| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Atunci cand iti pregatesti reclama, in primul rand ar trebui sa definesti calitatea unică a produsului tau. |
| To find the USP, ask yourself "How is this product different?" |
Pentru a gasit calitatea unica a produsului tau, intreaba-te ''Cum este acest produs diferit?'' |
| Make a list of your product's pros and cons. |
Fa o lista de pro si contra produsului tau. |
| This will help you think about what message you want your ad to send. |
Aceasta te va ajuta sa te gandesti la ce mesaje vrei ca reclama ta sa transmita. |
| Positioning is an attempt to place a product into a certain category in consumers' minds: "the best", for example (best deodorant, best soda, etc.) ("The best" is, however, extremely difficult to establish for a new brand). |
Pozitionarea este o incercare de a plasa produsul intr-o anumita categorie in mintea consumatorilor: ''cel mai bun'', de exemplu (cel mai bun deodorant, cea mai buna bautura carbogazoasa, etc.) (In orice caz, ''Cel mai bun'' este extrem de dificil de stabilit pentru o marca noua). |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
Tipurile de pozitionare sunt Impotriva (Hertz vs. Avis, 7-up vs. colas), Nisa (o subdiviziune a unei categorii), Nou si Traditional. |
| A Brand Character Statement sets the tone for an entire campaign. |
Afirmatia caracteristica unei marci fixeaza tonul pentru o intreaga campanie. |
| A simple way to start preparing your advertisement is with this statement: "Advertising will ____A_____ ____B_____ that ____C_____ is ____D_____. Support will be ____E_____. Tone will be ____F_____." where A is a verb, B is a target demographic (such as, "girls between 14-18 years old"), C is your product, D is an adjective or phrase. |
O matoda simpla pentru a incepe pregatirea reclamii tale este cu eceasta afirmatie: ''Reclama va ____A_____ ____B_____ care ____C_____ este ____D_____. Suportul va fi ____E_____. Tonul va fi ____F_____.". Unde A este un verb, B este o tinta demografica ( cum ar fi, ''fetele intre 14-18 ani''), C este produsul tau, D este un adjectiv sau o fraza. |
| E is what the meat of your ad will be. |
E este corpul reclamii tale. |
| F is your ad's "attitude". |
F este ''atitudinea'' reclamei tale. |
| For example, "Advertising will convince artistic types age 18-35 that Apple computers are hip and cool. Support will be two men discussing Macs and PCs. Tone will be humorous." |
De exemplu, ''Reclama va convinge persoanele artistice cu varste cuprinse intre 18-35 ani ca calculatoarele Apple sunt misto. Suportul va fi di barbati care discuta despre Mac-uri si PC-uri. Tonul va fi umoristic. |
| Part B of this strategy statement is the target audience. |
Partea B a acestei afirmatii strategice este audienta vizata. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Agentii de publicitate utilizeaza multe metode pentru a aduna informatia despre acest grup, inclusiv date demografice, psihografice (cum gandeste tinta), si grupuride concentrare. |
| Part C is the product itself. |
Partea C este produsul in sine. |
| Advertisers spend time studying this as well. |
Agentii de publicitate de asemenea petrec timp studiind aceasta. |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
Intrebare importanta de pus este ''De ce ar cumpara cineva asta?'' ''Care este avantajul produsului?'' si ''Care este imaginea clientului?'' |
| The last one is important to consider in order to make sure that your ad doesn't jar with the public perception the company has created for itself. |
Ultima este de luat in considerare pentru a fi sigur ca reclama ta nu este in concordanta cu perceptia publicului creata de companie pentru sine. |
| For example, hip or edgy ads probably won't go over well with a company that has a public image of being "conservative" and/or "family friendly." |
De exemplu, reclamele extremiste nu vor fi in legatura buna cu o companie care are o imagine publica ''conservativa'' si/sau ''prietenoasa''. |
