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Marketing Appeals
Motivational researchers tell us there are 12 basic human desires that are essential to all selling, whether selling face-to-face or in advertisements. Most marketing messages appeal to one or more of these desires:
1.
Security. We all
have a need to feel secure. We buy a home for security. We put money into a savings
account, contribute to pension funds and buy insurance for security.
2.
Possessions. We like
to buy and own things. Some people might consider possessions as a measure of
personal worth.
3.
Imitate others. We buy many things just
because we see others buying them. It's often called
“keeping up with the Joneses.”
4.
Good health. We spend
a lot of money on products and services to satisfy a desire for good health.
5.
Sexual and romantic drives. Many
personal grooming products, how-to books and services are
sold with these appeals in mind.
6.
Curiosity. We’re attracted to new products and unusual imagery. “New!”
is a frequent appeal in advertisements. We are naturally interested in things
outside the ordinary. This motivator may not necessarily sell something, but it
does get attention.
7.
Love of beauty. Tastes in “beauty” may
vary between cultures and generations, but a desire for beauty – in music, art,
literature, personal appearance, etc. – burns deep in us all.
8.
Play and relaxation. We take
trips, buy toys, join clubs and much more in order to
satisfy this desire. The economy of some states and countries depends on
tourism and our desire for play and relaxation.
9.
Feel important. People will often buy all
sorts of products and services because ownership makes them feel important.
10.
Physical pleasure and
comfort. We like comfortable beds, warm homes, bubble bath,
lounge chairs, personal products and such that give us
pleasure and make us comfortable.
11.
Love of others. We buy many products for
the people and pets we love.
12.
Avoid discomforts. Often we spend a lot of
money to avoid both real and imagined discomforts and inconveniences: e.g.,
insect repellants, service agreements, household
products.
Marketing Tactics
·
The Straight Sell. A clear, simple presentation of product or service benefits, with
an emphasis on product differentiation. “Do you need this? We have it.”
·
The Educational. For
examples: using a lawyer to inform a customer about a legal service; or
offering detailed schematics of a product.
·
The Testimonial. A credible endorser such as a celebrity or “hidden camera”
interview supporting the advertised good.
·
The Humorous. Attracts,
entertains, holds, and sells the audience.
·
The Dramatization. A demonstration of the product or service in action.
·
The Artistic. Use of creative imagery or music to attract the audience, while
subtly promoting the advertising message.
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