| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
在准备广告时，你应该首先定义产品的独特销售卖点 (USP)。 |
| To find the USP, ask yourself "How is this product different?" |
要找到独特销售卖点，请问自己“这个产品有何不同？” |
| Make a list of your product's pros and cons. |
列出你产品的优点和缺点。 |
| This will help you think about what message you want your ad to send. |
这将帮助你想好你希望这广告传达什么讯息。 |
| 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). |
定位是试图将产品归入消费者心目中的某个类别：例如“最好的”（最好的除臭剂、最好的苏打水及等等）（但是，“最好的”对于新品牌来说很难建立）。 |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
定位类型是比较的（例如，Hertz 与 Avis、7-up 与 colas）、称心的（一个类别的细分）、新的和传统的。 |
| A Brand Character Statement sets the tone for an entire campaign. |
品牌特征声明为整个活动定下风格。 |
| 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. |
开始准备广告的一个简单方法是使用以下语句：“广告将 ____A_____ ____B_____ ____C_____ 是 ____D_____。支持将是 ____E_____。风格将是 ____F_____。” 其中 A 是动词，B 是目标人群（例如“14-18 岁的女孩”），C 是您的产品，D 是形容词或短语。 |
| E is what the meat of your ad will be. |
E 是您广告的内容。 |
| 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，“广告会让 18-35 岁的艺术型人士相信苹果电脑既时髦又酷。支持将是两个讨论 Mac 和 PC 的人。语气会很幽默。” |
| Part B of this strategy statement is the target audience. |
本战略声明的 B 部分是目标受众。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
广告商使用许多方法来获取有关该群体的信息，包括人口统计、心理统计（目标的想法）和焦点小组。 |
| Part C is the product itself. |
产品本身是C 部分。 |
| Advertisers spend time studying this as well. |
广告商也花时间研究这一点。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
要问的重要问题是“为什么有人会买这个？” “产品的优势是什么？” 和“客户的形象是什么？” |
| 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. |
最后一个是重要的考虑因素是确保您的广告不会与公司为自己创造的公众形象相冲突。 |
| 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，时髦或前卫的广告不适用于公众形象为“保守”和/或“家庭友好”的公司。 |
