This document discusses two of the twelve types of advertising: Benefit Causes Story and Testimonial. A Benefit Causes Story ad tells a story where the viewer doesn't see the product until the end, keeping them engaged to understand the story. Testimonial ads feature recommendations from experts/real people to convince viewers. Both types can be effective but Benefit Causes Story viewers may lose interest after seeing the product reveal.

1. T Y P E S 7 & 8 :
B E N E F I T C A U S E S S T O R Y
T E S T I M O N I A L
The 12 types of Advertising

2. Here’s what we’ve learned so far:
 Donald Gunn, a creative director for Leo Burnett, took
a year off from work to study TV commercials decided
that there are 12 types, or “formats” of advertising.
 “Demo” and “Show the Problem” types sometimes use a
“hard sell” (aggressive and repetitive) technique.
 “Symbolize the Problem” and “Symbolize the Benefits”
exaggerate or turn ideas into symbols to sell products.
 Comparison ads show how your product is better than
your competitor’s product.
 Exemplary stories make the product part of a bigger
story, and can be very popular when done well.

3. The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. Comparison
6. Exemplary Story
7. Benefit Causes Story
8. Testimonial
9. Ongoing Characters /
Celebrities
10. Associated User
Imagery
11. Unique Personality /
Property
12. Parody /
Borrowed Format
*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

4. The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. Comparison
6. Exemplary Story
7. Benefit Causes Story
8. Testimonial
9. Ongoing Characters /
Celebrities
10. Associated User
Imagery
11. Unique Personality /
Property
12. Parody /
Borrowed Format
*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

5. Benefit Causes Story
 This ad type is like “Exemplary Story” except that the
viewer isn’t usually shown the product until the end.
 This “reveal” at the end of the ad keeps the viewers
focused on the ad as they try to understand what is
happening in the ad.
 Unlike “Exemplary Story,” viewers’ don’t pay
attention once they’ve seen the reveal.
 Falling
 Streak
 Pals

6. Testimonial
 The product is recommended by a "real" person such
as a doctor, nurse, friend, or some other
knowledgeable figure.
 The person recommending the product usually talks
directly to the audience or makes a recommendation
to someone else in the ad.
 Nurse
 Dove
 SalonPas

7. Which is which?
 Happy together
 Bran
 Tim’s
 Exorcist

8. Review:
 What other type of ad is Benefit Causes Story most
like? What is the difference between these two types?
 In commercials, what does the “reveal” mean?
 What makes Testimonial ads effective?
 What is one advantage and one disadvantage for the
Benefit Causes Story type?
 What are some products that you associate with
“Testimonial ads?