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Module 6 Presentation Readings Assignments

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!

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.

This product demonstration shows the effects of using the product. It also uses a multiple physical needs.



This ad is for a classic children's toy from the 60's. Such an ad, or product, is unthinkable today. And yes, I owned one.

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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©2017, Cathy Guisewite

Advertising Techniques - Just the Facts, Ma'am

Page 2 of 2
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