Donald Gunn is responsible for coming up with the 12 categories of ads used in advertising goods. After undertaking a number of researches he created the 12 categories:
The Demo
In this format, the capabilities of a product are emphasized through the use of visual demonstration. These types tend to capture undivided attention. Examples of demos are phone advertisements which highlight phone features visually.
Show the Need or Problem
These types of advertisement call attention to the problems that consumers face. The problem is first highlighted, then, a remedy, which is the product being advertised. An example of a “show the need or problem” ad could be a diaper company claiming to make the best diapers. The ad may show another diaper which causes leaks (the problem) then introduce their diaper which prevents leaks (the remedy).
A variation of “show the need or problem
This type of ad makes use of exaggeration. For example the Red Bull ad in which a wife of a deceased man sits in court along with a sweetheart listening to the man’s will. Upon discovering that the man left everything for the sweetheart, she drank a tin of red bull, gained wings and went straight to heaven to get her revenge on her husband.
Comparison
This type of ad tries to convince viewers that the product being advertised is superior to that of competitors. For example, one tissue might be advertised as softer, yet stronger than other brands.
Exemplary Story
According to Gunn in this type of ad the key is to “create a situation where you’d use the product and be very glad for it”. This can be used to advertise infant car seats.
Benefit Causes Story
This is the least used type of advertising. A trail of events is created that is caused by using the product. Example of this type may be a powerful zoom camera where someone using the camera starts screaming upon seeing a snake chasing him. The snake is really far away.
Tell it or Presenter
In this type someone tells another person about the benefits of a product.
Ongoing Characters and Celebrities
Using celebrities to advertise a certain product helps viewers to know and stick to that product.
Symbol, Analogy or Exaggerated Graphic
This is similar to number 3 and is used to demonstrate the benefits of a certain product.
Associated User Imagery
Advertisers use the kind of people we would associate the product with. For example, using Rihanna to advertise make-up.
Unique Personality Property
This type of advertisement is used to highlight something different about a product so that it will stand out. An inventor could advertise a product that he created himself.
Parody or borrowed format
This is done by imitating a popular scene from a TV show or event to advertise a product.
Consult the 12 types of ad whenever you feel that you can’t seem to find that catching ad to win customers!