| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
The Target Source
When preparing your advertisement, you must first define the unique proposal for selling your product (USP). |
| To find the USP, ask yourself "How is this product different?" |
To find the USP, ask yourself "How is this product different?" |
| Make a list of your product's pros and cons. |
Make a list of the advantages and disadvantages of your product. |
| This will help you think about what message you want your ad to send. |
This will help you think about the message you want to send to your ad. |
| 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). |
Positioning is an attempt to place a product in a certain category in the minds of consumers: "the best", for example (the best deodorizer, the best soda, etc.) ("The best" however is extremely difficult to establish for A new brand). |
| Types of positioning are Against (eg, Hertz vs. Avis, 7-up vs. colas), Niche (a sub-division of a category), New, and Traditional. |
The types of positioning are Counter (eg Hertz vs Avis, 7-up vs. colas), Niche (a subdivision of a category), New and Traditional. |
| A Brand Character Statement sets the tone for an entire campaign. |
A declaration of branded characters sets the tone for a whole campaign. |
| 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. |
Une façon simple de commencer à préparer votre publicité est avec cette déclaration: "La publicité sera ____A_____ ____B_____ que ____C_____ est ____D_____. Le soutien sera ___________. La tonalité sera ____F_____." Où A est un verbe, B est une cible démographique (par exemple, "filles entre 14-18 ans"), C est votre produit, D est un adjectif ou une expression. |
| E is what the meat of your ad will be. |
E is what will be the meat of your ad. |
| F is your ad's "attitude". |
F is the attitude of your ad |
| 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." |
For example, "Advertising will convince artistic types between the ages of 18 and 35 that Apple computers are cool and cool, and support will be two men who discuss Macs and PCs, and the tone will be humorous." |
| Part B of this strategy statement is the target audience. |
Part B of this strategy statement is the target audience. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Advertisers use many methods to get information about this group, including demographics, psychographies (how the target thinks), and focus groups. |
| Part C is the product itself. |
Part C is the product itself |
| Advertisers spend time studying this as well. |
Advertisers spend time studying this too |
| Important questions to ask are "Why would anybody buy this?" "What's the product's advantage?" and "What is the client's image?" |
The important questions to ask are "Why would someone buy it?" "What is the benefit of the product?" And "What is the image of the customer?" |
| 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. |
The latter is important to consider in order to ensure that your ad does not manage the public perception that the company has created for itself. |
| 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." |
For example, hip or edgy ads are unlikely to satisfy a company that has a public image of being "conservative" and / or "family friendly." |
