Lesson 8: Advertisement Flashcards
Appeals to a potential buyer
Aims to sell products, a service or ideology
Advertisments
Advertisers use techniques that would enhance the appeal of their products to cater to the needs of consumers.
Packard’s Theory of Needs
Identified these hidden needs and yearnings in the human mind through his essay “Marketing Eight Hidden Needs.”
Vance Packard
An individual has a need to feel safe
Emotional Security
An individual has an inner need to feel important
Reassurance of Worth
An individual has a need to be praised
Ego Gratification
An individual needs an outlet to express creativity
Creative Outlets
An individual has need for things that allow him/her to show affection
Love Objects
An individual has an inherent need for power which has been exploited by merchandisers
Sense of Power
An individual has a need to connect to one’s identity
Sense of Roots
An individual has a need to defy death
Immortality
• Life insurance
• Vanity products
• Vitamin supplements
Immortality
• Pension plans
• Automobile brands
• Health and fitness products
Emotional Security
Aim for a massive audience
Magazines and newspapers
For a smaller audience
Brochures, fliers, and coupons
