Advertising Strategies

1
Advertising Strategies

• Or
• How They Try to Get Your Money

2
JOURNAL

• How does advertising affect you?

3
The Unfinished Claim

• Says that product is better or has more, but does
  not finish the comparison

4
Weasel Word Claim

• Uses modifiers that make words that follow nearly
  meaningless
• virtually
• can be
• tastes
• fortified
• Convincing at first, but comes up empty

5
Were Unique and Different

• Claims the product has something no other product
  has

6
Water is Wet

• Claims something that is true of any product in
  the category
• May be factual, but is not an advantage over the
  competition

7
The So What Claim

• True but gives no real advantage to the product
• Differs from water is wet in that the claim may
  be unique to that product

8
Vague

• Simply unclear
• Use colorful, meaningless words that cannot be
  proven or disproven

9
Testimonial

• Either endorsement by a famous person
• Or a regular person claiming that his/her life
  has improved as a result of the product

10
Statistical/Scientific Claim

• Experimental Proof
• Statistics
• Survey Data
• Impressive-sounding mystery ingredients

11
Compliment the Consumer

• Uses flattery to persuade consumer
• Suggests only a smart or attractive shopper would
  buy the product

12
Rhetorical Question

• Demands a response from the consumer
• Question asked in such a way that the response it
  elicits will affirm value of the product

13
Incomplete Information

• Claims are accurate but incomplete
• Some info is withheld
• Goal is to increase consumer confusion

14
Bandwagon

• Peer pressure tactics
• These ads often feature the actors having fun or
  living exciting lives

15
Gimmick

• Persuades by offering something in exchange for
  purchase of the product

16
Scare Tactic

• Suggests something bad will happen if you dont
  use the product

17
Appeal to Patriotism

• Suggest that you will be a better American and
  citizen if you use the product
• May emphasize that the product is American Made

18
Plain Old Folks

• Convince based on the fact that regular, down
  home types use it
• Feature homes, farms, grandparents, family
  dinners, etc.

19
Snob Appeal

• Try to convince the consumer that buying the
  product will make you classier
• Make the product look expensive and elite

20
Shocking Misplacement/Optical Illusion

• Grabs attention via unusual camera angles,
  showing people, objects or animals in
  larger-than-life sizes
• Unusual photos or situations

21
Slogan/Logos

• Theme songs (jingles) or slogans
• Sometimes unique to a specific campaign
• Strong association between the product and the
  words

22
Transfer

• Consumers interest in one thing is transferred to
  the product
• Ad claims the product will help consumer get
  something else
• These ads create a void and then fill it with the
  product

23
Repetition

• Saying the same thingusually the name of the
  productover and over
• Simple, but effective

24
Antiadvertisements

• These ads are a version of compliment the
  consumer
• Seem to say that consumer is too smart for the
  pitch and often uses humor or self-mockery to
  create an alliance with consumer
• Sometimes parody of particular strategy
• Still trying to sell the product