More on how advertisers appeal to customers BMI3C
Needs Marketers must take into account why people behave in a certain manner when preparing effective promotions There are 2 types of needs Real Emotional A real need affects your physical existence while an emotional need affects how you feel about yourself
Who have we looked at that talked about needs?
Who have we looked at the talked about needs? Maslow’s Hierarchy of Needs Alderfer’s ERG Theory
Maslow’s Hierarchy biological needs security needs need for belonging for survival eg. food, clothing, shelter, physical activity, rest security needs seek to ensure a certain level of existence eg. property insurance, life insurance need for belonging a desire to be part of an identifiable group - family, friends, society eg. fashion, cars
Maslow’s Hierarchy need for esteem - eg. exclusive clubs, expensive automobiles, latest fashions, prestige furniture, houses need for self-fulfillment - an inner sense of fulfillment eg. fitness activities, self-interest courses, part-time university
From Appeal to Action ALL products sold MUST appeal to one of Maslow’s levels and then the consumer is encouraged to buy This psychological flow is referred to as the AIDA formula This is the process by which we learn about a new activity and then act upon what we have learned.
The AIDA formula A = attention I = interest D = desire A = action process of turning one’s mind to a particular activity I = interest must be obtained after attention is gained D = desire it is important that the product fill a particular need and make the consumer feel a need to further investigate the possibility of a purchase A = action a want is changed into a need and the consumer responds and takes action by purchasing a product
Success? There must be a careful blend of Maslow and the AIDA formula in order to achieve success What sort of needs and desires to marketers use to appeal to customers?
Needs/Desires/Qualities Material possessions desire for wealth, influence, pride and prestige, power Love & sex human need to attract members of the opposite sex Self-esteem desire to be popular & admired Health to feel well, live a long time, retain strength & vigour
Needs/Desires/Qualities Fear of the unknown? Emulation admire famous people Convenience like to provide for physical comforts Sense appeal appeal to maximum use of five senses
Needs/Desires/Qualities Excitement new experiences Stable home life universal need for the security of a happy home life Enjoyment seek satisfaction through courses, magazines, books, clubs, restaurants, movies
Examples What type of appeals, needs, or desires are the following ads using?