| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Unapotayarisha tangazo lako, unafaa kwanza kufafanua maoni ya kipekee ya kuuza bidhaa yako (USP). |
| To find the USP, ask yourself "How is this product different?" |
Ili kuipata USP, jiulize "Bidhaa hii ni tofauti jinsi gani?" |
| Make a list of your product's pros and cons. |
Tengeneza orodha ya faida na hasara za bidhaa yako. |
| This will help you think about what message you want your ad to send. |
Hii itakusaidia kufikiria ni ujumbe upi unataka tangazo lako litume. |
| 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). |
Uwekaji ni jaribio la kuweka bidhaa kwenye jamii fulani katika akili ya mtumizi: "ile bora zaidi", kwa mfano (manukato bora zaidi, soda bora zaidi, n.k) (Hata hivyo, ni vigumu sana kwa bidhaa mpya kuanza na "bora zaidi"). |
| 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 uwekaji ni Dhidi ya (k.m, Hertz dhidi ya Avis, 7-up dhidi ya cola), Nafasi ya kuuzia watu hususa bidhaa hususa (mgawanyiko katika jamii), Mpya, na tamaduni. |
| A Brand Character Statement sets the tone for an entire campaign. |
Taarifa ya Aina ya bidhaa Husika huanzisha hisia zitakazokuwepo muda wote utakaofuata. |
| 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 kutayarisha tangazo lako ni kupitia kauli hii: "Kutangaza kuta___A___ ___B___ kwamba ___C___ ni ___D___. Msaada utakuwa ___E___. Hisi zitakuwa ___F___." Penye A ni kitenzi, B ni kikundi kinacholengwa (kama vile, "wasichana wenye umri wa kati ya miaka 14-18"), C ni bidhaa yako, D ni kivumishi ama kifungu. |
| E is what the meat of your ad will be. |
E ni kile kitakachofanyiza mwili wa 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, "Kutangaza kutawashawishi watu wenye shauku na ubunifu kwamba tarakilishi za Apple zinavutia. Msaada utakuwa wa wanaume wawili wanaozungumza kuhusu Mac na tarakilishi za binafsi. Litakuwa lenye ucheshi." |
| Part B of this strategy statement is the target audience. |
Sehemu ya B ya mkakati wa kauli hii ni wale wanaolengwa. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Watangazaji hutumia njia nyingi kupata habari kuhusu kikundi hiki, kutia ndani idadi ya watu, jinsi wanavyofikiri, na vikundi vya kuzingatia. |
| Part C is the product itself. |
Sehemu ya C ni bidhaa yenyewe. |
| Advertisers spend time studying this as well. |
Watangazaji hutumia muda kuchunguza 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 hii?" "Bidhaa hii ina faida gani?" na "Mteja anaionaje?" |
| 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 kufikiria ili kuhakikisha kwamba tangazo lako halipingani na mtazamo wa umma ambao kampuni imejitengenezea. |
| 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,tangazo lenye usasa au lisilo na uhakika halitaenda vizuri na kampuni ambayo inajulikana na umma kuwa yenye kushikilia tamaduni zake na/au yenye kuhusisha familia nzima. |
