| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
當你在準備做廣告行銷時，你應該先定義你的產品的賣點。 |
| To find the USP, ask yourself "How is this product different?" |
要找出賣點，問問你自己：「是甚麼讓這個產品獨特？」 |
| Make a list of your product's pros and cons. |
列出這個產品的優缺點清單。 |
| This will help you think about what message you want your ad to send. |
這會幫助你思考你的廣告要傳遞的訊息。 |
| 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). |
定位是試圖將產品置於客戶心中的特定類別，例如：「最好的」（最好的除臭劑、最好的汽水等等...）
（不過對新品牌來說，「最好的」是非常難建立的） |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
定位的種類有對抗（例如赫茲租車和安維斯租車、七喜和可樂）、利基（特定種類的分支）、全新、傳統。 |
| A Brand Character Statement sets the tone for an entire campaign. |
品牌特色聲明為整個活動定調。 |
| 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. |
最簡單的一句準備廣告的聲明：「廣告會讓BAC是D。實際內容是E。風格為F。」A是動詞、B是目標客群（例如14-18歲的女孩）、C是你的產品、D是形容詞或一段話。 |
| E is what the meat of your ad will be. |
E是你的廣告的內容亮點。 |
| F is your ad's "attitude". |
F是你的廣告的＂態度＂。 |
| 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." |
舉例來說，「廣告會讓18-35歲的藝術類型被說服Apple電腦是時髦又酷的。實際內容是兩個男人討論Macs和PCs。風格為幽默的。」 |
| Part B of this strategy statement is the target audience. |
策略聲明B部分是目標觀眾。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
廣告者使用很多方法蒐集有關這族群的資訊，包括人口統計、心理變數（目標客群的想法）、和聚焦族群。 |
| Part C is the product itself. |
C部分是產品本身。 |
| Advertisers spend time studying this as well. |
廣告者也花時間研究這個部分。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
重要的問題是「為什麼有人要買這個？」、「這個產品的優勢是甚麼？」、「顧客的想像是甚麼？」 |
| 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. |
為了確保你的廣告不會受限於大眾對公司本身的想法，最後一點考量很重要。 |
| 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." |
例如，一家大眾印象較為「保守」或「闔家歡樂」的公司可能無法順利使用時髦前衛的廣告。 |
