The 12 types of advertising 9&10
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The 12 types of advertising 9&10

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The 12 types of advertising 9&10 Presentation Transcript

  • 1. T Y P E S 9 & 1 0 : O N G O I N G C H A R A C T E R S / C E L E B R I T I E S A S S O C I A T E D U S E R I M A G E R Y The 12 types of Advertising
  • 2. Here’s what we’ve learned so far:  “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.  Testimonial ads use a “regular person” (someone who isn’t famous) to recommend the product.  Benefit Causes Story shows a story of what happens because someone is using the product.
  • 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. 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. Ongoing Characters / Celebrities  Is the person in the ad a famous movie star, singer, athlete, etc.?  Does the product have a well-known mascot such as Ronald McDonald, the Energizer Bunny or talking M&Ms?  Advertisers know that linking popular people or characters to the product increases "brand identity".  When people see the character or the famous person, they will often also think about the product.  Some drawbacks to this type of advertising are "spokesperson scandals" where the celebrity gets into some kind of trouble, or with consumers who feel that a mascot or character is too childish.
  • 6. Ongoing Characters / Celebrities  Arnold  Brad  Minions  Chuck E. Cheese  Plum tea
  • 7. Associated User Imagery  Show the product being used by people who are either in the group you are trying to sell to (the "target audience"), or to viewers who want to be like the people shown using the product.  This format is often used to sell alcohol, cosmetics, technology products and cars.  It is hoped that viewers will see themselves acting out the lifestyle they see in the commercial, and therefore purchase the product.
  • 8. Associated User Imagery  Revel  Bacardi  Apple  Coke
  • 9. Which is which?  Rob  Nike  Bunny  Chuck
  • 10. Review:  How do you know if a commercial is an Ongoing Character / Celebrity type?  Explain what “Associated User Imagery” means.  Why are celebrity ads effective?  What is “brand identity”?  Name a “spokesperson scandal”.  What is a “target audience”?  Name some ongoing characters and the products that they sell.  What are some companies that have used the Associated User Imagery type.