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The average person is exposed to between 4,000 to 10,000 ads daily, from various mediums like TV, magazines, online articles, and more. For marketers, the challenge is to make their ads stand out. This begins with understanding two categories of advertising appeals: emotional and rational. Marketers must then select from 23 types of appeals that effectively resonate with their audience. The speaker, Mike Plugger from Viz Me, introduces this tutorial to explain and provide examples of these 23 types of appeals, aiming to assist in better branding of products.