An Overview of

Advertising StrategiesBy Wendy N. Cohen and Dani Hall

GUIDELINES FOR USING THIS POWERPOINT

• Examine each advertisement and answer the questions to determine the target audience, and how the advertiser is trying to convince the audience .

• The main advertising strategy will be on a slide after the ad(s).

• Some advertisements may use more than one strategy.

Advertising TermsTarget AudienceWho the ad is intended to persuade

Advertising StrategyParticular technique used by an advertiser to persuade the target audience.

•Who is the target audience?

•What about this ad might make someone want to buy this product?

EVERYONE IS DOING IT---

BE COOL AND POPULAR

•Who is the target audience?

•What about this ad might make someone want to buy this product?

AWARD-WINNINGOR

PROVEN BY SCIENCE

•Who is the target audience?

•What about this ad might make someone want to buy this product?

1 of 2

•Who is the target audience?

•What about this ad might make someone want to buy this product?

2 of 2

POWER:

BECOME BETTER

THAN

EVERYONE ELSE

•Who is the target audience?

•What about this ad might make someone want to buy this product?

1 of 2

•Who is the target audience?

•What about this ad might make someone want to buy this product?

2 of 2

SCARE or

HEALTH ISSUE

•Who is the target audience?

•What about this ad might make someone want to buy this product?

1 of 2

•Who is the target audience?

•What about this ad might make someone want to buy this product?

2 of 2

HUMOR

•Who is the target audience?

•What about this ad might make someone want to buy this product?

FAMOUS PERSONENDORSEMENT

MAIN ADVERTISING STRATEGIES

• Everyone is doing it---be cool and popular• Award-winning or proven by science• Power: become better than everyone else• Scare or health issue• Humor• Famous person endorsement