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
- 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
Watch a video that explains each master advertising format and provides examples.
The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.