| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Unapotayarisha tangazo lako, kwanza kabisa yafaa uonyeshe upekee wa bidhaa yako. |
| To find the USP, ask yourself "How is this product different?" |
Ili ujue upekee huo wa bidhaa yako, yafaa ujiulize "Ni nini tofauti na bidhaa hii?" |
| Make a list of your product's pros and cons. |
Orodhesha uzuri na ubaya wa bidhaa yako. |
| This will help you think about what message you want your ad to send. |
Hii itakusaidia kutafakari ujumbe wako katika 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). |
Kunafasisha ni jaribio la kuiweka bidhaa katika jamii ya aina fulani ndani ya akili za wateja: "bora zaidi", kwa mfano (marashi bora zaidi, soda bora zaidi, na kadhalika) ("Bora zaidi" ingawaje, ni ngumu sana kutambulisha 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 za kunafasisha ni dhidi ya (kwa mfano Herts dhidi ya Avis, 7-Up dhidi ya cola), Kiwango (kitengo kidogo cha aina kuu), mpya, na ya kiasili. |
| A Brand Character Statement sets the tone for an entire campaign. |
Kauli kuu ya jina la bidhaa husaidia kuonyesha muktadha wa tangazo lote. |
| 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 rahizi ya kuanza kutayarisha tangazo lako ni kutumia kauli hii: "Tangazo lita___A___ ___B___ kwamba ___C___ ni ___D___. Usaidizi utakua ___E___. Muktadha utakuwa ___F___." Ambapo A ni kitenzi, B ni kitengo fulani katika idadi ya watu inayolengwa (kwa mfano "wasichana kati ya miaka 14-18"), C ni bidhaa, D ni tashbihi au usemi fulani. |
| E is what the meat of your ad will be. |
E ni sababu kuu ya 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 wanaopenda sanaa kati ya miaka 18-35 kwamba tarakilishi za Apple ni nzuri sana na za kisasa. Usaidizi utakuwa wanaume wawili wakijadili Mac na PC. Muktadha utakuwa wa ucheshi. |
| Part B of this strategy statement is the target audience. |
Upande wa B wa kauli ya mkakati huu ni watu 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 kundi hili, kama aina ya kitengo cha idadi ya watu wanaolengwa, saiklojia yao (vile wao hufikiria), na makundi mbali mbali. |
| Part C is the product itself. |
Upande wa C ni bidhaa yenyewe. |
| Advertisers spend time studying this as well. |
Watangazaji hutenga wakati kujua zaidi kuhusu haya 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 "Kwa nini mtu yeyote ainunue bidhaa hii?" "Ni nini uzuri wa bidhaa hii dhidi ya zingine?" na "Ni taswira gani imejitokeza katika fikra ya mteja?" |
| 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. |
Cha mwisho ni muhimu sana kutafakari ili kuhakikisha kwamba tangazo lako halihitilafiani na taswira ambayo kampuni imejitengenezea katika fikra ya umma. |
| 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 ambayo yana uwazi na usasa mwingi mno kimaadili hayataienda vyema kampuni ambayo inajulikana kushikilia mambo ya kikale. |
