When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Unapo andaa tangazo, inabidi kwanza ufafanue pendekezo cha kipekee cha mauzo. |
To find the USP, ask yourself "How is this product different?" |
Ili kupata pendekezo cha kipekee cha mauzo, jiulize "Hii bidhaa ni tofauti kwa njia gani?" |
Make a list of your product's pros and cons. |
Andaa orodha ya uzuri na upungufu wa bidhaa yako. |
This will help you think about what message you want your ad to send. |
Hii itakusaidia kutafakari ujumbe itakayo sambazwa na 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). |
Onyesho ya bidhaa ni jaribio kuweka bidhaa katika kitengo fulani katika mawazo ya wateja: "bora zaidi", kwa mfano (manukato bora zaidi, soda bora zaidi, na kadhalika) ("bora zaidi" ni, hata hivyo, ni sifa ngumu kubainisha kwa bidhaa mpya. |
Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
Aina ya vitengo ni dhidi ya (kama vile Hertz na Avia, 7-up na Colas), Kitengo (mgawanyiko wa kitengo), mpya, na ya kawaida. |
A Brand Character Statement sets the tone for an entire campaign. |
Kauli ya uhalisi wa bidhaa ina bainisha mkondo wa kampeni yote ya mauzo. |
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 kuandaa tangazo lako ni kupitia kauli hii: "Tangazo lita.......A...............B..............kwamba.........C...........ni..........D.......... Usaidizi itakuwa.............E............... Mtazamo utakuwa..............F.............."Ambapo A ni kitendo, B ni idadi husika ya watu (kama vile, "wasichana kati ya miaka 14-18"), C ni bidhaa yako, D ni kivumishi au maneno. |
E is what the meat of your ad will be. |
E ndiyo itakuwa mada kuu ya tangazo ya mauzo. |
F is your ad's "attitude". |
F ndiyo mtazamo ya tangazo ya mauzo. |
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, "Matangazo yatashawishi walio na usanii kati ya miaka 18-35 kwamba tarakilishi za Apple ni bora. Katika kusaidiana itakuwa watu wawili wakijadiliana kuhusu Macs and PCs kutumia ucheshi. |
Part B of this strategy statement is the target audience. |
Sehemu B ya hii kauli ya mkakati ndiyo soko husika. |
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 hiki kikundi, pamoja na idadi ya watu, saikolojia na majadiliani ya vikundi. |
Part C is the product itself. |
Sehemu C ni bidhaa yenyewe. |
Advertisers spend time studying this as well. |
Watangazaji huchukua muda kuzingatia 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 kuuliza ni "Mbona mtu yeyote anunue bidhaa hii?" "Ni nini faida ya bidhaa hii?" na "Sifa ya mteja ni gani?" |
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. |
Ya mwisho ni muhimu kuzingatia ili kuhakikisha kwamba tangazo lako haihitilafiani na mtazamo ambao kampuni imedumisha kwa wateja wake. |
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 shaufu huenda yakaiharibia sifa kampuni inayojiulikana kwa kuwa yenye maadili ya kijamii. |