In order to successfully promote products or services, it is essential to set clear marketing goals and develop marketing and advertising strategies.

One of the main aspects of promoting products is that the product has to sell itself, meaning the product has to be useful, needed and desired by customers.

However, designing such product requires deep knowledge of the company target customers' needs, demands and motives.

Psychology is a vital tool in the process of discovering these important motives and needs, as the main goal of the Integrated Marketing Communications is to promote products and services, designed to meet the needs and desires of the company's target customers. The product has to find its unique place in their lives and top position in their product list. Thus, let us talk about:

1). Needs. The need is a sense of lack, which brings discomfort. Needs are the major human behavior motivators. The needs can be physical as well as social. They cannot be created artificially, since it is a natural part of a human being. Therefore, the needs are dominant over the demands and motives.

Some needs can be ignored or suppressed, while others, especially the physical needs, cannot be ignored, otherwise, they may result in death.

The needs are very powerful and strong motivators to act. Some needs dominate over others. In certain circumstances one need may put aside all other needs. The need to eat may be so pressing that it may restrain safety or clothes needs. Some of the needs emerge due to the subornment, society or climate people live in.

2). Demands. The demand is a need or wish of a person that has found a certain way of expression and satisfaction. Frequently, the way of satisfying one's needs depends on the society. Unlike needs, the demand can be created. For instance, people always had a need to get new information about the world they live in. Although, with the development of new techniques and television, they have attained a new demand to satisfy this need. Thus, there has been created the demand for TV sets.

In civilized societies, people are able to satisfy most of their needs, therefore, the demands become of most importance to them, which gives manufacturers great possibilities to promote their products and services, creating new demands and discovering more ways to advertise them.

3). Motives. They move people to actions, such as the purchase making or choosing the way to satisfy their demands and needs. There are conscious and unconscious motives. The unconscious ones make greater impact on the buying behavior, than the conscious ones. This is the position, where the advertisement comes to effect. When using unconscious motives, presenting information or a product properly, one can motivate a consumer to make a purchase and meet his needs in one or another way.

An effective advertising is always based on clear knowledge of consumers' needs, demands and motives, as the goal of advertising is not to impose a product but, instead, to present them the best way to meet their needs with the offered product or service.