| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Wakati wa kuandaa tangazo lako, inakubidi kwanza kufafanua upekee wa bidhaa yako katika soko (UBS) |
| To find the USP, ask yourself "How is this product different?" |
Ili kupata pekee wa bidhaa yako katika soko (UBS), jiulize "kitu gani kinaitofautisha bidhaa yako na bidhaa nyingine?" |
| Make a list of your product's pros and cons. |
Orodhesha faida na mapungufu ya bidhaa yako. |
| This will help you think about what message you want your ad to send. |
Hii itakusaidia katika kufikiria juu ya ujumbe utakaotolewa katika tangazo lako. |
| 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). |
Kupanga bidhaa katika nafasi ni kitendo cha kuiweka bidhaa kwenye kundi fulani katika mitazamo ya fikra za mteja. "bidhaa bora zaidi". kwa mfano(kionodoa harufu/manukato bora, soda bora, nk.) |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
Aina za upangaji bidhaa Mkinzano (mf, Hertz vs. Avis, 7-up vs. cola), Niche (Sehemu ya mgawanyo wa bidhaa katika soko), Mpya, na Asilia |
| A Brand Character Statement sets the tone for an entire campaign. |
Kauli ya sifa ya chapa hutoa toni kwa ajili ya kampaini nzima ya matangazo. |
| 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. |
Njia rahisi ya kuanza maandalizi ya tangazo ni kutumia hii kauli: "Tangazo lita______A______ _____B_____ kwamba________C_______ni_____D_____. Msaada utakuwa_____E____. Toni itakuwa____F____. " Ambapo A ni kitenzi, B ni walengwa (kama vile, "wasichana wa umri kati ya miaka 14-18), C ni bidhaa yako, na D ni kivumishi au kauli. |
| E is what the meat of your ad will be. |
E ni kile kitakachokuwa kiini cha tangazo lako. |
| F is your ad's "attitude". |
F ni "mtazamo" wa tangazo lako |
| 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." |
Kwa mfano, "Tangazo litawashawishi wasanii wa umri wa miaka 18-35 kwamba kompyuta za Apple ni nzuri na zenye kuvutia" Msaa utakuwa ni wanaume wawili wawakijadiliana kuhusu kompyuta za Mac na PCs. Toni yao itakuwa ya ucheshi |
| Part B of this strategy statement is the target audience. |
Sehemu B itakuwa ni adhira lengwa |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Watangaza-biashara hutumia mbinu nyingi katika kupaa taarifa juu ya kundi hili, wakijumuisha takwimu za idadi ya watu, takwimu za tabia (jinsi gani adhira lengwa inavyofikiri) na makundi lengwa |
| Part C is the product itself. |
Sehemu C ni bidhaa husika |
| Advertisers spend time studying this as well. |
Watangaza-biashara wanatumia muda mwing kujifunza juu ya hili pia. |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
Maswali muhimu ya kuuliza ni "Kwa nini mtu anunue bidhaa?" "Nin faida a bidhaa?" na "Nini mtazamo wa mteja kuhusu bidhaa" |
| 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. |
Mwisho. ni muhimu kuhakikisha kwamba tangazo halisababishi mtazamo hasi juu ya jina kampuni ambalo kampuni imejitengenezea katika soko. |
| 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." |
Kwa mfano, matangazo yenye kauli zenye hisia kali za kimtazamo hayawezikuwa mazuri kwa kampun yenye "mtazamo wa isiyobadilika" na/au "mtazamo rafiki wa kifamilia" |
