ADVERTISING...WHO ARE WE TALKING TO? II

INFORMATION

IN ADDITION TO THE INFORMATION WHICH ADVERTISING CONVEYS, THE CONSUMER USUALLY HAS SOME OF HIS OR HER OWN.

THEREFORE, AN ADVERTISEMENT IS ONLY ADDING TO OR TRYING TO ALTER WHAT IS IN THE CONSUMER'S MIND.

IF THE CONSUMER FIRMLY BELIEVES THAT LIFEBUOY IS THE BEST TOILET SOAP FOR HEALTH THEN THE TASK OF THE COMPETITOR WHO WISHES TO ENTER HIS PRODUCT IN THIS ADVERTISING AREA IS QUITE CLEAR CUT.

HIS TASK IS TO MAKE THE CONSUMER UNLEARN THE THINGS SHE KNOWS ABOUT LIFEBUOY AND THEN LEARN ABOUT THE NEW SOAP.

THE CONSUMER MUST NOT ONLY BELIEVE THE NEW MESSAGE IN PREFERENCE TO THAT OF LIFEBUOY, BUT SHE MUST ALSO REMEMBER THE PRODUCT'S NAME AT THE POINT OF SALE, SHE MUST RECOGNIZE THE NEW PACKAGING TO ASSURE HERSELF THAT SHE IS GETTING WHAT SHE ASKED FOR.

THE GOLDEN KEY

TO MANY PEOPLE IN ADVERTISING THE SELLING PROBLEM IS SEEN AS A SIMPLE STATEMENT: 

EVERY PRODUCT FILLS A NEED

IN THEORY, OF COURSE, THIS IS AN EXCELLENT STARTING POINT IN THE CHARTING OF A PRODUCT'S ADVERTISING CAMPAIGN.

BECAUSE PEOPLE DO BUY THINGS TO FILL SPECIFIC NEEDS.

MEN WHO FEEL A NEED TO REMOVE THE HAIR FROM THEIR CHEEKS BUY BLADES, RAZORS AND SHAVING CREAMS.

WOMEN WHO DESIRE SUPPLE, SOFT SKIN BUY CREAMS AND LOTIONS.

PEOPLE BUY PRODUCTS TO FILL NEEDS.

AND EACH OF THESE NEEDS FALLS INTO ONE OF THE BASIC MOTIVATION WHICH GOVERNS HUMAN BEINGS.

PHYSIOLOGICAL NEED IS PROBABLY THE MOST POWERFUL OF ALL. IT AFFECTS THE VERY BASICS OF LIFE: FOOD, CLOTHING AND SHELTER. IT IS ONLY WHEN THESE NEEDS ARE FILLED TO A SATISFACTORY LEVEL, THAT A PERSON MAY SUCCUMB TO THE OTHERS.

SECURITY IS THE LOGICAL SEQUEL TO THE FILLING OF PHYSIOLOGICAL NEEDS. ONCE A PERSON HAS THE BASICS, HE WANTS TO PROTECT THEM. HE WISHES TO ELIMINATE UNCERTAINTY FROM HIS LIFE AND BRING ORDER INTO HIS HOME.

LOVE FOLLOWS THE PHYSIOLOGICAL AND SECURITY NEEDS QUITE CLOSELY. A PERSON WHO HAS THE BASIC NECESSITIES OF LIFE AND A SUFFICIENT DEGREE OF SECURITY TURNS TO THE FAMILY, FRIENDS OR LOVED ONES FOR ACCEPTANCE. THE NEED TO BELONG ESTABLISHES ITSELF. THERE IS ALSO THE STRONG DESIRE TO BECOME A MEMBER OF SOMETHING.

SELF-ESTEEM IS THE STAGE AT WHICH A PERSON IS REALLY SEEKING SELF-CONFIDENCE. HERE THE PERSON NOT ONLY SETS OUT TO ACHIEVE BUT ALSO TO ENSURE THAT THE ACHIEVEMENTS ARE COMMUNICATED TO THOSE WHO ARE OF SIGNIFICANCE IN THE ACHIEVER'S EYES.

SELF-FULFILLMENT IS THE GREATEST OF HUMAN NEEDS, MAINLY BECAUSE IT IS NEVER ACHIEVED. IT IS THE HUMAN QUALITY WHICH DOES NOT ACKNOWLEDGE SATISFACTION.

LETS CONCLUDE BY ASKING A QUESTION WHICH MAY WELL HAVE BEEN ASKED AT THE BEGINNING; ' AS ADVERTISING MEN WHAT ARE WE SEEKING WHEN WE  SAY WHO ARE WE TALKING TO '.

IN ALL HONESTY, WE ARE TRYING TO DETERMINE HOW THE CONSUMER SEES HERSELF OR HIMSELF. BECAUSE ONCE WE KNOW THE EXACT SELF-IMAGE OF A PERSON, IT BECOMES THAT MUCH EASIER TO FILL HIS OR HER NEEDS.