你真的想要成功吗.docx

Document number【AA80KGB-AA98YT-AAT8CB-2A6UT-A18GG】
你真的想要成功吗

你真的想要成功吗
Do you sincerely want toaduate school in advertising administration.
现在你们将开始这个奥美的业务训练课程。我们已经持续进行了18年了，并且每年不断地改进，去旧存菁。目前,几乎可以说是业界最好的训练课程。就好象是广告管理中的研究所。
It’s all here …if you want to take advantage of it.
所有的资料都列在这里iiiiii 如果您想好好利用它。
So her are some thoughts for you to keep in mind as you embark on your account management career:
所以这里是一些想法，当你从事广告业务时应该谨记在心的：
1. Remember that clients hire us for advertising …
1　永远记得，客户是为了做广告才找我们的iiiiii
Not for marketing ...research…media…promotion.
不是为了行销iiiiii 市调iiiiii 媒体iiiiii 促销。
All these are vital elements in the process -- things that contribute to advertising … to sales … and to setting us apart from all other agencies.
所有这些项目是广告过程中的一些重要元素――这些元素对广告iiiiii 对销售iiiiii 有相当的贡献，同时是让我们与其他代理商有所差别的原因。
But they are means -- not ends. The purpose of our business and the reason clients hire us is advertising.
但是这些是方法――而不是结果。我们这行业的目的及客户为何选择我们的理由是广告。
We have a creative heritage that must never be forgotten.
千万不要忘记我们有一个创意的祖荫。
Unless you learn how to recognized, encourage and defend great advertising, there’s only so far you can go in this business.
除非你学会如何去辨认、鼓励，并保护伟大的广告，否则你在这行业的成就就仅止于此了。
2. Become a student of advertising .
2．成为一个广告的学生。
Our first Smith Barney commercial with John Houseman says, “Good investments don’t come up and bite you on the bottom.” Good advertisements don’t either.
John Houseman在我们第一支Smith Barney的影片中说，“好的投资不会自动找上门来：。好的广告亦然。
You must know that to look for --key visual, selling ideas, campaigns. Consumer benefits, not manufacture claims or product attributes. Emotional benefits as well as rational promises.
你必须知道寻求重点――主要视觉点，销售创意，系列广告活动，消费者利益点，而非厂商的诉求或产品属性。感性的利益点和理性的承诺点一样都重要。
Do you homework -- be firm in refusing to support copy you find wanting. Demonstrate that you know the different between brilliant creative work…and that which is simply flashy.
做你的家庭作业――当你拒绝去支持一篇你觉得不够好的文案时，态度要坚