| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
在准备广告时，您应该首先寻找到产品的独特销售定位。 |
| To find the USP, ask yourself "How is this product different?" |
为了寻找到独特销售定位，可以先问自己“这个产品特殊在哪里？” |
| Make a list of your product's pros and cons. |
罗列出产品的优缺点。 |
| This will help you think about what message you want your ad to send. |
这样可以帮助您理清广告中需要传递什么信息。 |
| 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). |
定位是为了在顾客心中把产品归类到某一特定的品类，也就是“最好的”这一类，比如：最好的除臭剂、最好的苏打等等。尽管做到“最好”对于一个新成立的品牌来说十分困难。 |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
定位的类型有：对标，例如，赫兹vs.阿维斯，7-up vs.可乐；市场定位（定位类别中的一个小分类）；新颖和传统。 |
| A Brand Character Statement sets the tone for an entire campaign. |
一个品牌的特征陈述为广告定下了基调。 |
| 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. |
着手准备广告有一个比较简单方法，可以套用以下“公式”：“广告将A B，C是D。展现内容是E。 基调是F。”在A处填写动词；B处填写目标人群，如：14-18岁的女生；C处填写您的产品名称；D处是形容产品的形容词或短语。 |
| E is what the meat of your ad will be. |
E处填写您广告打算包含的内容。 |
| F is your ad's "attitude". |
F是您广告的“态度”。 |
| 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." |
例如，“广告将让年龄在18-35岁之间的艺术人士相信苹果电脑既时髦又酷。展现内容是两个男人讨论Mac和PC。基调是幽默。” |
| Part B of this strategy statement is the target audience. |
这一“公式”中，B处是目标受众。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
广告商通过多种方式获取这一群体的信息，包括：人口统计、心理状态统计（目标群体的内心）以及焦点群体。 |
| Part C is the product itself. |
C处是产品本身。 |
| Advertisers spend time studying this as well. |
广告商也需要花时间研究这一部分。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
询问几个重要的问题：“为什么人们愿意买这个产品？”“产品的优点是什么？”以及“用户侧写是什么？” |
| 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. |
最后一个问题很重要，它确保了公司创作的广告内容可以被大众所理解。 |
| 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." |
就比如，传统、且受众群体面向家庭的公司不会适合时尚、前卫的广告。 |
