If I am not wrong, I shall describe customer intelligence over here. Today's customer is sharp in mind and budget for single penny he spends. If advertiser looks for what influence consumer's decision, nothing is wrong. Purpose of writing this article is a try to associate advertising and marketing appeals with customer's hidden persuaders to purchase.
Vance Packard defined relationship between product, presentation and image on one hand, and customer motivation on the other hand.
They are:
1. Emotional security, comfort and confidence: Motivation forces behind purchase of food or safety features in car are security, survival and stability.
2. Reassurance of worth: purchases must make customers feel good. They must satisfy themselves, friends and colleagues. Styling and presentation do matter.
3. Ego gratification: anything that is sold successfully must include a measure of perceived personal achievement. Instant coffee doesn't sale only convenience but also should be good enough to present to friends.
4. Creativity: a variety of the ego-need is creativity.
5. Love objects: Children are used extensively in TV commercial to engender sense of love and warmth. Marketing power of products like washing powder, groceries, fast food, cars, holidays and fabrics is based on love object.
6. Power: the power of product or offering is reflected in the person who uses it. Automobile industry is based on power. What else to say? Cigarette or alcohol!
7. Traditions and roots: "Good old days" in modern era. Maintaining old days test or reputation. 'Return to traditional values' or ' back to basics'.
8. Immortality: this follows on from ego gratification, traditions and roots. Stability, order, control and eternal personal prosperity are all associated with longevity are important in presentation of long-term offerings.
(Source: The Hidden Persuaders, Vance Packard)
A good ad normally focuses on one core selling proposition. Twedt suggested that messages be rated on desirability, exclusiveness and believability. The message's impact depends not only on what is said about but also on how it is said. For example, Rational positioning or Emotional positioning.
Advertising message may be based on following appealing factors.
1. Product Features - Price (value-for-money, economy etc.), quantity, performance, special features, quality, convenience, practicality, uniqueness, necessity.
2. Drives - Physiological states with a strong effect on behavior
3. Motives- Psychologically potent ideas directing behavior towards conscious or unconscious goals
4. Emotions- Physiological changes that are evaluated cognitively and may lead to changes in conscious feeling
5. Roles - Familial, gender, sub cultural, occupational, peer.
6. Personality traits - Extraversion, introversion, tolerance of ambiguity, field dependence, impulsivity/reflectivity, conformity etc.
7. Values - Enduring and non-specific beliefs shared by groups concerning what is generally desirable, proper, good or bad
8. Attitudes - Acquired mental dispositions which regularly lead individuals to view things in certain ways and to act accordingly regardless of particular goals
9. Beliefs & Opinions - Influenced by attitudes more than knowledge
10. Knowledge - Influence by knowledge
(Advertising Appeals: By Daniel Chandler, UWA, May 1996)
Let's see how best can I influence as an advertiser to customer's minds mapping various appeals in messages.
Emotional security
Drives, Motives, Emotions
"Don't leave home without it" - American Express Card
Comfort
Product Features, Beliefs & Opinions, Knowledge
The best seat in the house." - JOCKEY UNDERWEAR
Confidence
Personality traits, Product Features, Attitudes, Beliefs & Opinions
"America lives in Dacron" - Dacron Fabrics
Reassurance of worth
Values, Product Features, Personality traits, Beliefs & Opinions
"We bring good things to life." - GE
Ego gratification
Personality traits, Beliefs & Opinions, Motives, Roles
Even your best friends won't tell you." - LISTERINE MOUTHWASH
"You are in a Beauty Contest Every Day of your Life." - CAMAY SOAP
Creativity
Values, Attitudes, Drives
"America's storyteller." - KODAK
"When there's no tomorrow." - FEDERAL EXPRESS
Love objects
Emotions, Roles, Product Features, and Drives
"Reach out and touch someone." - AT&T
Power
Attitudes, Beliefs & Opinions, Knowledge and Product Features
"The Power to Be Your Best." - APPLE COMPUTER
Traditions and roots
Roles, Personality traits, Values and Emotions
"Good, excellent, superior, above par, nice, fine, choice, rare, priceless, unparagoned,
unparalleled, superfine, superexcellent, of the first water, crack, prime, tip-top,
gilt-edged, first-class, capital, cardinal, couleur de rose, peerless, matchless, inestimable, precious as the apple of the eye, satisfactory, fair, fresh, unspoiled, sound; GKN: over 80 companies making steel and steel products."
- GUEST, KEEN & NETTLEFOLDS, LTD. (1962)
Immortality
Product Features, Values, Knowledge
"Diamonds are forever" - De Beer
Anyway, just remember what Roger said,
" One AD is worth more to a paper than forty Editorials".
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