Advertising and Heirarchy of Needs

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1.0 Introduction

According to the marketing guru Philip Kotler, Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by an identified sponsor. In simpler
words, advertising is a means of informing and communicating essential information to an
audience used to encourage or persuade them to continue or take some new action. In order to
get the audience do something, advertisers must make them want to do it. Research has shown
that consumer buying habits are influenced by different motivators, which are an interplay of
wants and needs, which depend on a persons lifestyle characteristics.

Advertisers try to understand and bank on the motivation that consumers have when they buy
certain products and services. It is seen that people are often motivated to make purchases
because of their desire to fulfill various types of needs identified by Abraham Maslow in his
Hierarchy of Needs theory. Because of this, it is important for advertisers to make use of this
theory of human needs when developing their campaigns.

In his 1954 book Motivation and Personality, Abraham Maslow introduced his theory of the
hierarchy of needs. According to Maslow, the basic needs that all human beings share can be
seen as forming the shape of a pyramid, with the most basic and fundamental needs at the bottom
and the more refined, higher needs at the top. At the lowest rung of the pyramid, we find the
physiological needs, which include such things as the fulfillment of hunger and thirst and the
obtaining of shelter. The second level consists of safety needs, such as needs for a home in a
secure environment and a stable job. The third step on the hierarchy is concerned with social
needs, such as the desire for love and belongingness. The fourth level is where we find esteem
needs, which include desires for recognition and status. The fifth and topmost level of the
hierarchy is concerned with self-actualization needs; people at this level are motivated by such
things as a desire for creativity and self-development. People can experience desires from the
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different levels of the hierarchy at the same time. However, it is generally understood that people
tend to satisfy their lower needs first, and then work their way up to the higher levels.

Another area pertaining to advertising that relates to Maslows hierarchy of needs is that of
developing market segmentation systems. This is something that is particularly important to
advertisers who are interested in conducting direct mail or other direct-to-customer campaigns.
Based on Maslows theory, advertisers have found it useful to break down customers not only
into basic demographic categories (such as age, income, and place of dwelling) but also into
lifestyle categories, which reflect the differing needs of different types of people. By
categorizing consumers on the basis of their buying motivations, direct marketers are able to
tailor campaigns to better targeted audiences.13 VALS (Values and Lifestyles System) was an
early system for segmenting markets, and it was based on the ideas contained in Maslows theory
of human needs. Various other segmentation systems based on similar models have been
developed over the years. Therefore Maslows hierarchy of needs is a vital part of advertising.

Figure Abraham Maslows Hierarchy of Needs
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Following is an analysis of how advertisements on the product and the organization levels
address and relate to each of the five stages of Maslows hierarchy of needs.

2.0 Physiological Needs
The very first tier of Maslows Hierarchy of Needs comprises of the most basic and instinctive
needs vital for human survival, without which all other needs become secondary Physiological
Needs. The physiological needs of the organism take first precedence. This array of needs
include the basic necessities like water, food, shelter, clothes, etc.

2.1 Advertisements at Product Level
On the product level, physiological needs are satisfied by consumption of basic necessities such
as clothes, food, etc.

Product Advertisement 1

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This coffee advertisement by McDonalds approaches two of the basic human needs of thirst and
hunger, whose fulfillment is necessary for the human brain to function properly. In todays busy,
consumer-driven lives, coffee acts as a refreshment and source of energy for people. Use of
words like creamy, dreamy, etc. and inclusion of a picturesque cup of delicious chocolaty iced
coffee stimulates the various neurons in human brains creating an immediate desire of thirst, and
places the McCaf such that viewers would want one right away. Combination of the sumptuous
Cup of Iced Mocha and its succinct description is complementing each other to the extent that
consumers would almost experience the feeling of having a cup of Iced Mocha at McDonalds.
Pouring catchy, delicious words on a coffee colored background would help keep the effects of
the ad in the consumers mind for a longer period of time.


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This ad addresses one of the basic physiological needs of people - clothing. This is an ad of the
winter collection of DKNY (a famous fashion line) from 2010. On the very first level the ad has
five female models adorned in colorful jackets. Clothing is a mans fundamental need and in
winter, jackets and winter-wear become indispensable. Above, the five models pose in colorful
jackets of DKNY in a cold winter morning. The models are all posing or standing in a manner as
though they are very comfortable and cozy. So the ad shows that these jackets not only serve as
fashion items but also meet the need of comfort and warmth. The jackets are also offered at sale.
The ad mainly promotes a super sale of two jackets for $25.99. So the viewers get attracted by
the lower price and are instigated to buy the items. Besides the different colors of the jacket and
beautiful female models reinforce these jackets as attractive items and make this ad an effective
one. So, this ad mainly showcases jackets which meet the basic need of protection from cold and
need for warmth and comfort, i.e. basic necessity items. Furthermore, they are given out at a
cheaper price which also indirectly caters to physiological needs by cutting costs of buying other
necessities.

2.2 Advertisements at Organization Level
At the core of human motivations are the basics of survival food, water and shelter, etc. As far
as the physiological needs are concerned in the organization, employees should be paid with
appropriate salaries to purchase the basic necessities of life. Breaks and eating opportunities
should be given to employees.

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Organization Advertisement 1

Physiological needs are the core physical requirements like food, clothing, shelter, thirst, hunger
which are essential for survival. However, fulfillment of these primary needs is only possible
through the secondary need of income or money. Henceforth, this advertisement from Southland
is the perfect illustration of the physiological human needs. It is a simple recruitment
advertisement for the position of a school bus driver, adeptly stating out the job requirements.
The first and second line in the advertisement indicates that the driver would have a perfect
work-life balance. In simpler words, he would get sufficient time to rest and fulfill his various
basic needs of sleep and hunger. The third line directly states a handsome salary in a way such
that the applicants would believe that they do not need to put an effort to earn the money (what
most parents do for free). Overall, this advertisement would give applicants the idea that this is
the perfect job with the perfect salary where they would have enough time to spare and attain a
relaxed, stress free life.

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A person beginning their career will be very much concerned with physiological needs such as
adequate wages and stable income. This Royal Navy advert catches the desire to satisfy the
lowest motivational need by clearly laying out the guaranteed salary that this job will offer.
Money is a secondary drive which ultimately leads to the fulfillment of primary drives which are
innate ones such as hunger, thirst, etc. Hence by stating a salary range that is higher than most
other competing employers coupled with a lucrative bonus, this advertisement conveys to the
viewer that working in this organization will clearly fulfill his and his familys most basic needs.
Moreover the mention of a 6 weeks paid holiday further motivates the viewer in the
physiological sense since rest and relaxation are also basic needs without which one cannot
function.

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3.0 Safety Needs
With his physical needs relatively satisfied, the individual's safety needs take over and dominate
his behavior. These needs have to do with man's yearning for a predictable, orderly world in
which injustice and inconsistency are under control. In the world of work, these safety needs
manifest themselves in such things as financial security, health and wellness, safety against
accidents and injury, etc. Together, the safety and psychological levels of the hierarchy make up
what is often referred to as the basic needs.

Consumers trying to fulfill this need will buy products that help themselves feel and be safe in
present and future times.


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Safety is that category of need which is important for survival but not as essential as the
physiological needs. When it comes to personal or health security, an individual would want to
secure his surrounding environment. Putting on traffic safety vests is not only a good idea for
road employees and traffic personnel, it is also a protective measure every road user should
consider having, as a safety precaution, meant to promote their own security. The above
advertisement reinforces the human need for safety in the roads. Needless to say, Craft is aiming
for a broad target market through this advertisement. The advertisements tag line, Its yellow,
its ugly, it doesnt match anything, yet it can save lives is phrased in a way such that it states
the harsh truth, yet instilling it into the consumers minds for an inordinate amount of time.
Getting Karl Lagerfield, a famous German fashion designer, to wear a fluorescent safety vets
might also initiate vest sales and increase awareness among the consumers. The tag line, the
small caution box on the bottom right corner and the overall setup of the ad would even act as a
reminder to many consumers about safety hazards. Moreover, portrayal of a reflective triangle in
the advertisement would also attract Crafts niche market which in this case would be the road
employees and traffic personnel.

The following ad is a perfect
example of a product that makes
people feel more secure more
financially secure to be exact. The
Oklahoma Farm Bureau Crop
Insurance dramatically portrays the
common form of danger that
farmers usually face natural
disasters. One Storm. One hour.
One Years IncomeGone.
exemplifies how it takes a measly
on hour to ruin one whole years of
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hard work of harvesting. Using the picture of a darkening sky looming ominously over healthy
ripe harvest helps to understand the extent of calamity that a natural disaster could bring forth. It
arises the feeling in viewers, particularly harvesters, that they are not safe without this insurance.
The overall ad gives a feeling that although natural calamities cannot be avoided, with the
Oklahoma Farm Bureau Crop Insurance one can easily overcome this adversity.

In the perspective of organizations, finding a steady job, obtaining health insurance, contributing
money to a savings account and moving into a safer neighborhood are all examples of actions
motivated by the security and safety needs. People need to feel safe, protected, secure and free in
their personal as well as working life. Organizations can cater to safety needs by providing
employees with job security, safe and hygienic work environment, and retirement benefits so as
to retain them.
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Employees are assets to any and every organization, irrespective of the size and industry the
organization belongs to. It is because of the employees that the people in the top-level
management get to achieve what they achieve at the end of the day (i.e. success in most cases).
Thus one of the fundamental factors that the organization takes care of is the health and safety
needs of its employees. The concern for safety hazards is higher for organizations which deal
with, mining, construction etc. where the laborers have to face perilous events every other
minute. CFMUE is one of the worlds leading main trade unions covering workers in privately
owned construction, development and investment management groups. The above picture is a
printed advertisement of safety needs that are taken care of in CFMUE, unlike the other leading
company Grocon, where employee safety is of least concern to the organization. The fact that
one of the employees interview was highlighted here, which said Im in the Union. They
protect my health and safety makes it easier for all those people to better connect with the
advertisement. Also I dont want my life in the hands of Grocons Yes men shows that
CFMUE is a better organization to be with if safety is an issue. This ad will help the candidates
to choose which construction group to work for if they want to have safe and sound working
lives. Hence the above advertisement fulfills the safety needs of the organization.


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This is ad for the employee recruitment of a construction company Dreamstime. This company
puts great value to its workplace safety and security of its employees. Thus it advertised the
organization based on this factor, thus meeting the second need from Maslows Hierarchy of
Needs, i.e. need for safety.
The ad shows one of the construction sites of the company in the background and focuses on a
hanging notice on a grill which says No hat No boots No vest No job. This line is directed
towards its current and future employees and imparts the message that if one does not use hat,
boots or vests for precaution then one will not have a job in Dreamstime. This advertisement
effectively gives out the message to future employees about the value the organization puts to
precautionary measures. It also serves as a lucid warning to the existing employees about the
safety measures. The construction site in the background adds a good touch to the advertisement,
making it look lifelike. So this ad clearly focuses on meeting employees safety needs by
showing the indispensable requirement of maintaining security measures to ensure a job in the
organization.

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4.0 Social Needs - Love and Belongingness
After the basic levels of human need like Physiological and Safety are surpassed, humans seek
social interaction. They move to the stage where they require the sense of Love and
Belongingness and they want to be a part of a social group (e.g. society, family, community,
etc.). This need is strong in childhood and old age. Deficiencies (e.g. lack of care, hospitality,
affection, etc.) within this level of Maslows hierarchy may cause emotional turmoil.

Because of the social nature of humans and the long developmental period from birth to
adulthood, the need for love and belonging is closely linked to the need for survival. Desire for
closeness and bonding result in the creation of family and social structures, which brings new
members of the species into existence; something that nurtures and supports them on an on-going
basis. The need for love and belongingness includes the range of intimacy between/among
people and encompasses caring, compassion, empathy, a sense of having a place in the world,
being part of a community, feeling accepted and approved of versus rejection and disapproval.
Consumers prefer products that create such feelings.

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With the development of society and passage of time, the number of working people has
increased. This in turn has left the old parents isolated at homes without anyone to take proper
care of. Old age is such a phase of life, when utmost care is required just as a child requires it.
Thus old age homes are solutions to this problem. The above advertisement portrays the caring
aspect of old-age homes. This old age home is a medium that helps in adding colors of love, care
and happiness to the elderlies ripening age. The black and grey duotone used in this ad reflects
the grave emptiness that one feels when neglected; and the use of bright yellow, a color often
associated with liveliness, to represent the organizations logo automatically positions it as a
loving and caring place. Seeing this advertisement, a child would be tension-free, knowing that
their parents would be properly taken care off. Moreover, the elderly would feel being loved and
cared even when their own children would fail to take their responsibility.

This Coca Cola advertisement was
released on Mothers Day. Mother, the
word itself comprises of love, affection
and belongingness. Mother is the one
person without whom any family is
incomplete. Mothers Day is the
celebration of this love and warmth all
throughout the world. People believe
this day to be an opportunity to return
this love. Coca Colas advertisement
addresses this unparalleled section of
love and belongingness in human
psychology. Framing this grand day and
their product together infuses
consumers need for love with Coca
Cola. Consumers consciously or
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unconsciously believe Coca Cola to be a part of their perfect day with their mothers. They feel
the urge to initiate the presence of Coca Cola in their celebrations (e.g. One may buy a bottle on
his way to meeting his mother, celebrate Mothers Day dinner with Coca Cola). This sole
consumer belief that a mere product can connect them with their close ones and can spread love
(symbol of love gushing out from the logo) is the success of the Coca Cola advertisement as
fulfilling the need for Love and Belongingness. Moreover, by conveying Mothers Day messages
in different languages enhance the sense of belonging and connectivity. It makes consumers all
around the world feel included to the extent that they would celebrate the day with their mother
and a Coca Cola even if the consumers were not aware of the day. Furthermore, the brands
trademark color of red completely goes with this magnanimous day of love, affection and
festivity.

Love and belongingness may not sound like a very pertinent aspect in the corporate world as far
as executives are concerned, but recent discoveries in the field of HR Development have turned
this phase of Maslows hierarchy of need into one of the significant pillars of an organization.
According to recent studies, the most prominent reason for employees to leave a certain
company is due to the fact that they feel under-appreciated, underestimated, or even
psychologically oppressed. Absence of this tier within the organizations brings about such
results.

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The above advertisement acts as an invitation for people to be part of a group (in this case, a
Nursing Community) which satisfies the need of Love and Belongingness. The words
EMPOWER and TOGETHER act like individual sentences which speak volumes about the unity
within AAMN. The ad in itself and the underlying description about the organizations say how
they enable each other to move forward as a unit. The entire ad focuses on the power of WE. It
clearly states that AAMN offers an environment of belonging and collective learning which says
Members of AAMN engage in mentoring as well as reverse mentoring, and thus represent the changing
dynamics of our profession. Being the only professional organization for men in nursing, AAMN offers an
environment of belonging and collective learning to help its members excel in the profession.
Do more with your professional association memberships. Join AAMN and augment your learning from the
experience of a culturally, racially, geographically diverse group of nurses.

The American Assembly for men in Nursing

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a lot about their attention to addressing this need of Love and Belongingness. Careful selection
of models and how welcomingly they are interacting to work on a common cause, show how
AAMN is open to organizational diversity, which in itself is a proponent of belonging and
acceptance.


This is a recruitment advertisement of Kingman Regional Medical Center which addresses the
love and belongingness that people look for in the places where they work. By leaving a puzzle
piece empty from this otherwise organized jigsaw puzzle and engraving the powerful words
You complete us in it, instantaneously makes the viewer feel that the job features will result in
a feeling a sense of belonging or community. The perfectly fitted puzzle pieces also state how
Kingman Regional Medical Center is like a tightly knit family, one that values acceptance and
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welcomes new entrants with warmth. The viewer would also feel valued by simply looking at
this ad and hence, the recruitment strategy here is to bank on the social needs that are often
strong in people.

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5.0 Self-Esteem Needs
Self-esteem needs come into play after the first three needs are met. Once the physiological,
safety and love and belongingness needs are met, every person then wants to be valued or
esteemed highly in the society for who he/she is. For an individual esteem means to be accepted,
recognized and valued. All humans have a need to be respected, to have self-esteem, self-respect,
and to respect others. People need to engage themselves to gain recognition and have an activity
or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in
a profession or hobby.

In the product level there are many products which help to uphold peoples social image and help
to boost their confidence. Generally brand names can contribute to meeting this need of man.

The following advertisement is an
advertisement of the watch brand Omega.
In the advertisement, wearing the watch and
giving a confident intimidating look is none
another than Bond, James Bond. James Bond
is an action hero who plays the lead role of
the famous movie series of James Bond. He
is not just a famous figure but he serves as a
symbol of class, power and sophistication.
This advertisement was released after the
release of the James Bond movie, Quantum
of Solace when Daniel Craig (playing James
Bond) was particularly popular. Here
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Omega has positioned its watches as those worn not by any commoner but by someone suave,
daring and classy as James Bond. So the strategy of this ad is to exemplify that this watch is not
worn by everyone. This gives its consumers a sense of superiority and elite class. Besides the ad
line James Bonds Choice tells the viewers that James Bond prefers this brand which attaches a
sense of exclusivity to this watch. Moreover by portraying James Bond (played by Daniel Craig)
as a model, this ad targets all those who follow and craze for this action figure, and also those
who follow Daniel Craig. So its viewers perceive Omega as a brand which will make them feel
exclusive and Bond-like. Thus the ad carters to the external esteem needs of its viewers. It relates
Omega watches with success, power, sophistication and courage by its portrayal of James Bond.
Besides, the confident intimidating look of the model also gives an aura on confidence to its
viewers. The background of this ad is black; a color which exudes elegance and class. So this ad
successfully caters to its viewers self-esteem needs.


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The next advertisement is one of Black Card. The tag line of the ad itself positions the product as
the most prestigious and versatile credit card of the world. The ad introduces the credit card as
not just another piece of plastic but rather it is made with carbon. This information makes the
viewers perceive this card as one which is more select than the other credit cards.
The ad also wisely mentions that this credit card is not for everyone but only for 1% of the U.S.
population. The black color of the VISA card signifies the premium platinum users. This
immediately again makes the viewers realize that the card is exclusive for only a certain higher
class of people of the society. The big image of the credit card, the bold tag line and the
description are all designed to express the exclusivity and the prestigious value of the Black
Card. So the viewers realize that this product will serve their need of enhancing their social
image and possessing something ostentatious. Thus this advertisement has accurately targeted its
viewers self-esteem needs.

As far as esteem needs are concerned, organizations can appreciate and reward employees on
accomplishing and exceeding their targets. It can give the deserved employee higher job rank or
position in the organization. People need to feel success and that they are achieving something;
they also need to feel prestige and status.

The following picture depicts an advertisement of recruitment in PHILAM LIFE, an AIG
Company. The huge ladder and the women climbing up the ladder, tell volumes about the
pinnacle of success that can be achieved from this organization. Being successful is one of the
fundamental components of having a high self-esteem.
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The tag line This way up, printed in
bold letters shows that once an
individual joins the organization,
there is no going down; the only
direction of displacement would be
towards the top, by being more and
more successful. Moreover, the other
tag line Be a Philamlife Financial
Advisor and achieve success in every
step of the way points out that in the
way to reach the peak of achievement,
each step will assist in acquiring
accomplishment.

Furthermore, brief descriptions of
PHILAM LIFE like - the undisputed
industry leader for over six decades,
most trusted by consumers, affiliated
with AIG, widest network and
excellent career development; give
people a clear idea about how it is one
of the perfect organizations to work
for and that landing this job is all the
esteem boost they need. This ad will instigate the candidates to apply for the firm, so that they
too can climb up the ladder to achieve success. Thus this advertisement appeals to the self-
esteem needs.

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Human needs for Self-Esteem or Self-
Respect lead to people aspiring for a
respectable job. Mostly, top-notch
organizations in the job market attract
applicants through their brand names.
CITI, being one of the Big 4 banks of
America, is no different. The above
advertisement is for the position of a
Customer Solutions Officer. The key
words in bold blue letters, A CITI of
Opportunity, spell bounds applicants
with its promise of opportunities in
their dream company while adeptly
using a pun in the sentence. The
caption, Its where the best belong
portrays the company as the best and
challenges employees potential to get
into the organization and creates the
urge to attain such a respectable
position. Moreover, the logo in itself is
enough to trigger the applicants need
for esteem. It is also to be noted that all
the images in this ad are of women.
This would motivate the prospective
women applicants to apply since they
can now visualize their success in one of the most prestigious companies of the world.

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6.0 Self-Actualization Needs
The last stage in the hierarchy of needs is self-actualization. Abraham Maslow described this
high-level need in the following way - "What a man can be, he must be. This need we may call
self-actualization. It refers to the desire for self-fulfillment, namely, to the tendency for him to
become actualized in what he is potentially. This tendency might be phrased as the desire to
become more and more what one is, to become everything that one is capable of becoming."

In Maslow's scheme, the final stage of psychological development comes when the individual
feels assured that his physiological, security, affiliation and affection, self-respect, and
recognition needs have been satisfied. As these become dormant, he becomes filled with a desire
to realize all of his potential for being an effective, creative and mature human being.


On the product level, the self-actualization need is translated into consumer buying behavior of
purchasing things that make themselves happy and other people happy.

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The cruise advert perfectly addresses the self-actualization need. Travel provides us with the
opportunity to find meaning to life. It is a mode of self-enjoyment and also providing happiness
to others by taking them on trips. The message clearly displayed in the ad is escape home.
explore the world. which is an indirect play on the notion of unplanned action and freedom from
institutionalized regulations to pursue ones own interests. This appeals to the self-actualization
needs of people who have a desire to liberate their identities. By capturing the horizons,
mountains and ocean in one spherical shape, the advert represents that this cruise will lead to the
ultimate fulfilling experience since one can enjoy all the elements of the world on this single trip.
A missing slice from this spherical pie indicates that this gratifying trip is not out of your reach.
Furthermore, the ad has an extensive use of the blue color. Blue is the color used to represent
heaven which conveys a sign of reaching up to cloud nine. It also symbolizes inspiration,
sincerity and spirituality traits highly desirable of self-actualization seeking people.
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A university or any educational institution is the place to discover ones potential and act on it.
As discussed earlier, Self-Actualization is this realization which a university brings about. In the
above advertisement of New Mexico State University, we see how they are trying to approach
their target group of aspiring High-School graduates by nudging on their need for self-
actualization. They are portraying themselves as a multiplier of human potential. The very first
line, Achieve Your Best is synonymous to self-actualization. The advertisement says how NM
State is going to help students Unleash Their Potential in their diverse areas of interest, ranging
from history to hotel management. Live, Learn and Thrive a probable motto of the university
defines how life should be intertwined with success which in turn comes from discovering ones
true abilities. The images included actually help the prospective applicants to relate better, get a
clearer view of their goals. This ad would increase, if not deepen, students belief of
outperforming themselves and thereby increasing their association with the university.
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On the organizational level, self-actualization needs are met when the job organization offers its
employees a challenging environment in which ones skills and competencies are fully utilized.


The above recruitment ad of the US Marines addresses the self-actualization needs. The strategy
of this ad is that if one joins the Army Reserve, one will achieve a sense of accomplishment and
become a better, stronger, more powerful person because of it. It gives the viewers a chance to
better themselves and become a complete and well-rounded individual. The sentence You will
learn to walk with honor. represents growth opportunities the organization provides to
employees so that they can reach their peak. All the taglines, specifically If you have what it
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takes to make it challenge the individual to be the best that one can be. The organizational
value of You will gain the wisdom to command with decisive resolve. allows people to freely
express who they are at work, contending to make self-expression and individuality important to
people. Finally the tagline You will take your place among the most elite warriors on earth.
evokes in viewers that they will have achieved something great by being one of a very select
group, and that joining the Marines is the ultimate form of self-actualization. Moreover, serving
the country arouses in people self-satisfaction like no other.

This is an ad for Saint Marys University, Canada for teachers recruitment. This ad meets the
self-actualization needs of people. Its tag line I want to make a difference, not just a living
directly addresses the self-actualization need to achieve a sense of worthwhileness and of
creating an impact. It tries to impart the
idea that the profession of teaching is not
just about earning a living but also about
making a difference in the lives of others.
So this helps people to realize their need
to give back to the society through
teaching at Saint Marys University.
Below, towards the right side is a line
written in smaller font Where will you
go? This poses a challenge to the
viewers, as to where they want to head in
life; to mercenary jobs where they will
only make money, or to Saint Marys
University where they can facilitate
change for the betterment of society. The
man in the background whose face is not
fully shown represents any person to
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whom the viewers can relate to. It is as if the ad is speaking to the viewers directly through the
universal representation of the man in the background. So by giving an option of making a
difference it gives the viewers a choice to get a meaningful job which meets their self-
actualization needs.

7.0 Conclusion
As discussed in this paper, Maslows hierarchy of human needs is a useful tool for advertisers.
Even when selling goods pertaining to the basic needs, such as food or clothing, advertisers have
appealed to the higher needs, because people respond more compellingly, and on an emotional
level, when such needs are evoked. Therefore, advertisers are recommended to realize that they
are not simply selling food, clothes, cars, electronic gadgets, or what have you; they are actually
selling feelings of status, security, or social belonging. It has also been found effective to create
advertisements that play on the fears and anxieties related to the hierarchy of needs. In other
words, just as consumers might be motivated to buy products that they believe will give them
status or social belonging, they might also be motivated if they fear that not buying the product
will result in a loss of such things. As this paper has shown, advertisers are strongly putting
Maslows theories to use. In addition, to understand how consumers can be segmented into
different categories, based upon the types of needs that motivate them to purchase items,
advertisers are applying the theories of Maslow. This kind of knowledge is important because it
has enabled advertisers to more effectively target their campaigns. It can be concluded that the
hierarchy of needs has irrevocably intertwined itself with advertising and marketing strategy and
will continue to provide us insight about the elusive phenomenon that consumer buying behavior
is.

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