Advertising Techniques: 12 Categories

By David Erickson | July 30, 2007

12 Categories Of Advertising Techniques

Slate‘s Seth Stevenson explains 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.

Types Of Advertising Formats

  1. The demonstration
  2. Show the problem
  3. Symbolize the problem
  4. Symbolize the benefit
  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

Watch a video that explains each master advertising format and provides examples.

Posted in Advertising, Display Advertising, Video Marketing and tagged , , ,

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