1. Consider the target audience. Companies tailor their messages to a specific age, ethnicity, gender, or income bracket. Companies tailor their messages to a specific age, ethnicity, gender, or income bracket. Advertisers study demographics, or the composition and behavior of population groups, to understand lifestyle choices and buying patterns. Advertisers study demographics, or the composition and behavior of population groups, to understand lifestyle choices and buying patterns.

2. Emotions & Advertising Advertising is full of appeals including featuring product, drives & instincts (needs), motives, emotions, roles, personality traits, values, traditions, attitudes, beliefs and knowledge. An emotion is one of the best appeals in advertising.

3. Emotional Appeal It means product advertising appealing to emotional desires rather than logic, economy or utility. These can include: Fear, hope, anxiety, love, distress, surprise, guilt, shame, interest, excitement, joy, anger, disgust, contempt or loathing, sadness, happiness, amusement, peacefulness, grief, sorrow, trust, anticipation, depression, envy, frustration, sympathy, loneliness, embarrassment, horror, dread, awe.

4. Emotions & Brands Emotions help advertisers to create brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and consume brands rationally as well as emotionally.

5. Abraham Maslow, a famous psychologist, identified 5 groups of needs that people have and that emerge one after another, after each need is meet. Hierarchy of Needs 1. Basic Physiological needs, 2. Safety and security needs, 3. Belongingness and love needs, 4. Esteem needs, and 5. Self-actualization needs. Success of long lasting effect of any advertisement largely depends on in which stage we are and what our main needs are.