| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
当你在准备为产品制作广告的时候，首先要做的就是如何定义这个产品的“独特卖点”。 |
| To find the USP, ask yourself "How is this product different?" |
也就是说，问一问你自己，你的产品究竟有什么与众不同之处？ |
| Make a list of your product's pros and cons. |
你可以列一下产品的优缺点， |
| This will help you think about what message you want your ad to send. |
这将会帮助你找到产品广告中所要宣传的信息。 |
| 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). |
这种找寻卖点的方式就是“定位”，也就是尝试让顾客将你的产品归于一个特定的类别。例如，最佳XX（最佳除臭剂，最佳苏打水等等）当然，对于新品牌来说，做到“最佳”是一件很困难的事情。 |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
通常来说，同类产品的不同品牌会有相对不同的定位。（例如赫兹租车和艾维斯租车，七喜饮品和可乐饮品），这些定位可以是更细化（在一个类别之下更加精准的细分），可以是更新颖或者更传统。 |
| A Brand Character Statement sets the tone for an entire campaign. |
品牌特点的说明奠定了整个广告的基调。 |
| 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. |
这里有个简单的说明格式，也许可以帮助你进行广告的创作：“该广告是以宣传 ____1____ 是____2_____ 为目的，针对客户为____3_____ 。故事支撑 是 ____4_____。整个广告的风格是____5_____。 " 其中， 1是产品名称，2 是形容性词语或者短语，而3是特定人群（例如14岁到18岁的女孩）。 |
| E is what the meat of your ad will be. |
4指的是整个广告的故事线索。 |
| F is your ad's "attitude". |
5是广告的风格或者想要表达的理念。 |
| 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." |
举个例子来说，“该广告是以宣传苹果电脑既酷又新潮为目的，针对用户为18至35岁的文艺青年。故事支撑是两个人一起谈论着苹果笔记本电脑和台式电脑。整个广告的风格是幽默风趣。” |
| Part B of this strategy statement is the target audience. |
特定人群3也就该产品或者品牌的目标人群。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
广告商要做的就是尽可能地获得这些目标人群的信息，包括人口信息，消费心理（目标人群所想）以及关注点。 |
| Part C is the product itself. |
而有关产品本身， |
| Advertisers spend time studying this as well. |
广告商也必须花时间仔细研究。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
要想办法搞清楚这些问题的答案：“人们为何要买这个产品？” “该产品有什么优势？”以及 “目标人群是怎样的形象？” |
| 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. |
最后一点，品牌的广告风格或者宣传理念不能有悖于品牌以往树立的大众形象。 |
| 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." |
打个比方说。如果一个公司的品牌形象是“保守传统的”和“家庭适用的”，那么特别新潮或者十分标新立异的广告也许不会适合该品牌。 |
