Aspects of Successful Advertising Strategies

FromMark Hollings

Frederik RauschMarco PetzoldtSven Ludwig

Contents

What is an Advertisement Ten Kinds of Ads

What is an Advertisement

Communication Inform people about a service or

product Every major medium is used Tries to influence people

Ten Kinds of Ads 1. “Visual Demonstration” 2. “Show the need or problem” 3. “Symbol, analogy, or exaggerated graphic“ (Problem) 4. “Comparison” 5. “Exemplary story” 6. “Benefit causes story” 7. “Tell it / Presenter” 8. “Ongoing characters and celebrities” 9. “Symbol, analogy, or exaggerated graphic“ (Benefit) 10. “Associated user imagery"

“Visual Demonstration”

Visual Demonstration Products Capabilities / Features Use of Music Might show the Product in every

day life

“Show the need or problem”

Advert shows the need for a product or the problem with the product.

Product is the remedy to the problem

Exaggerated Problem

Use of symbols, analogies, or exaggerated videos or images to represent a problem.

Similar to the previous Form of advertising.

Often funny

Comparison

Compares Product to competitors. Advertising Product is better than

all other products available. Advert might show a problem then

Compare it to other products.

Exemplary story

Narrative perspective Dramatic / Emotional Tries to create a situation where

the Person would be glad to use the product.

Benefit causes Story

Shows Benefits first, problem later Tries to create a story Unpopular Style, requires

deduction (conclusion) from the viewer’s part.

“Tell it / Presenter”

Tries to make the viewer trust the expert / friend / neighbor, that the Product is the best.

“Characters and Celebrities"

Use of characters and celebrities. Can help cement a brand's identity

into the viewer's brain. “If the Celebrity uses the Product,

then it must be good.”

Exaggerated Benefit

Similar to the Exaggerated Problem Style.

Only shows the products benefits Often funny.

Associated user imagery

Showcases the people who are going to use the Product.

Sources

http://www.slate.com/id/2170872/ http://en.wikipedia.org/wiki/

Advertising