| When preparing your advertisement, you should first define your product's Unique Selling Proposition (USP). |
Wakati wa kuandaa tangazo lako, unapaswa kwanza kufafanua Pendekezo la Kuuza la Kipekee la bidhaa yako (USP). |
| To find the USP, ask yourself "How is this product different?" |
Ili kupata USP, jiulize "Bidhaa hii ina utofauti gani?" |
| Make a list of your product's pros and cons. |
Andika orodha ya faida na hasara za bidhaa yako. |
| This will help you think about what message you want your ad to send. |
Hii itakusaidia kufikiria ni ujumbe gani unataka tangazo lako litume. |
| 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). |
Uwekaji nafasi ni jaribio la kuweka bidhaa katika kategoria fulani katika akili za watumiaji: "bora zaidi", kwa mfano (kiondoa harufu bora, soda bora, n.k.) ("Bora", hata hivyo, ni ngumu sana kuanzisha kwa chapa 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 uwekaji nafasi ni Dhidi ya (kwa mfano, Hertz dhidi ya Avis, 7-up dhidi ya kola), kishubaka (mgawanyiko mdogo wa kategoria), Mpya, na Jadi. |
| A Brand Character Statement sets the tone for an entire campaign. |
Maelezo ya Tabia ya Chapa huweka toni ya kampeni nzima. |
| 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 taarifa hii: "Tangazo litakuwa ____A_____ ____B_____ kwamba ____C_____ ni ____D_____. Usaidizi utakuwa ____E_____. Toni itakuwa ____F_____." ambapo A ni kitenzi, B ni watu lengwa (kama vile, "wasichana kati ya umri wa miaka 14-18 "), C ni bidhaa yako, D ni kivumishi au kirai. |
| E is what the meat of your ad will be. |
E ndivyo nyama ya tangazo lako itakavyokuwa. |
| 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, "Utangazaji utawashawishi watu wenye umri wa miaka 18-35 kwamba kompyuta za Apple ni za kisasa na nzuri. Uungwaji mkono utakuwa wanaume wawili wanaojadili Mac na Kompyuta binafsi. Toni itakuwa ya uchangamfu." |
| Part B of this strategy statement is the target audience. |
Sehemu B ya maelezo ya mkakati ni hadhira iliyolengwa. |
| 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 taarifa kuhusu kikundi hiki, ikiwa ni pamoja na idadi ya watu, picha za kisaikolojia (jinsi walengwa wanavyofikiria), na vikundi mahususi. |
| Part C is the product itself. |
Sehemu C ni bidhaa yenyewe. |
| Advertisers spend time studying this as well. |
Watangazaji hutumia muda kusoma hii pia.
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| 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 ya kujiuliza ni "Kwa nini mtu yeyote anunue hii?" "Faida ya bidhaa ni nini?" na "Mteja ana picha 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 kuwa tangazo lako halifarakani na mtazamo wa umma ambao kampuni imejitengenezea. |
| 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 yenye wahaka labda hayataenda vizuri na kampuni ambayo ina picha ya umma ya kuwa "wahafidhina" na/au "rafiki wa familia." |
