1. Aspects of Successful Advertising Strategies From Mark Hollings Frederik Rausch Marco Petzoldt Sven Ludwig

2. Contents What is an Advertisement Ten Kinds of Ads

3. What is an Advertisement Communication Inform people about a service or product Every major medium is used Tries to influence people

4. 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"

5. “Visual Demonstration” Visual Demonstration Products Capabilities / Features Use of Music Might show the Product in every day life

6. “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

7. Exaggerated Problem Use of symbols, analogies, or exaggerated videos or images to represent a problem. Similar to the previous Form of advertising. Often funny

8. 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.

9. Exemplary story Narrative perspective Dramatic / Emotional Tries to create a situation where the Person would be glad to use the product.

10. Benefit causes Story Shows Benefits first, problem later Tries to create a story Unpopular Style, requires deduction (conclusion) from the viewer’s part.

11. “Tell it / Presenter” Tries to make the viewer trust the expert / friend / neighbor, that the Product is the best.

12. “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.”

13. Exaggerated Benefit Similar to the Exaggerated Problem Style. Only shows the products benefits Often funny.

14. Associated user imagery Showcases the people who are going to use the Product.

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