Advertising Techniques – 12 Categories

Last week, Slate’s Seth Stevenson explained the 12 master advertising formats as articulated in 1978 by Leo Burnett’s Donald Gunn. These techniques still hold true today and in the YouTube age, are just as relevant. They are: The demonstration Show the problem Symbolize the problem Symbolize the benefit Comparison Exemplary story Benefit causes story Testimonial Ongoing characters/celebrities Associated user imagery Unique personality property Parody/borrowed

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  Blog covering all aspects of Internet marketing including search optimization & marketing, email marketing, blog marketing, video marketing, social media marketing, mobile marketing & online pr.
  
  David Erickson is Director of e-Strategy at Tunheim Partners strategic communications company.

  
  

  
  
  

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