When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
каждая хозяйка занимается стиркой ,но многие дамы привыкли делать это с обычным стиральным порошком,но сегодня я хочу рассказать вам о прекрасной новинке....капсулы для стирки |
To find the USP, ask yourself "How is this product different?" |
удобно , комфортно и без дополнительных трат на пятновыводители
|
Make a list of your product's pros and cons. |
+прекрасный аромат
+отстирывает даже трудно выводимые пятна
+не вызывает аллергии ,и подходит для стирки детских вещей
+доступная цена ,сохранение цвета
-данное средство не доступно во всех городах |
This will help you think about what message you want your ad to send. |
новинка для хозяек 21 века)) |
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). |
попробуйте новинку и не разочаруетесь |
Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
tide vs ariel washing capsules |
A Brand Character Statement sets the tone for an entire campaign. |
борется со всеми видами пятен |
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. |
целевая аудитория девочки 14–80 лет |
E is what the meat of your ad will be. |
новый аромат для ваших вещей |
F is your ad's "attitude". |
нужно попробовать что бы убедиться |
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." |
прекрасная замена надоевшим стиральным порошкам |
Part B of this strategy statement is the target audience. |
неограниченно |
Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
домашнее |
Part C is the product itself. |
удобные в использовании , ароматные и экономные |
Advertisers spend time studying this as well. |
вне конкуренции |
Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
эффективнее ,ароматнее ,удобнее |
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. |
))) |
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." |
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