The 12 types of advertising 5&6

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The 12 types of advertising 5&6

  1. 1. T Y P E S 5 & 6 : C O M P A R I S O N E X E M P L A R Y S T O R Y 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.  He developed 12 types, or “formats” of advertising.  “Demo” and “Show the Problem” types sometimes use “hard sell” techniques. This type uses aggressive and repetitive techniques to sell products.  “Soft sell” techniques tries to persuade viewers to buy a product by suggestion.  “Symbolize the Problem” and “Symbolize the Benefits” exaggerate or turn ideas into symbols to sell products.
  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. Comparison  Compare your product with your competitors (or even other different products or technology) to make yourself look good, and if possible, make your competitors look inferior.  Advertisers need to be careful with this type because they may inadvertently increase sales of their competitors.  Pizza Hut  BMW  Brains
  6. 6. Exemplary Story  This type creates a story involving the product. When done well, this type can be highly successful in capturing audience attention because of its emotional appeal.  They are difficult to do well within the limits of a standard 30-second to one-minute commercial.  Parisian Love  Doritos  Blink
  7. 7. Which is which?  McDonald’s  Max  Nike  Shave  Soda
  8. 8. Review:  Name the six types of ads we have studied so far. Which one(s) are your favorite(s)? Why?  Name a commercial for each type we have seen.  What is one of the advantages of a comparison ad? What is a disadvantage?  Why are exemplary story commercials effective? What is one of the problems associated with this type of ad?  Can you think of an ad that you have seen that uses either of these types?

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