Consumer Motivation Questions 1a. Present two advertisements that depict two dif
ID: 387730 • Letter: C
Question
Consumer Motivation Questions
1a. Present two advertisements that depict two different defense mechanisms and explain each of their effectiveness.
1b. Present three advertisements. One that appeals to the needs for power, one for affiliation, and one for achievement. State the effectiveness of each.
1c. Most human needs are dormant much of the time. What factors cause their arousal? Present two examples of ads that are designed to arouse latent consumer needs and discuss their effectiveness.
1d. in 2004 the food industry spent $10 billion on marketing to children, significantly contributing to the number of obese and overweight children, which was a population that has doubled in the past 20 years. Present one of these ads and discuss the ethical concerns around it.
Explanation / Answer
1 (a) Defense Mechanisms
A print ad by a builder for a residential complex that says “Beautiful, ready-to-move in flats with the lowest down payment of $XXX and no interest payments for the first year of your home loan”.
The above is an example of Autism Defense Mechanism. Simply put, “Autism” is day dreaming wherein a potential customer tries to achieve an imagined sense of gratification of living in a house that is both beautiful and financially less demanding.
A TVC that shows a Hollywood actor spraying a deodorant. This is an example of Identification. A potential customer after watching such an ad will resolve his/her feeling of frustration by identifying with this superstar.
Both such advertisements are immensely effective in satisfying the frustration that a customer has.
1 (b) Ad appealing to the need for Power
Mercedes Benz print ad that says “Men talk about women, sports and cars. Women talk about men inside sports cars”
This ad clearly suggests that if you are a man driving around in a Benz sports car, you will be the topic amongst women, hence you will have the power to demand their attention.
Ad appealing to the need for Affiliation
Coca Cola’s campaign in the Australian market wherein they took popular Australian names and printed them on the labels of the bottle. So every time one would buy a coke, one would look for either his/her own name or a friend’s. This was a highly successful campaign that addresses the need for affiliation.
Ad appealing to the need for Achievement
Nike’s print ad with Kaepernick’s face and a slogan that says “Believe in something. Even if it means sacrificing everything.” This has been yet another highly effective commercial that addresses the notion that to achieve something that you believe in, sacrifices are to be made.
1 (c) Dormant needs can be aroused due to the following factors
Physiological Arousal: This is where a bodily need becomes a trigger point for a need. Examples of ad include sugar free biscuits for diabetic customers and low cholesterol cooking oil for people with heart diseases.
Emotional Arousal: This is where autistic thinking gives rise to a latent need. Examples include “For every dollar spent in our product, we donate 50 cents to an NGO” and the “owing of a house” example given in the previous section.
Environmental Arousal: This is where a cue in the environment that we live in triggers a latent need. For example, an appeal by local government not to use plastic to save the environment or an ad by an NGO to plant more trees.
1 (d) Ethical concerns around food and beverage companies’ marketing techniques
The biggest example to have faced flak is that of McDonald’s. The company has always tried to capture the imagination of children through various methods such as usage of their mascot, and giving away free toys with happy meals. As a practice, this has caused great problems in the population that has had a lasting impact.
To counter this, the company has engaged in several corporate social responsibility initiatives such as nutritional awareness amongst communities.
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