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Advertising Techniques
FACTUAL APPROACH: this approach deals with the reality which actually exists in the product,
consisting of the generic product attributes based on facts that are of most importance to the reader,
such as product’s advantages. It is interesting to note that factual approach can be interpreted in different
ways, each accurate but creating different lines of thinking. The important point to understand in using
factual approach is the skill of presenting facts in such a way to advance the same interpretation and
meaning to most readers.
EMOTIONAL APPROACH: this approach deals with consumer values that can only be experienced.
It encompasses inner experience of feelings that consumers usually possess such as benefits and needs
satisfaction which consumers felt after using the product.
EMOTIONAL APPROACH SUPPORTED BY FACTUAL COPY
Advertisement may be interesting to consumers because of the emotional approach of its headline; readers
may also want to know some specific facts about a product before making a purchase decision. Therefore
it is a common practice that copy approach of an advertisement begins with an emotional presentation
and finish with a factual one. Most effective advertisements have a combination of the two approaches.
COPY FOR SPECIAL INTEREST GROUPS
Advertisement devoted to consumers or groups who have specialized interests such as tennis, cars,
gardening, photography usually use copy that promises solution to specific problems common to
members of the group.
CREATIVE APPEALS IN ADVERTISING COPY
ADVERTISING APPEAL: an advertising appeal is the inducement used by an advertiser to stimulate
consumers to buy its products or services. It relates to the benefits – physical, psychological or a mix of both
which customers seek when considering the purchase of products or services.