Added: 07/21/2005 |
Discovering customers' motives for more successful advertisingDiscovering customers' motives for a more successful advertising
Despite their direct use, some products may have a psychological value for people. They may serve as a mark of their belonging to a social group or show the social status of a person. Every single person has his own unique image of the world, where he can function and take a comfortable position, allowing him to present himself adequately. Due to this world view, the consumers are likely to accept, to filter out and interpret the product advertising as it seems appropriate for them. This psychological feature of the product perception may help an advertiser to differentiate and position the product on the market.
Choosing the products, the consumers are directed by conscious and unconscious motives. Sometimes, an unconscious motive may prevail over a conscious one. For instance, when a woman goes to buy tights, having a conscious motive to buy good, dense hoses, she may have an unconscious, non-verbalized motive. She would like to look more sexy and attractive. It may make her buy a more expensive type, showing her in a more attractive way. In this way, an unconscious motive may prevail over a conscious one. The woman, at the meantime, may hardly explain her behavior and the choice she made.
Some products create a special prestige. The same prestige may be provided by the trade network, selling this product, or by the Media that advertise it. For instance, American teenagers prefer to shop or to receive gifts, purchased with the Moll network, though the same products cost much cheaper in the Wal-Mart network. The same is true for the Media as well. For instance, a product for ladies, advertised with a prestigious magazine and destined for a privileged audience, may be of the same quality as a similar product, advertised with cheaper editions, destined for the lower classes of consumers.
When designing advertisements, it is highly recommended to keep in mind the conscious and unconscious motives. It is important first to define your target market segment and learn the needs, demands and wishes of your consumers, as well as their perception of an advertisement. It will allow you to create images as properly as possible and to choose a good Media for carrying out the information about your product to people. All this will motivate people to perform the actions, you expect from them. Please note that it is crucial not to manipulate your consumers, while doing this work. Your product or services have to conform perfectly to your advertisements. Your goal is to establish strong, long term relationships with buyers, to win their faithfulness to your brand instead of pursuing a one time contact, leaving a negative impression of your company or products in peoples' minds. The best advertisement is a satisfied consumer. The worst advertisement is a deceived or disappointed consumer. Therefore, when you try to know your customers and their motives, aim also to serve them in the best possible way. Otherwise, all you efforts will be considered as attempts to manipulate them.
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