欺民妖术

广告人永远没有企业自己了解的市场、产品、竞争，别相信那些出了几本书，就号称营销大师和广告大师的鬼话，不信死得最快的就是你，说不定还要被笑SB的。当然这不是否定广告公司价值存在，而在整个营销传播过程中，企业自己必须有所提供富有建树的认知，以及提高自身对广告传播的理解，这样，才能和广告公司建立默契的合作关系，创造出卓有成效的策略、概念、创意表现。习得以下九条真经，必定事半功倍。

1. Know Your Business. Identify your strengths, weaknesses and unique features. Honesty is the best policy here. Take an objective look at your business. I know we sound like
    明确你的业务:客观看待你的业务，识别优势、弱势及特性，在这里诚实是最好的策略。

2. Know Your Competition. Know who they are and where they are are located. What are their strengths and weaknesses? (Go through this process with your top 3 competitors.)
    认清你的对手：知道他们是谁？在那里？他们的优势和弱势是什么？（按这个过程洞察你的3个最顶尖竞争对手。)

3. Position Yourself. Develop a Unique Selling Proposition (USP) based on your own strengths and weaknesses as well as those of your competition. What sets you apart from your competition? Find that and you've found your USP. 
自我定位：根据你的优势弱势及竞争对手的情况发展一个独树一帜的卖点。发掘你从众多竞争中脱颖而出的资本，建立自己的卖点。

4. Develop a Theme. Put your unique selling proposition into an advertising theme that will be remembered. Use this theme in all your advertising. (Whether it's a theme of words or a theme of graphics. The key is consistency: consistent look and message.) 
发展一个主题：把你独特一的卖点导入一个另受众难忘的广告主题。这个主题贯穿你的所有广告。（不管是主题词还是主题图案，关键点是联合协调的视觉效果和广告文案信息。）

5. Identify Your Target Audience. Who will your product or service appeal to most? (Gender, age, income, geographic location, etc.) Don't try a 'shotgun' approach and try to market to everyone, be focused.
    识别你的目标受众：你的产品或服务主要面向的是谁？（性别、年龄、收入、地区等等。）不要企图面向所有人，必须有所侧重。

6. Target your advertising message to your market. Once you've identified your audience, talk to them in a way that appeals to their needs. Remember this acronym - W.I.I.F.M. (like a radio station call letters) - What's In It For Me? 
    广告信息要瞄准你的市场：一旦识别你的受众，以一个声音告诉他们，唤起他们的需求。请记住这个缩写词：W.I.I.F.M.（在里面有什么是为我的？）

8. Measure Your Results. Design a means to measure your results. Knowing which advertising method is most effective will help you make the most of your future advertising budget.
    衡量你的结果：设计一个方法衡量你的广告效果。要清楚那种广告方法能最有效帮助你未来的广告预算。

9. Develop an Advertising Budget. Most generally, this will be a percentage of your gross annual sales and will vary depending on your goals. Once you determine what this budget will be, stick to it.
    建立一个广告预算：通常这是一个年销售总额的百分率且根据你的目标而改变。一旦你确立这个预算是什么，就要坚持它。