The Most Common Ad Claims

The Word Lists within the 12 categories of product-centered claims and the 24 categories of audience-centered claims are there as illustrations and examples to clarify the categories: to be scanned, not to be memorized. In alphabetical order, but these lists do not indicate the relative popularity of these words.

So, another way of looking at advertising claims is simply to list the most common, or most frequently repeated. Many observers have offered such lists, usually based on informed guesses and estimates. Some claim that "free" is the magic word. Others claim that it's the combination "exciting new."