| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
當你在準備廣告時，你應先決定產品的獨特賣點 (USP)。 |
| To find the USP, ask yourself "How is this product different?" |
要決定產品的獨特賣點，你需要問問：這產品有什麼與眾不同的地方？ |
| Make a list of your product's pros and cons. |
然後，列出你產品的優點和缺點。 |
| This will help you think about what message you want your ad to send. |
這有助你構思藉由廣告帶出的信息。 |
| 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). |
定位是指將產品放入消費者心中一個特定的類別：例如“最好的”（最好的止汗劑，最好的汽水等）（但是“最好的”這個類別並不適用於新創品牌）。 |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
而定位的類別是對立的，例如赫茲與安飛士或七喜與可樂。其他類別亦包括小眾 (類別的分支之一)，創新以及傳統。 |
| A Brand Character Statement sets the tone for an entire campaign. |
一個品牌的理念決定了整個廣告的風格。 |
| 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. |
以下句子能簡單助你準備你的廣告：廣告將要＿Ａ＿Ｂ＿，＿Ｃ＿是＿Ｄ＿。以支持這個說法，廣告將出現＿Ｅ＿，而且會採用＿Ｆ＿風格。Ａ是一個動詞，Ｂ是目標客戶（例如“14-18歲之間的女士”），Ｃ是你的產品，Ｄ是形容你產品的詞語或短句。 |
| E is what the meat of your ad will be. |
E 是你廣告的內容。 |
| F is your ad's "attitude". |
F則是你廣告的風格。 |
| 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." |
例如：廣告將要說服富藝術感的18-35歲人士，蘋果電腦是時尚的象徵。以支持這個說法，廣告將出現兩位男士正討論Mac和普通電腦，而且會採用幽默的風格。 |
| Part B of this strategy statement is the target audience. |
這個策略的下半部分是目標受眾。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
廣告商會利用很多方法獲取目標受眾的資料，包括人口統計學，心理學（目標受眾的想法）以及重點小組研究。 |
| Part C is the product itself. |
而策略的最後部分則是產品自身。 |
| Advertisers spend time studying this as well. |
廣告商亦會花時間研究這一點。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
其中有幾個很重要的考慮因素：為什麼客戶會購買此產品 / 產品的優勢是什麼 / 客戶對產品有什麼看法。 |
| 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. |
最後亦是最重要的一環，應如何確保大眾透過廣告所接收的信息正是你想傳遞的。 |
| 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." |
譬如，一間形象保守及老少咸宜的公司則不適合流行或前衛的廣告。 |
