| Strategy | Description |
| Information | Presentation of unadorned facts, without explanation or argument, merely "news about" the product concerned |
| Argument | Relating of facts (reasons why) in some detail to the desired purchase; logical "playing on established desires" in presenting "excuses" to buy |
| Motivation with psychological appeals | Explicit statement of how the product will benefit the consumer; use of emotions and appeals to self-interest in creating desires not previously readily apparent; interpretation of facts in an "especially for you" framework |
| Repeated assertion | Hard-selling repetition of one basic piece of information, often a generality, unsupported by factual proof. |
| Command | A "non-logical" reminder (either hard-sell or soft-sell) to predispose audience favourably; maybe reinforced by an authoritative figure |
| Brand familiarisation | Friendly, conversational feel, few or no "selling facts", but suggestion of loyalty to and "trustworthiness" of the advertiser, keeps brand name before the public. |
| Symbolic assertion | Subtle presentation of a single piece of information, links the product to a place, event, person or symbol (any positive connotation); sales pitch usually not explicit, copy [print ed.] usually minimal, and product, in general, not "featured". |
| Imitation | Testimonial, by a celebrity, by a "hidden camera" participant or by individual(s) unknown but with whom readers can readily identify (or whom they respect because of specified characteristics). |
| Obligation | Free offer of a gift or information or a touching sentiment, some attempt to make the reader feel grateful. |
| Habit sharing | Offer of a sample or reduced price to initiate a "regular practice or routine"; product usually featured. |
