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Advertising Techniques

Creative advertising techniques are communication tools - the tools you use to attract attention, engage minds, trigger emotion, and change what people think.

All of which can lead to calls, clicks and customers.

You'll make more effective ads, faster, if you know which techniques work, and which work best for your product or service. Like these:

a Create an interesting character

a Introduce a human touch: personification

a Take it over the top: exaggeration

a Pick a niche: demographic positioning

a Say it symbolically: metaphors and similes

a Trigger an emotion

a Promise a benefit

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a Give rational and emotional reasons

a Show it with a visual story

a Support it with testimonials

a Lead with a problem, offer a solution

a Engage with drama and conflict

a How about a some sex?

To identify an advertising technique, just ask, "How does this ad work? Specifically - how does this ad build the brand, evoke emotion, get people to take action, or plant a belief in the minds of shoppers?"


Above: this ad promises a benefit and positions - or differentiates - the product in the context of contemporary beer advertising.

Creative techniques have energy. The strength of that energy is measured in relation to a target audience. Specifically, creative techniques have the energy to


Creative techniques can influence what people think, what they do, feel or remember. For marketers, creative techniques can convert people to prospects and shoppers to buyers.


Above: emotional imagery in a direct response ad.

A single ad can employ multiple advertising techniques. And any effective technique has the versatility to work in any medium, including mail, print, websites, radio, TV, digital or social media. For example, the technique "personification" can work just as well in a TV commercial as a social media blog post.


Above: dramatic conflict draws readers into the ad, and the comic book style is used to demonstrates the product.

There you have it. There you have the creative advertising techniques that provide the power to successful communications.

We believe AdCracker features the most complete catalog of contemporary advertising techniques ever assembled.

a Click to get all 52 advertising techniques on
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