| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Waneer u u advertensie voorberei, moet u eerste u produk se unieke verkoops posisie definieer (UVP). |
| To find the USP, ask yourself "How is this product different?" |
Om die UVP te vind, vra uself "Hoe is heirdie produk anders?" |
| Make a list of your product's pros and cons. |
Maak 'n lys van u produk se goeie punte en slegte punte. |
| This will help you think about what message you want your ad to send. |
Dit sal u hulp om te dink oor watse boodskap u wil he moet die advertensie stuur. |
| 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). |
Posisioneering is 'n poging om 'n produk in 'n sekere kategorie te plas in die verbruiker se kop: "Die beste", by voorbeeld (Die beste lekker ruik goed, beste gaskoeldrank, ens.) Alhoewel, "die beste" vreeslik moeilik is om te bepal vir 'n nuwe handelsmerk.) |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
Verskilende soorte van posisioneering is Teen (Byvoorbeeld, Hertz teen Avis, 7-up teen Colas). Niche ('N onderverdeling van 'n kategorie), Nuut, en Traditioneel. |
| A Brand Character Statement sets the tone for an entire campaign. |
'N Handelsmerk Karakter Verklaaring stel die toon vir die hele veldtog. |
| 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. |
'N eenvoudige manier om u advertensie voorteberei is met die verklaaring: "Om te adverteer sal: ____A____ ___B____ dat ____C____IS___D____. Ondersteuning sal ____E____.. Steemtoon sal wees ___F____." A is dan jou werkswoord, B is u demografiese teiken. (Soos byvoorbeeld, "Jong dames tussen 14=18 jaar oud.), C is u produk, D is byvoeglike naamwoord of sin. |
| E is what the meat of your ad will be. |
E is wat die vleis van u advertensie sal wees. |
| F is your ad's "attitude". |
F is die "Houding" van u advertensie. |
| 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." |
Byvoorbeeld, "Om te adverteer sal artistieke tipes tussen 18-35 oortuig dat Apple rekenaars "hip" en "cool" is. Ondersteuning sal wees twee mans wat praat oor Macs en PCs. Die stemtoon sal skreeusnaaks wees. |
| Part B of this strategy statement is the target audience. |
Gedeelte B van heirde strategietiese stelling is die teikengehoor. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Adverteerders mag baie metode gebruik om nuwe inligting oor heirde groep mense, insluitend demografie, psigografie (Hoe die teiken dink). en fokus groepe, |
| Part C is the product itself. |
Gedeelte C is die produk self. |
| Advertisers spend time studying this as well. |
Adverteerders spandeer tyd om dit te bestudeer. |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
Belangrike vrae om te vra is "Hoekom sal eenige iemand dit koop?" "Wat is die produk se voordeele?" en "Wat is die klient se beeld?" |
| 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. |
Die laaste een is belangrik om oor te dink om seker te maak dat u advertensie wel strook met die openbare persepsie wat die maatskapy geskep het. |
| 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." |
Byvvorbeeld, "hip" of "edgy" advertensies sal heelwaarskynlik nie goed oorgaan met n maatskapy wat 'n publieke beeld het van konserwatief of familie vriendlik nie. |
