Page 5 Appeals

Bandwagon

"Everybody else is doing it," is the bandwgon appeal.

Social media and internet reviews or testimonials of a product encourage action based on others' experiences.

Examine the sample bandwagon web page from AdMongo.gov here.

Unique

"Because you are worth it."

This technique appeals to people's desire for things that are new and unusual.

Often people desire to appear wealthier or to have better taste than the average person.

Advertising can appeal to the desire to stand out from the crowd. Look for words such as exclusive, luxury and pamper yourself.

Examine the sample Unique advertisement from AdMongo.gov here.

Repetition

Research indicates that it takes seven impressions for a customer to retain a brand or logo memory.

Companies endeavour to ensure that a customer sees or hears variations of the same message many times. Can you think of advertisements you have seen repeatedly, or in a variety of formats?

Examine this surprising sample of Repetition from the Admongo.gov site here. Have you seen ads in places like this?