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Welcome back!

Today we’re keeping it simple. This month is all about becoming a specialist on all things advertising, and this week, we’re focusing on the different types of ads out there in the media. More specifically, we’ll be talking about ad styles that are the most effective in conveying information to your audience and demonstrating why your product is the best.

Let’s dive in! 🔥

News

Tools + Productivity

Strategy

We have a bit more of a structured outline in today’s edition. There won’t be any overarching message - instead, our goal is to spark your brainstorming and get you to think a bit more creatively. Hopefully, by seeing a few different types of ads and learning what makes them so effective, you will find ways to incorporate them into your own marketing strategy.

Comparison Ads
Comparison Ads are highly effective because they directly address consumer preferences and pain points while showcasing the superiority of a product or service over competitors. As we see in the sample ad below, the pre-workout mix on the left highlights the ways in which they are superior to the pre-workout mix on the right.

Here’s what makes comparison ads effective:

• Clear Value Proposition: Comparison ads highlight the unique selling points and benefits of a product or service compared to competitors, making it easy for consumers to understand why they should choose your brand.

• Emphasis on Differentiation: By highlighting specific features, pricing, or performance metrics, comparison ads create a sense of differentiation and superiority, compelling consumers to consider your offering over alternatives.

• Building Trust and Credibility: Comparison ads build trust and credibility by providing information on the competitor that is often disguised or intentionally hidden. This subconsciously indicates to consumers that they are making informed purchase decisions based on factual comparisons.

Before & After
Before & After ads are powerful because they visually demonstrate the transformative impact of a product or service, effectively conveying its value proposition to consumers. Below, we use an example from Birddogs, but I’m sure you all have seen these types of ads in commercials for makeup, skincare, or diet plans as well.

Here’s what makes the Before & After ad so effective:

• Visual Storytelling: Before & After ads use compelling visuals to tell a story of transformation, illustrating the positive changes or benefits experienced by customers after using the product or service.

• Evoke Emotion: These ads evoke emotion by tapping into consumers' desires for improvement, success, or self-improvement. By showcasing real-life transformations, before and after ads create a sense of aspiration and motivation.

• Provide Tangible Proof: Before & After ads offer tangible proof of product efficacy or service outcomes, instilling confidence and trust in potential customers who may be skeptical or hesitant to try something new.

• Highlight Key Benefits: By focusing on specific benefits or outcomes achieved through product usage, Before & After ads effectively communicate the value proposition and address consumer needs and pain points.

Feature Callout
Feature Callout ads highlight specific features or functionalities of a product or service, emphasizing its unique selling points and value proposition. It focuses on the key aspects of the product itself, rather than how it stacks up against others (comparison ads) or what it will do for the customer (before and after).

Here’s what makes the Feature Callout effective:

• Highlighting Key Features: Feature Callout ads identify and highlight the most compelling features or functionalities of a product or service, making it easy for consumers to understand its benefits and advantages.

• Visual Representation: These ads often use visual elements such as graphics, icons, or animations to draw attention to key features and enhance comprehension.

• Addressing Consumer Needs: Feature Callout ads directly address consumer needs and pain points by showcasing how the product or service addresses specific challenges or provides solutions to common problems.

• Concise and Clear Messaging: Effective Feature Callout ads use concise and clear messaging to communicate key features and benefits, ensuring that the information is easily digestible and memorable for the audience.

Try It Out
When thinking of your next advertising campaign, remember these three highly-effective ad structures, and try to find creative ways to incorporate them into your ads. If you have used these ads before, share them with us so we can highlight them in next week’s newsletter. Or, if you think there are more effective ad types that we missed, feel free to let us know in the poll below! As always, we value your feedback above all else.

Looking Ahead
Next week we’ll be diving into the process of crafting ads. Not only which ad types are most useful for your products, but also what resources you should be utilizing to create compelling graphics and slogans. That’s all for this week - see you all same place, same time next Monday!

For a sneak peak into the rest of the month, check below:

Advertising 101
Week 1: Advertising Metrics
Week 2: Audience Targeting
Week 3: Types of Ads (This Week)
Week 4: Creating Your Ads
Week 5: Virality

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