When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
当你准备策划广告时,你应当首先定义你的产品的独特销售主张。 |
To find the USP, ask yourself "How is this product different?" |
要寻找独特销售主张,问一下你自己“这个产品有何不同之处?” |
Make a list of your product's pros and cons. |
关于你产品的优势和劣势列一个清单。 |
This will help you think about what message you want your ad to send. |
这有助于你思考你的广告想要传达什么信息。 |
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). |
定位是把一个产品归类为一种特定的品类而出现在消费者思想里的一种尝试:“最好”,例如(最好的除臭剂,最好的苏打等等)(然而,“最好”是一个新品牌极难去建立的)。 |
Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
定位的类型包括对抗(例如,赫兹对抗阿维斯,七喜对抗可口可乐),利基(一个品类的分支),新的,和传统的。 |
A Brand Character Statement sets the tone for an entire campaign. |
品牌特征陈述奠定了整个活动的基调。 |
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. |
开始准备你的广告策划的一个简单方式是跟随这个陈述:“广告将会_A_ _B_,_C_is_D_.支持将会是_E_.基调将会是_F_.”这里的A是一个动词,B是目标群体(例如,“14-18岁的女孩”),C是你的产品,D是一个形容词或者短语。 |
E is what the meat of your ad will be. |
E代表你的广告的意义是什么。 |
F is your ad's "attitude". |
F代表你广告的“态度”。 |
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." |
例如,“广告将使18-35岁的艺术家信服苹果电脑是时尚和酷的。支持将会是两个男人讨论着苹果电脑和其他电脑。基调将会是幽默的。 |
Part B of this strategy statement is the target audience. |
这个战略陈述的B部分是目标客户。 |
Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
广告商利用多种方法去获取这部分群体的信息,包括人口统计法,心理统计法(目标客户是怎么想的),和焦点团体法。 |
Part C is the product itself. |
C部分是产品本身。 |
Advertisers spend time studying this as well. |
广告商也要花时间去学习这个。 |
Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
要问的重要的问题是“为什么任何人会买这个?”“这个产品的优势是什么?”和“客户的形象是什么?” |
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. |
这最后一点是很重要的,目的是确保你的广告和公司给自己创造的公共理念保持协调。 |
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." |
例如,时尚前卫的广告和一个具有“保守”和/或“家庭友好”公共形象的公司不匹配。 |