1. More on how advertisers appeal to customers
BMI3C

2. 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

3. Who have we looked at that talked about needs?

4. Who have we looked at the talked about needs?
Maslow’s Hierarchy of Needs
Alderfer’s ERG Theory

5. 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

6. 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

7. 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.

8. 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

9. 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?

10. 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

11. 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

12. 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

13. Examples
What type of appeals, needs, or desires are the following ads using?