T Y P E S 7 & 8 :
B E N E F I T C A U S E S S T O R Y
T E S T I M O N I A L
The 12 types of Advertising
Here’s what we’ve learned so far:
 Donald Gunn, a creative director for Leo Burnett, took
a year off from work to study T...
The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. C...
The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. C...
Benefit Causes Story
 This ad type is like “Exemplary Story” except that the
viewer isn’t usually shown the product until...
Testimonial
 The product is recommended by a "real" person such
as a doctor, nurse, friend, or some other
knowledgeable f...
Which is which?
 Happy together
 Bran
 Snotty Doctor
 Exorcist
Review:
 What other type of ad is Benefit Causes Story most
like? What is the difference between these two types?
 In co...
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The 12 types of advertising 7&8

  1. 1. T Y P E S 7 & 8 : B E N E F I T C A U S E S S T O R Y T E S T I M O N I A L The 12 types of Advertising
  2. 2. Here’s what we’ve learned so far:  Donald Gunn, a creative director for Leo Burnett, took a year off from work to study TV commercials decided that there are 12 types, or “formats” of advertising.  “Demo” and “Show the Problem” types sometimes use a “hard sell” (aggressive and repetitive) technique.  “Symbolize the Problem” and “Symbolize the Benefits” exaggerate or turn ideas into symbols to sell products.  Comparison ads show how your product is better than your competitor’s product.  Exemplary stories make the product part of a bigger story, and can be very popular when done well.
  3. 3. The 12 Types of Advertising 1. Demo 2. Show the Problem / Solution 3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison 6. Exemplary Story 7. Benefit Causes Story 8. Testimonial 9. Ongoing Characters / Celebrities 10. Associated User Imagery 11. Unique Personality / Property 12. Parody / Borrowed Format *Few ads are ONLY 1 type – just like music, ads can be several types at the same time.
  4. 4. The 12 Types of Advertising 1. Demo 2. Show the Problem / Solution 3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison 6. Exemplary Story 7. Benefit Causes Story 8. Testimonial 9. Ongoing Characters / Celebrities 10. Associated User Imagery 11. Unique Personality / Property 12. Parody / Borrowed Format *Few ads are ONLY 1 type – just like music, ads can be several types at the same time.
  5. 5. Benefit Causes Story  This ad type is like “Exemplary Story” except that the viewer isn’t usually shown the product until the end.  This “reveal” at the end of the ad keeps the viewers focused on the ad as they try to understand what is happening in the ad.  Unlike “Exemplary Story,” viewers’ don’t pay attention once they’ve seen the reveal.  Falling  Streak  Pals
  6. 6. Testimonial  The product is recommended by a "real" person such as a doctor, nurse, friend, or some other knowledgeable figure.  The person recommending the product usually talks directly to the audience or makes a recommendation to someone else in the ad.  Nurse  Dove  SalonPas
  7. 7. Which is which?  Happy together  Bran  Snotty Doctor  Exorcist
  8. 8. Review:  What other type of ad is Benefit Causes Story most like? What is the difference between these two types?  In commercials, what does the “reveal” mean?  What makes Testimonial ads effective?  What is one advantage and one disadvantage for the Benefit Causes Story type?  What are some products that you associate with “Testimonial ads?
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