| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
When preparing your ad, you must first determine the unique selling point of your product (USP). |
| To find the USP, ask yourself "How is this product different?" |
To find a USP, ask yourself, "How is this product different?" |
| Make a list of your product's pros and cons. |
Make a list of the pros and cons of your product. |
| This will help you think about what message you want your ad to send. |
This will help you think about what message you want your ad to send. |
| 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). |
Positioning is an attempt to place a product in a certain category in the minds of consumers: for example, “best” (best deodorant, best soda, etc.) (However, “new” is extremely difficult to establish for a new brand). |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
Types of positioning: Against (for example, Hertz against Avis, 7 up against the count), Niche (division of the category), New and Traditional. |
| A Brand Character Statement sets the tone for an entire campaign. |
A brand statement sets the tone for the entire campaign. |
| 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. |
An easy way to start preparing your ad is to make the following statement: “The advertisement is ____A_____ ____B_____ will be ____C_____ ____D_____. Support will be ____E_____. The tone will be ____F_____. " where A is the verb, B is the target demographics (for example, “girls aged 14 to 18”), C is your product, D is the adjective or phrase. |
| E is what the meat of your ad will be. |
E is what the meat of your ad will be. |
| F is your ad's "attitude". |
F is the position of your ad. |
| 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." |
For example, “Advertising will convince artists between the ages of 18 and 35 that Apple computers are cool and cool. Support will receive two men discussing Mac computers and PCs. The tone will be funny. ” |
| Part B of this strategy statement is the target audience. |
Part B of this strategy statement is the target audience. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Advertisers use many methods to get information about this group, including demography, psychography (as the goal thinks), and focus groups. |
| Part C is the product itself. |
Part C is the product itself. |
| Advertisers spend time studying this as well. |
Advertisers spend time learning this as well. |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
Important questions to ask are: “Why would anyone buy this?” "What is the advantage of the product?" and "What is the image of the customer?" |
| 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. |
The latter is important to consider in order to make sure that your ad does not correspond to the general perception that 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." |
For example, fashionable or harsh advertising probably will not go well with a company that has a public reputation as a “conservative” and / or “friendly family”. |
