looking at the best seller of this season. But don’t forget that our competitors also have launched new models recently. The point is how to do advertising campaign against them.

　　A: I think the features of the model just speak for themselves. The only thing we need to do is try to get our potential buyers to take a look at the car.

　　B: We can invite pop stars to present the model, and then the new model will appeal to the youngsters.

　　C: Good idea! So we have to design everything on a target-based strategy. I believe the so called“star effect”will work. According to a recent survey, the consumers do care about who is presenting the product. We should take advantage of it.

　　A: The launching of the new model needs perfect timing. I believe autumn is a good reason. Because it is a time when students left college and go forth into the word. Some of them will find themselves in great need of a vehicle to communicate to their working cities.

　　B: Ok, I think we covered this point perfectly. Shall we move on to the next subject?

　　C: Yeah. The launching of the new model is also a vital factor. In your perspective, where should we advertise the car?

　　A: The feedback from our retailers and the market research indicated that internet and text messages, instead of trade affairs, are ideal media for advertising the new the model.

　　B: It makes senses. After all, our target consumers are young customers and these guys just can not live without computers and cell phones. Since they prefer stay at home surfing the internet and sending text messages, it is not difficult to find our best channels to launch the new car.

　　C: You can hardly imagine how fast words can travel in the internet world in these days. If some buyers think highly of our car and say something in favor of it in the internet community, lots of internet users will know it overnight. It is a good choice.