Advertising Techniques - Just the Facts, Ma'am |
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Factual Appeals - Land of the Hard Sell |
There are many types of factual appeals, but the three main categories are:
1) Features
Dazzle the buyer with all the things the product can do.
2) The Demonstration
Show the product in action.
3) Price
Sale! Sale! Sale!
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2) The Demonstration
Show the product in use or show the results of using the product.
As in the ad to the right, the demonstration should be interesting, exciting, dramatic. Everyone can see the power of this product. |
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The ad below manages to combine a product demonstration with a little romance - all for a construction product.
The R rated commercial parody below is a classic product demonstration. It demonstrates the results of using the product.
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3) Price
Price points are a classic hard sell technique. But price carries with it some emotional overtones. We associate low price with low quality - high price with high quality.
As a consumer, though, we must realize that price is influenced by cost and competition, not just quality. As Cathy reminds us on the right, a product made at low cost and sold at low price can be of equal or better quality than one sold at high price.
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Advertising Techniques - Just the Facts, Ma'am |
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This is an official FGCU web page. Revised 01/01/2011
©2011, Terry Dugas
All media, Copyright, respective owners. Media used within copyright Fair Use guidelines as outlined by the University of Texas, Stanford University, and others.
Florida Gulf Coast University is an equal opportunity/affirmative action institution.
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