| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Unapoandaa tangazo lako, inatakiwa kwanza utambue Pendekezo Pekee la Mauzo la bidhaa yako (USP). |
| To find the USP, ask yourself "How is this product different?" |
Kupata USP, jiulize mwenyewe "Bidhaa yangu inautofuti gani?" |
| Make a list of your product's pros and cons. |
Tengeneza orodha ya faida na hasara za bidhaa yako. |
| This will help you think about what message you want your ad to send. |
Hii itakusaidia kutafakari kuhusu ujumbe unaotaka tangazo lako liseme. |
| 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). |
Upachikaji ni jaribio la kuweka bidhaa yako katika namna fulani kwenye mawazo ya mtumiaji: "bora sana", kwa mfano (kiondoa harufu bora sana, soda bora sana n.k) ("Bora sana" ni kama vile ngumu sana kuifikia kwa chapa inayoanza). |
| 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 upachikaji ni hizi; Dhidi ya (mfano, Hertz dhidi ya Avis, 7up dhidi ya kola), Sehemu ya (sehemu ya kitengo), Mpya na Desturi. |
| A Brand Character Statement sets the tone for an entire campaign. |
Maelezo ya Sifa za Chapa inatengeneza muonekano wa kampeni yote. |
| 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 kwa maelezo haya: "Watangazaji ____A_____ ____B_____ kwamba____C_____ ni ____D_____.Msaada utakuwa ____E_____. Muonekano utakuwa ____F_____." ambapo A ni kitenzi, B ni takwimu iliyolengwa (kama vile, "wasichana kati miaka 14 hadi 18"), C ni bidhaa yako, D ni kivumishi au sentesi. |
| E is what the meat of your ad will be. |
E ndo itakuwa kiini cha tangazo lako. |
| F is your ad's "attitude". |
F itakuwa "mwelekeo" 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, "Tangazo litashawishi wapenda sanaa wenye miaka kati ya 18 na 35 kwamba kompyuta za Apple ni zakisasa na bomba. Msaada utakuwa watu wawili wakielezea kompyuta za Mac na Pc. Muonekano utakuwa wa kicheshi. |
| Part B of this strategy statement is the target audience. |
Sehemu B ya maelezo ya mkakati huu ni hadhira lengwa. |
| Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups. |
Watangazaji wanatumia njia nyingi kupata taarifa kuhusu kundi hili, ambazo ni takwimu, saikolojia (uwezo wao wa kufikiria) na makundi ya jamii. |
| Part C is the product itself. |
Sehemu C ni bidhaa yenyewe. |
| Advertisers spend time studying this as well. |
Watangazaji pia wanatumia muda kujifunza kuhusu hili. |
| 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 yakujiuliza ni "Kwanini mtu anunue bidhaa hii?" "Bidhaa hii inafaida gani?" na "Mteja anaionaje?" |
| 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 sana kuitafakari ili kuhakikisha tangazo lako halitokwaruzana na mtazamo ambao jamii umeujengea kampuni. |
| 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 ya kisasa au yaendayo na wakati hayatopokelewa vizuri kwa kampuni ambayo sura yake kwa jamii ni ya "kihafidhina" na/au "kirafiki." |
