| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
在预备你的广告时，你应该首先定义你产品的独特卖点（USP）。 |
| To find the USP, ask yourself "How is this product different?" |
要找到USP，问问自己“这个产品有什么不同？” |
| Make a list of your product's pros and cons. |
列出你的产品的利与弊。 |
| This will help you think about what message you want your ad to send. |
这将有助于你思考什么信息可以通过你的广告发送。 |
| 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). |
定位是把产品放在消费者心目中某一类别的尝试：“最好的”，例如（最好的除臭剂，最好的苏打水等）（“最好的”，但是，对于一个新品牌来说是一件非常困难的事儿）。 |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
定位类型有比较（如赫兹和安飞士，七喜和可乐），利基（A类分部），新的、与传统的。 |
| A Brand Character Statement sets the tone for an entire campaign. |
品牌个性陈述为整个竞选活动定下基调。 |
| 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. |
一个简单的方法来准备你的广告是这样一句话：“广告将____A_____ ____B _____，____C _____是____D _____。支持将是____E _____。色调将是____F _____”。其中一个是动词，B是目标人群（如，“14-18岁之间的女孩”），C是你的产品，是一个形容词或短语。 |
| E is what the meat of your ad will be. |
E是你广告的内容。 |
| F is your ad's "attitude". |
F是你广告的“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，“广告说服的艺术类型，年龄18-35，苹果电脑是髋关节和酷。支持将是两个人讨论Mac和PCs. 语气会很幽默。” |
| Part B of this strategy statement is the target audience. |
这一战略声明的B部分是目标受众。 |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
广告商们用许多方法来获得关于这组信息包括人口统计学、心理学（目标是如何认为），和焦点小组。 |
| Part C is the product itself. |
C部分是产品本身。 |
| Advertisers spend time studying this as well. |
广告商也花时间研究这个问题。 |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
要问的重要问题是：“为什么会有人买这个？”产品的优势是什么？“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. |
最后一个很重要。因为它能确保你的广告不会与公司为自己创造的公众认知相匹配。 |
| 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，对于一个具有“保守”和“家庭友好”的公众形象的公司来说，髋关节或前卫广告可能不太合适。 |
