The 12 types of advertising 11&12

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The 12 types of advertising 11&12

  1. 1. T Y P E S 1 1 & 1 2 : U N I Q U E P E R S O N A L I T Y P R O P E R T Y P A R O D Y / B O R R O W E D F O R M A T The 12 types of Advertising
  2. 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.  Celebrities/Ongoing characters help relate a product with a famous person or character that is easy to recognize.  Associated User Imagery associates the product with a lifestyle that consumers wish to have or identify with.
  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. Unique Personality Property  This type focuses on something or someone unique to the product to show that it is different from its competitors. This is usually done in two ways: by focusing on something like the country/place the product is made in, or by showing the founder of the company or inventor of the product. This is not to be confused with the "Celebrity" type of ad, where a famous person is paid money to have the product associated with their name or image. The unique personality is actually involved with the company or product, such as Bill Gates for Microsoft, Steve Jobs for Apple, and so on.
  6. 6. Unique Personality Property  Foster’s  Richard Branson
  7. 7. Parody / Borrowed Format  This type copies the format of other types of media, such as movies, TV shows, or even other ads in order to be funny/humorous.  By changing the format slightly to include the product, advertisers can take advantage of a format that the viewers already know and surprise the audience with a different ending than they expected.  When done well, these ads are very successful because they can create a lot of talk (or "buzz") around the product through social media such as Facebook and Twitter. However, when done poorly, this type can appear lazy as parodies are considered easy to do, and actually hurt product sales.
  8. 8. Parody / Borrowed Format  Star Wars  Cheetah
  9. 9. Which is which?  Noodles  Diving  Dyson  Locksmith  Perfume  Colonel Sanders
  10. 10. Review:  What is the difference between Unique Personality / Property and Celebrity / Ongoing Characters?  What are some advantages of Parody / Borrowed Format type of advertising?  What are some disadvantages of the two types shown today?

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