This document discusses different types and techniques of advertising. It outlines print, outdoor, broadcast, and surrogate advertising. It also mentions public service advertising. Some key advertising techniques explored include using nostalgia, bandwagon appeals, transferring qualities through fantasy, humor, sense appeals, statistics, and testimonials. Celebrity endorsements are highlighted as a very effective use of the testimonial technique.

1. ADVERTISING BY MRS. POWELL 7th grade ELA

2. Why advertise? Create industry buzz Test new products and/or services Gain new customers, particularly hard-to-reach ones Retain existing customers Create, build or maintain a positive image

3. Kinds of Advertising Print Advertising – Newspapers, Magazines, Brochures, Fliers Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events Broadcast advertising – Television, Radio and the Internet Surrogate Advertising – Advertising Indirectly Public Service Advertising – Advertising for Social Causes

4. Advertising Techniques Nostalgia Bandwagon Transfer/Fantasy Humor Sense Appeal Statistics Testimonial

5. Nostalgia Plainfolks, back to nature, just the way grandma used to make it, back in the good old days. Duncan Hines Cookies (1985) Just like Mom’s, only better

6. Bandwagon Everyone who is anyone is buying this product. Don’t be the only one without it. Don’t be left out! Verizon Chocolate

7. Transfer/Fantasy Superheroes, white knights, green giants, super athletes, beautiful people, rich people are featured. Advertisers hope that the consumer will tend to transfer these qualities to the products and themselves and purchase the item. Melting Pot Commercial

8. Humor People may tend to remember an ad if it makes them laugh and may purchase the product because of the positive association with it. Funny Commercials

9. Sense Appeal Sounds or pictures that appeal to the senses are featured. Honda Diesel Engine Commercial

10. Statistics People tend to be impressed with “facts” and statistics even if they have little or no meaning. Trident

11. Testimonial Important or well-known people testify that they use the product and so should you. Diet Coke The “Got Milk?” ads may have been the most successful use of celebrity endorsements of all time.