In my 20 years of creating/writing/producing/shooting/voicingvariousadvertising content onvariousmediums for clients invariousindustries, I have come to the conclusion that you can really bake ads of any kind down to two types:

Transactional and relational.

Relational adsare the ads you encounter that nurture some kind of a relationship with a business over a long period of time. Yep. They can also be considered as branding campaigns. These ads don’t have to be all about the business beating its chest with all the things they service or sell. I prefer to write them to be more about the prospective customer and how the business can offer something of value when the time is right. Essentially, these are campaigns are like a dating process. They simply begin some sort of a relationship with prospective, new and even existing customers.