Advertising Approaches

I. Purpose

A. Location

B. Brand identification and acceptance

C. Demographics

D. Psychological

1.Psychographics

2. Based on attitudes

3. Values and lifestyles

a. principal-oriented

b. status-oriented

c. action-oriented

II. Strategies

A. Famous person testimonial

B. Plain-folks appeal

C. Snob appeal

D. Bandwagon effect

E. Hidden-fear appeal

F. Irritation advertising

G. Association

H. Disassociation

I. Myth analysis

1. Incorporating myths into mini-stories

2. Involves conflicts, pitting characters or social values agains

III. Critical issues

A. Children and advertising

1. Obesity

2. Privacy

3. Drugs

4. Toys

A. Advertising in schools

B. Health and advertising

1. Tobacco

2. Alcohol

3. Condoms

4. Regulation

a. Comparative advertising

b. Puffery and deceptive ads

c. Spam

d. “Do Not Call”