Beruflich Dokumente
Kultur Dokumente
RESPONSE WARM UP
• Informational Ads:
• Make their claims mostly based on facts
• Use statistics (be careful of how they present statistics)
• Include the advice of “experts”
• Say what the product does
• Infomercials are perfect examples
ADVERTISING STRATEGIES
• Bandwagon:
• Suggests you, the customer, will be left out if they do not
buy what is being sold.
• Use glittering generalities: words that evoke a positive
response.
• Examples of glittering generalities: strong, unrivaled,
American, freedom, new, fresh, pure, better.
ADVERTISING STRATEGIES
• Testimonial:
• Companies use celebrities to endorse their products
by getting the celebrities to give great reviews.
• These can sometimes be misleading.
• Why is it beneficial for companies to use celebrities
rather than ordinary people?
ADVERTISING STRATEGIES