advertising appeal

Definition:

Distinctive claim of an advertising. the appeal of an advertisement to the intended

audience

Creating advertising appeal for a good or service begins with identifying a reason
for people to buy it. Advertising agencies then build advertising campaigns around
this appeal.

Types of Advertising Appeals

Advertising intends to promote the sales of a product or service and also to inform
the masses about the highlights of the product or the service features. It is an
efficient means of communicating to the world, the value of the product or the
service. Advertising utilizes different media to reach out to the masses and uses
different types of appeals to connect to the customers across the globe. The various
types of advertising appeals harness different means of highlighting the features of
a product and drawing the attention of the masses towards it. Here is an overview
of the different types of advertising appeals.

Different types of Advertising Appeals

Audio-Visual Media Advertising: In this advertising technique, the advertisers use the very popular audio and visual media
to promote a product. It is the most widely used media that can effectively influence the masses. Television and radio have
always been used to achieve a mass appeal.

Bandwagon: This advertising appeal aims to persuade people to do a certain thing because the masses are doing it. It is a
human tendency to do as the masses do. Bandwagon technique of advertising captures exactly this psychology of human
beings to induce them to use a certain product or service.

Black and White Fallacy: In this advertising appeal, only two choices are presented before the audiences, thus compelling
them to buy the product being advertised.

Card Stacking: This advertising appeal involves the display of a comparative study between two competing products. The
facts in favor of the product to be advertised are selected. They are put forth in comparison with those of a competing
product to make the product appear better than its competitors.

Classified Advertising: This type of advertising makes use of newspapers and periodicals to make public appeals about
the products or services to be advertised. Know about going global with classified advertising.

Corporate Advertising: Corporate advertising is an advertising appeal wherein corporate logos and company message are
publicized on a large scale. Hot air balloons are commonly used in advertising a product. Some companies propose to place
their logos on booster rockets and space stations to achieve a wide publicity of the company.

Covert Advertising: This is the practice of achieving an indirect publicity of the product by advertising it through movies and
TV shows. TV actors and characters in movies are often shown using certain products. Covert advertising is an indirect way
of advertising a product by featuring it in films and television shows.

Demonizing the Enemy: In this advertising appeal, the advertisers make the people with an opposing point of view appear
unacceptable. The people bearing certain ideas are made to appear among the disliked individuals of society. This form of
advertising involves the idea of encouraging an idea by discouraging the ideas contrary to it. It is like proving a theorem by
disproving its inverse!

Direct Order: When the advertisers appeal the masses by showing them the steps to take, in order to opt for a particular
product or service, they are said to be using direct order. This advertising appeal often communicates the steps to choose a
certain product or service and presents them to the audiences in a simplistic manner.

Disinformation: This technique involves a purposeful dissemination of false information. In the context of military, this
technique is used to mislead the enemy. It commonly includes forging of documents and the spread of rumors.

Email Advertising: This is a relatively new advertising appeal that makes use of emails to advertise products.
Advertisements are sent through emails, thus bringing out communication with a wide range of audiences.

Emotional Words: This advertising appeal makes use of positive words to generate positive feelings in the minds of the
people about a certain product. The advertisers often use the words like 'luxury', 'comfort' and 'satisfaction' to create positive
vibes among the masses to attract them towards the product being advertised.

Euphoria: The use of positive events characterizes this advertising appeal. Declaration of a great discount or sale on a
holiday and making luxury items available at affordable prices are often used to aim mass appeal.

Flag-waving: The advertising appeal that makes use of the patriotic flavor to publicize a product is known as flag-waving. In
case of flag-waving, the advertisers try to justify certain actions on the grounds of patriotism. The masses are persuaded to
choose a particular product because doing so will be an exhibit of patriotism.

Glittering Generalities: In this form of advertising, advertisers make use of logical fallacies. They use appealing words
without giving any concrete idea about what is being advertised.

Half Truth: In this advertising appeal, the advertisers use deceptive statements to publicize their product. They often use
double-meaning words or statements to convey their message to the masses.

Interactive Advertising: This advertising appeal makes use of the interactive media to reach out to the target audiences.
Advertisers often hold exhibitions or trade-shows and offer rewards in the forms of discounts and free gifts to increase the
sale of their product. Distribution of free samples of a newly launched product and publicity of a product through interactive
means are some examples of interactive advertising. Have you participated in contests intended to promote products? Have
you come across websites offering free products to users? The free stuffs are popularly known as freebies. Know more
about Freebies.

Internet Advertising: It is a relatively recent form of advertising appeal. Internet has become one of the most influential
media of the modern times. Websites attract thousands of users everyday and expose them to the advertisements on the
websites.

Labeling: With an intent to increase or diminish the perceived quality of a product, the advertisers use labeling or
categorization. Categorizing a product under a group of associated entities makes it appealing or unappealing to the
masses.

Name-calling: This advertising appeal makes use of direct or indirect attack on the products in competition with the product
being advertised. Direct name-calling involves making a direct attack on the opponent while indirect name-calling makes use
of sarcasm to demean the products of the competitors.

Outdoor Advertising: Outdoor advertising is a popular advertising appeal that uses different tools to attract the customers
outdoors. Billboards, kiosks and tradeshows are some of the commonly used means of outdoor advertising. Fairs,
exhibitions and billboards that draw in the passersby are often used in outdoor advertising.

Performance-based Advertising: In performance-based advertising appeal, the advertisers pay only for the results. The
advertising agency assumes the entire risk and hence ensures that the advertisement is pitched well.
Plain Folks: This advertising appeal aims at attracting the masses by using common people to advertise a product.
Bombastic words may not always appeal the common folks. They can rather be attracted by communicating with them in
their language. The use of homey words, as they are called, and purposeful errors while speaking to give a natural feel to
the speech, is characteristic to this advertising appeal.

Print Media Advertising: The print media is one of the most effective means of advertising. Many advertising appeals make
use of the print media to reach out to the masses. Media like newspapers, brochures, manuals and magazines are used for
publicizing the products.

Public Service Advertising: This advertising technique is used to convey socially relevant messages to the masses. Social
messages on issues like poverty, inequality, AIDS awareness and environmental issues such as global warming, pollution
and deforestation are conveyed by the means of appeals to the public through public service advertising.

Quotes Out of Context: This advertising appeal makes use of popular quotes. The advertisers using this advertising appeal
alter the widely known quotes to change their meaning. This technique is used in political documentaries.

Relationship Marketing: This form of advertising focuses on the retention of customers and customer satisfaction.
Advertisers appeal to the target audiences with information that suits their requirements and interests.

Repetition: This advertising appeal uses the technique of repeating the product name several times during an
advertisement. Jingles are often used in this advertising technique to linger the product name in the minds of the masses.

Scientific Evidence: This technique attempts to appeal the masses to use the advertised product, by providing the
audiences with survey results. The advertisers often use statistical evidences and market surveys to publicize their product.

Shockvertising: This advertising appeal makes use of shocking images or scenes to advertise a product. The name is
derived as a combination of the two words, ‘shocking’ and ‘advertising’.

Slogans: Slogans, as we all know, are striking phrases used to convey important information of the product to be advertised
in an interesting manner. There are lot many famous advertising slogans that we are familiar with.

Snob Appeal: Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are induced
to buy a certain product so that they can stand out of the crowd. It is often indicated that buying the product will make them
look different from the rest. It is often indicated that the product is not affordable for the common masses by attaching a
'sense of exclusivity' to such products.

Stereotyping: This advertising appeal is also known as name-calling or labeling and attempts to categorize the advertised
object under the class of the entities, which the masses fear.

Subliminal Advertising: This advertising appeal makes use of subliminal messages, which are intended to be
subconsciously perceived. Subliminal signals go undetected by the human eye. However, they are perceived at a
subconscious level. Subliminal appeal often makes use of hidden messages and optical illusions.

Surrogate Advertising: In cases where advertising of a particular product is made illegal, the product companies come up
with other products with the same brand name. Advertising the legal products with the same brand name reminds the
audiences of their legally banned products as well.

Testimonial: People tend to relate to their favorite figures in the glamor industry. People attracted to their idols often tend to
adopt what their idols do. They want to emulate the people they relate to. Testimonial makes use of this human tendency by
using the words of an expert to recommend their products. Celebrities are used as ambassadors for products in order to
promote the sale.

Transfer: This advertising appeal is implemented in two ways. In a positive transfer, a product is made to associate with a
respected individual of society. However, in case of a negative transfer, the advertisers state an analogy between a product
and a disliked figure in society.

Unstated Assumption: When the idea behind the product or service being advertised is repeatedly implied, it is known as
an unstated assumption. In case of using this advertising appeal, the advertisers do not state the concepts explicitly. They
rather imply their ideas in various ways.

Viral Advertising: It can take the form of word-of-mouth publicity or of Internet advertising. The aim of the advertiser is to
market the product on a very large scale. This advertising appeal intends to achieve a speedy publicity of a product similar
to the spreading of a pathological or a computer virus!

Word-of-Mouth Advertising: It can turn out being a very effective advertising appeal. It can achieve phenomenal success
to an extent where a brand is equated to a common noun. Vaseline can be sited as one of the excellent examples of word-
of-mouth publicity, where the company name, ‘Vaseline’ became synonymous with the product name, ‘petroleum jelly’.

This was an overview of the different advertising appeals that advertisers around the world use to market their products and
services. Many of the popularly used products and services of today have gained popularity thanks to the advertising
techniques that were implemented for their publicity. Advertising appeals used by a company are important determinants of
its success.

Importance of Advertising

Advertising is an important aspect of promoting almost any product, service or brand. Most of the dictionaries also refer to
advertising as,
• an activity that involves the public promotion of goods and services, or a brand or a
company or an establishment
• a business of drawing public attention to goods and services and their merits
• a process that calls attention to a particular good or service
• a process that makes publicity for a said subject (such as a good, service, product,
brand, person, establishment, company or firm)
Thus, from the above definition it can be concluded that advertising is a task that involves making the public aware and
conscious about the subject that is being advertised. Neo-classical economists and modern economists often criticize
advertising by calling in a profession that creates awareness about a product in the consumer's brain, which eventually leads
to a craving to own that product. This continual process that is bought about by advertising eventually leads to increasing
demand and eventual scarcity of resources. Moving on to importance of advertising…

Why is Advertising Important?

The aim of any business is to maximize the sales of that business. This maximization results into a lot of revenue and profits
for the company. Advertising ensures that the sales of the business increase. The second importance is that the product
which is sold under the banner of a specific brand also becomes a household name. For example, Coke or coca-cola is a
house hold brand name. Same is the case of Pepsi. Such popular brand names have huge customer base that is loyal to the
brand and continues to purchase the product for a prolonged time period. Such a customer base also introduces the product
and brand to many other people.

Creation of awareness is the primary objective of any advertisement. Thus, when any product is advertised, people become
aware about its existence and as mentioned above, a need and craving to purchase and own the commodity.

Importance of Advertising in Business

From the business point of view, advertising not just optimizes sales and product promotion but the goodwill of the specific
brand that is earned is an important asset. A well known brand not only has a good customer base but it is a great ground to
introduce new products under the same banner. In such a case, there is a very high probability that people are going to
purchase the new product out of curiosity. It is often said that reputation gained and maintained due to advertising helps out
the business through out the life time. The logic behind that is simple. When advertising creates awareness, people know
about the product and when they known about the product, they pay attention to its newer advertisements and the
probability that the person will buy the product will increase. To conclude the paragraph it can be said that advertising helps
business gain loyal customers as well as a good platform in the entire market.

Importance of Advertising in Marketing

Apart from gaining a loyal customer base, advertising is often successful in marketing the brand and conveying financial
details about the brand to the consumers. The pricing details often generate an interest and the process of money planning,
starts ticking in the person's mind.

Offers such a buy 2 get 1 free or discounts are introduced to the consumers successfully through advertising. Such offers
result into a spurt of sales and are quite instrumental for clearance sales, new introduction sales, re-release sales, etc.
Advertising thus, plays quite a comprehensive role in marking policies.

Importance of Advertising on the Internet

There is a significant importance of online advertising due to the fact that an online advertisement results into global
awareness. Today, when a person feels the need to purchase something, his first reaction is to search the web. With your
advertisement being present on the web, there is a high possibility that the consumer is going to purchase your product. In
fact, financially speaking online marketing services are much more convenient for consumers and cheap for producers as it
drastically brings down the cost of advertising.

The manifold advantages of advertising have been observed for a long period of time. However, the intensity and
importance of advertising have greatly increased due to the technological advancements of the modern era.
 Advertising campaign

An advertising campaign is a series of advertisement messages that share a single

idea and theme which make up an integrated marketing communication (IMC).
Advertising campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a champion

theme as it sets the tone for the individual advertisements and other forms of
marketing communications that will be used. The campaign theme is the central
message that will be communicated in the promotional activities. The campaign
themes are usually developed with the intention of being used for a substantial
period but many of them are short lived due to factors such as being ineffective or
market conditions and/or competition in the marketplace and marketing mix.

An advertising campaign is a specific course of action designed to advertise a

company, cause, or product that employs an intentional and carefully coordinated
series of marketing tools in order to reach the target audience. The end purpose of
any ad campaign is to boost awareness of the subject matter and generate
demand. The exact structure of the advertising campaign will often depend on the
nature of the product or cause and the target audience that the campaign is
designed to reach.

While specifics vary from one advertising campaign to another, some of the same
tools are used in just about any campaign. Both print and electronic media are often
used to generate attention and enthusiasm for the subject of the campaign, often
with the logical and timely launch of different tools at specific points in the overall
campaign. While in time past, electronic media referred more to television and radio
broadcasts, that component now includes tools such as online banner ads, text
messaging, and email advertisements.

In terms of print media used in an advertising campaign, ads placed in newspapers

and magazines are a time-honored method of reaching the target audience. The
ads usually are designed to pique the interest of readers and entice them to learn
more about the topic of the ad. In order to ensure that the desired consumers are
reached, the print advertisements will often appear in print media that is geared
toward those consumers. For example, software that is designed to keep track of
sales leads and existing clients may appear in a magazine that caters to sales and
marketing professionals.

With electronic media, television and radio commercials remain a viable means of
attracting the attention of buyers and creating demand for various products and
services. Short television commercials designed to amuse as well as inform tend to
make an impression on the viewer and are highly likely to entice a significant
number of consumers to purchase the products displayed in the ad. In like manner,
an advertising campaign may also include short radio commercials that catch the
ear of the listener and help to conjure up visual images that create demand for the
product.

Along with traditional methods of creating an advertising campaign, newer tools are
making it possible to reach consumers in new ways. Many companies design
advertising campaigns to current clients that rely on such tools as text messaging
or email advertising. For example, a telephone service provider may notify existing
customers of upcoming specials on bundled services by sending a text message to
the client’s cell phone. As an alternative, the service provider may notify the
customer of upcoming sales or new products and services via an email. When
coordinated with other tools as part of an overall advertising campaign, it may be
possible to upsell current clients to generate more revenue as well as gain a
significant number of new customers.

For the most part, an advertising campaign will set specific goals that must be
realized in a given period of time. In the event that the campaign does not quite
meet the goals, the overall approach can be reworked slightly for the remainder of
the campaign, or the information gained during the current campaign can be used
to create a more effective follow-up advertising campaign strategy. Learning from
the experience of past campaigns makes it possible to strengthen upcoming
campaigns and move closer to achieving the goals set by the advertiser.

For example:

Disney also promotes its marketing advertising campaigns regarding its movies.

Licensing of products related to Disney movies is always done to capitalize on the

success of the film. For example, the recent release of Toy Story 3 and Tangled all
had merchandise tie ins like toys of the characters as well as t shirts.

This cross promotion is like a free advertising campaign for the movie because the
merchandise sold is sold at a profit and they remind the consumer about the movie.

The advertising campaign cost has to be managed to bring the highest return on
those advertising dollars. Spending a lot of money on advertising without
strategically seeking the right markets in which to advertise does not yield the most
effective results.

Spending a lot of money is also not the answer because there is the economics law
of diminishing returns to contend with. After a certain point additional advertising
gains will not be made.
 CLIENT BRIEF

The client brief is a document that is used as a starting point in designing a home,
and is formed first by the client and then refined with the help of a building designer
or, in this case, you.

The client brief will act as a guide throughout the design process and will help form
the "foundation" of your home design. The client brief should contain all your most
fundamental requirements such as: "our home must be open plan and be an
extension of the backyard", "the house must be clean and airy", or "our holiday
home will be a haven from city life".

You should collect any pictures, samples (paints, fabrics etc), and any other items
that will act as a visual prompt during the design process and give everyone
involved a general feel for what you want.

It is essential that your wishes and essential requirements are understood as clearly
as possible right from the very beginning.

Note that a client brief does not have to be a lengthy document, often one page will
be enough, but your brief should be seriously discussed with the other people in
your life who will have a vested interest in the home before design work begins.

○ The brief is the most important piece of information issued by the

client to the agency

○ It is the statement of the problem/opportunity

○ It emphasizes on clarity and a succinct summation of the company’s

positioning, its marketing strategy and what it wants to get out of PR

○ It should/ usually contains key nuggets of information

2. Need for a Brief

○ It leads to better, more effective and measurable work
○ It saves time and money
1. Research revealed that 99% of agencies and 98% of clients agree that:
“Sloppy briefing and unclear objectives wastes both time and money”
○ It makes remuneration fairer
1. Over 90% of agencies and 84% of clients agree that: “ Payment by
results is impossible without fully agreed business objectives & the brief
is one of the tools that helps us in measuring results”
3. Components o f a Good Brief
-Written Briefs
1. Research shows that 94% of clients and 98% of agencies believe that
“A combination of written and verbal briefing is the ideal”.
Reasons:
The discipline of writing a brief ensures some rigour on the part of the agency; The opportunity to discuss
this at a subsequent verbal briefing; Avoids the significant waste of time and resources
-Clarity of Thinking
 A good brief is not the longest or most detailed, it’s the one whose clarity and focus
creates the platform for a great strategic leap, a good PR insight and an effective solution
 Good briefs leave you with a clear understanding of what you are trying to do in terms of
objectives, goals & strategy.
-Clearly Defined Objectives
 Objectives must be crystal clear
 The business problem should be clearly defined
 Concrete business objectives rather than woolly intermediate objectives are essential

 For Example:
 If the objective is indeed to attract & retain talent for XYZ company then :
 Explain the desired objective that XYZ company wants to achieve. How will it
achieve this objective, What is the medium of communication – PR specific? If the
objective is achieved – how does one measure it?

AD CAMPAIGN THEME

Your ad campaign’s theme: Is it a product promotion or a party?

Use of buzz words have invaded every area of communication and how
their proper use or misuse can either clarify or confuse a message.
To mark the specialness of holiday events, peasants would incorporate
rare luxuries or would spend valuable time fashioning creations for
their celebrations. Because of the passion involved, the items often
became cherished heirlooms and the practice of creating and enjoying
them became traditions. Those without talents to produce such items
but who could afford to buy them, would purchase the items expecting
that the sentiment that went into creating them would somehow have
been imbued in the item. If the items failed to yield these emotions,
even with sensitive reflection by its purchaser, the search went on to
fill the emotional void with more items. Commercialization by season
and holiday proved a lucrative pursuit.
Early advertisers quickly learned to adapt their messages to themes
which prominently influenced the psychology of their prospects.
Seasons and holidays have traditionally presented time-oriented
opportunities. Manufacturers, merchandisers, marketers and
advertisers found it only natural to tie into the public’s temporal
awareness. For example, the concept of “harvest specials” was
originally based on the validity of local, pre-national/global distribution.
 It mutated and is now also applied to all forms of nonperishable items.
It is natural for the fashion industry to release their clothing lines on a
seasonal basis. Merchandisers promote sales such as “Spring,
Summer, Fall or Winter Clearance Sales” to clear space for newly
released clothing tailored for the following season. Marketers and
advertisers carried this core concept of tapping public awareness from
a seasonal to a holiday time frame. Sales of specific categories of
merchandise were not only timed to take advantage of the positive
emotions associated with celebration of a holiday, but holidays
themselves were manipulated to lend their identities to specific
products regardless of their origins. Christmas gifts, Valentine cards
and, of course, what is Thanksgiving without a turkey and cranberry
sauce – even in Arizona!
Themed events that did not occur as a result of season or holiday were
born out of the same practice – the desire for an event to deliver a
special feeling. Psychologist Abraham Maslow’s pyramid proposed that
our motivations are structured on a sequence of conditions being met.
Each condition could not be met until the underlying condition was
achieved. They are, from the pyramid’s base up: survival, security,
belonging, esteem and finally, self-actualization.The top two tiers of
the pyramid, a seeking of self, is what makes people promote and want
to experience special events with others. Sharing the associated
emotions is the core of sporting and cultural events, competitions and
awards ceremonies.
Themes make for pleasant parties and events and there is nothing
intrinsically wrong with themed commercial promotion as a vehicle to
conveying the features and benefits of a product. If a theme doesn’t
naturally apply to the market or the product, don’t use it.

Advertising campaign
An advertising campaign (a.k.a. ad campaign) is a promotional program which involves the act of
distributing series of ads. These ads are displayed and/or aired within a specific period of time.

The most common purpose of an advertising campaign is to introduce a new product or service and to
increase the sales of an existing product or service. This is usually one by way of newspaper, internet,
television, and radio ad campaigns.

Ad Themes
The most important aspect of creating a new advertising campaign is to determine the campaign theme.
These themes will become the recurring message being sent out to consumers after the new ad
campaign is launched. Campaign themes can be designed for use over a long period of time, or they can
be set just for a limited time only.

Themes of ad campaigns involve the use of specific colors, designs, slogans, and advertising text. The
themes center around ideas relevant to the particular product or service being promoted.
Ad campaign duration
The duration of an ad campaign all depends on how long a particular product, service or idea can be
marketed for. For example, ads for computers and software systems can be promoted year round,
because a customer can benefit from the use of these products all year round. The same applies for
household items such as laundry detergent, macaroni and cheese, or even pet foods.

However, trying to sell Christmas ornaments in the spring or Valentine's Day cards in June will only be a
waste of money. Therefore, some advertisements will have themes that are used year round, while others
have short lived themes that are only used one season out of the year.

Effective ads
The key to effective ad campaign planning is to design when to start marketing a particular product,
service, idea, or company. In addition, the theme must be relevant to what is being advertised.

An example of an ineffective at would be if a TV commercial rambled on while showing a beautiful scenic

mountainside tourist spot and then announce its award-winning plaque killing toothpaste. Ad scenes that
are unrelated to the product being sold are very confusing.

Therefore, when choosing an advertising theme, it is best to choose one that both fits the time of year that
the product should be sold, as well as the product being advertised. Effective ad campaigns are the key to
a company's success.
 Advertising agency

An advertising agency or ad agency is a service business dedicated to creating, planning and

handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is
independent from the client and provides an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall marketing and branding strategies and sales
promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations and
government agencies. Agencies may be hired to produce an advertising campaign.

Types of advertising agencies

Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance
talent to perform most functions), small to medium sized agencies, large independents such as SMART and multi-
national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of
Companies and Havas.

Limited-Service Advertising Agencies:

Some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only
one or two of the basic services. For example, although some agencies that specialize in "creative" also
offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly,
some "media-buying services" offer media planning service but concentrate on media buying, placement,
and billing.
When the advertiser chooses to use limited-service advertising agencies, it must assume some of the
advertising planning and coordination activities that are routinely handled by the full-service advertising
agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the
strategic planning function, gives greater strategic direction to specialist creative or media agencies, and
exercises greater control over the product of these specialized agencies, ensuring that their separate
activities are well-ordered and -coordinated.
Specialist Advertising Agencies:
In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in
particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-
response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on.
Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for
example, specialized media or media uses are involved that require knowledge and expertise not ordinarily
found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is
technical and requires that writers and artists have training in order to write meaningful advertising
messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising
agency services in their area of specialization plus other, peripheral advertising services related to their area
of specialization.
In-House Advertising Agencies:
Some advertisers believe that they can provide such advertising services to themselves at a lower cost than
would be charged by an outside agency.
Interactive agencies:
Interactive agencies may differentiate themselves by offering a mix of web design/development, search
engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies
rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide
range of services, some of the interactive agencies grew very rapidly, although some have downsized just
as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined
as companies that provide specialized advertising and marketing services for the digital space. The digital
space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or
heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices
(iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although they focus
solely on interactive advertising services. They deliver services such as strategy, creative, design, video,
development, programming (Flash and otherwise), deployment, management, and fulfillment reporting.
Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing
and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website
design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign
management, content management services, web application development, and overall data mining & ROI
assessment.
The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based
social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube
have sparked market interest, as some interactive agencies have started offering personal and corporate
community site development as one of their service offerings. It still may be too early to tell how agencies
will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of
brand marketing and Interactive being the core of Brand's Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation management. This
type of agency is especially important if a company needs online damage control. For example, disgruntled
customers can quickly and easily damage a company's reputation via social networking sites. Reputation
management companies help stem the negative information or misinformation that might proliferate in their
absence.
Search engine agencies:
Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by some as
'agencies' because they create media and implement media purchases of text based (or image based, in
some instances of search marketing) ads. This relatively young industry has been slow to adopt the term
'agency', however with the creation of ads (either text or image) and media purchases, they do technically
qualify as 'advertising agencies'.
Social media agencies:
Social media agencies specialize in promotion of brands in the various social media platforms like blogs,
social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media
agencies are:
• social media marketing
• online reputation management
Healthcare communications agencies:
Healthcare communications agencies specialize in strategic communications and marketing services for the
Healthcare and Life Science industries. These agencies distinguish themselves through an understanding of
the strict labeling and marketing guidelines mandated by the U.S. Food and Drug Administration (FDA) and
industry group guidelines, most notably ADVAMED and PHARMA.

Medical education agencies:

Medical education agencies specialize in creating educational content for the Healthcare and Life Science
industries. These agencies typically specialize in one of two areas:
• Promotional education - education and training materials tied to the promotion of a given product or
therapy
• Continuing medical education - accredited education and training materials created for continuing
physician and medical professional education.
Other agencies:
While not advertising agencies, enterprise technology agencies often work in tandem with advertising
agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website
design and development, Content management systems, web application development, and other intuitive
technology solutions for the web, mobile devices and emerging digital platforms.
The student-run advertising agency model, which mainly operates out of university classrooms or as a
student groups, provides free advertising services to clients in exchange for the educational opportunity.

Agency departments
Creative department:
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies
usually form their copywriters and art directors into creative teams. Creative teams may be permanent
partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative
director, usually a creative employee with several years of experience. Although copywriters have the word
"write" in their job title, and art directors have the word "art", one does not necessarily write the words and
the other draw the pictures; they both generate creative ideas to represent the proposition (the
advertisement or campaign's key message). Once they receive the creative brief from their account team,
the creative team will concept ideas to take to their creative director for feedback. This can often be a back
and forth process, occurring several times before several ads are set to present to the client. Creative
departments frequently work with outside design or production studios to develop and implement their ideas.
Creative departments may employ production artists as entry-level positions, as well as for operations and
maintenance. The creative process forms the most crucial part of the advertising process.

Account services:
Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently
aware of the client’s needs and desires that can be instructed to the agency’s personnel and should get
approval from the clients on the agency’s recommendations to the clients. Creativity and marketing acumen
are the needed area of the client service people. They work closely with the specialists in each field. The
account manager will develop a creative brief, usually about a page that gives direction to the creative team.
The creative brief often includes information about the target audience and their attitudes and behaviors.
The creative team will take the brief and, aware of their parameters, develop original copy and graphics
depending on media strategy.
Media services:
The media services department may not be so well known, but its employees are the people who have
contacts with the suppliers of various creative media. For example, they will be able to advise upon and
negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major
media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which
can advise on media planning and is normally large enough to negotiate prices down further than a single
agency or client can. They can often be restrained by the client's budget, in which, the media strategy will
inform the creative team what media platform they'll be developing the ad for.
Modern agencies might also have a media planning department integrated, which does all the spot's
planning and placements.
Production:
Without the production department, the ads created by the copywriter and art director would be nothing
more than words and pictures on paper. The production department, in essence, ensures the TV
commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors
and production companies in the case of TV commercials; photographers and design studios in the case of
the print advertising or direct mailers). Producers are involved in every aspect of a project, from the initial
creative briefing through execution and delivery. In some agencies, senior producers are known as
"executive producers" or "content architects".
Other departments and personnel:
In small agencies, employees may do both creative and account service work. Larger agencies attract
people who specialize in one or the other, and indeed include a number of people in specialized positions:
production work, Internet advertising, planning, or research, for example.
An often forgotten, but integral, department within an advertising agency is traffic. The traffic department
regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator).
Traffic increases an agency's efficiency and profitability through the reduction of false job starts,
inappropriate job initiation, incomplete information sharing, over- and under-cost estimation and the need for
media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible
for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies
may have a traffic department of five or more employees.
Advertising interns are typically university juniors and seniors who are genuinely interested in and have an
aptitude for advertising. Internships at advertising agencies most commonly fall into one of five areas of
expertise: account services, interactive, media, public relations and traffic. University students working on
the creative side can find internships as a assistant art director or assistant copywriter.
An internship program in account services usually involves fundamental work within account management
as well as offering exposure to other facets of the agency. The primary responsibility of this position is to
assist account managers. Functions of the account management intern may include:
• Research and analysis: Gathering information regarding industry, competition, customer product or
service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be charged with creating and
managing a website as well as developing an advertising campaign. Hands on projects such as these help
interns learn how strategy and well-developed marketing are essential to a sound advertising and
communications plan.
During their internship, the intern will experience the development of an ad, brochure and broadcast or
communications project from beginning to end. During the internship, the intern should be exposed to as
much as possible within the agency and advertising process.
Advertising Agency Functions

(From another source)

Professionals at advertising agencies and other advertising organizations offer a

number of functions including:

• Account Management – Within an advertising agency the account manager or account

executive is tasked with handling all major decisions related to a specific client. These
responsibilities include locating and negotiating to acquire clients. Once the client has
agreed to work with the agency, the account manager works closely with the client to
develop an advertising strategy. For very large clients, such as large consumer products
companies, an advertising agency may assign an account manager to work full-time with
only one client and, possibly, with only one of the client’s product lines. For smaller
accounts an account manager may simultaneously manage several different, though non-
competing, accounts.
• Creative Team –The principle role of account managers is to manage the overall
advertising campaign for a client, which often includes delegating selective tasks to
specialists. For large accounts one task account managers routinely delegate involves
generating ideas, designing concepts and creating the final advertisement, which
generally becomes the responsibility of the agency’s creative team. An agency’s creative
 team consists of specialists in graphic design, film and audio production, copywriting,
computer programming, and much more.
• Researchers – Full-service advertising agencies employ market researchers who assess a
client’s market situation, including understanding customers and competitors, and also
are used to test creative ideas. For instance, in the early stages of an advertising campaign
researchers may run focus group sessions with selected members of the client’s target
market in order to get their reaction to several advertising concepts. Researchers are also
used following the completion of an advertising campaign to measure whether the
campaign reached its objectives.
• Media Planners – Once an advertisement is created, it must be placed through an
appropriate advertising media. Each advertising media, of which there are thousands, has
its own unique methods for accepting advertisements, such as different advertising cost
structures (i.e., what it costs marketers to place an ad), different requirements for
accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g.,
direct contact with media or through third-party seller), and different time schedules (i.e.,
when ad will be run). Understanding the nuances of different media is the role of a media
planner, who looks for the best media match for a client and also negotiates the best
deals.
Types of Advertising
If you ask most people what is meant by "type" of advertising, invariably they will respond by
defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in marketing,
type of advertising refers to the primary "focus" of the message being sent and falls into one of
the following four categories:
1. Product-Oriented Advertising
2. Image Advertising
3. Advocacy Advertising
4. Public Service Advertising
 Ad Testing

Ad Testing or more correctly "Advertisement Testing", refers to various

methodologies focusing exclusively on measuring the effectiveness,
perception, or targeting of a series of, or a single advertisement in a given
market. It is also related to Promotion Testing "promo testing" - which
generally tests communications in a broader campaign. Ad Testing can test
ads in any advertising media including print, TV/Cable, radio, billboard or
others. It can be used at any stage of the advertisement development
process including conceptualization, story board, or final stages.
Some Advertisement Testing focuses on competitive aspects (the
effectiveness of the advertisement compared to competing advertisements).
Some competitive Advertisement Testing techniques include asking
respondents to browse a magazine and then being asked to remember what
advertisements they saw and what was most memorable about them, a
general survey on advertisement recall and recognition in a specific market,
or testing competing advertisements in a deeper way by the use of face to
face depth interviews or focus groups.
Advertisement Testing is most frequently used however to decide on the
most effective advertisement from a series of alternatives at design stage.
This also provides guidelines for the final design of the advertisements, and
to correct expensive cultural gaffes that may occur when an advertisement
developed in a different country is being used in another country or cultural
target group.
Attributes most often tested include memorability, liking (or "affect"),
persuasiveness, consumer identification with settings or situations,
understanding of the appeal, and brand integrity.
Logos or tag lines can be tested in a similar manner.
 Consumer Jury Test :
A testing method for advertisements that involve the comparison, ranking, and
evaluation of ads by consumers.

Test market

A test market, in the field of business and marketing, is a geographic region or demographic
group used to gauge the viability of a product or service in the mass market prior to a wide
scale roll-out. The criteria used to judge the acceptability of a test market region or group
include:

1. a population that is demographically similar to the proposed target market;

and
2. relative isolation from densely populated media markets so that advertising
to the test audience can be efficient and economical.

Split-Run Testing
What is important is what works for your product or service. Split-run testing enables you to test
different marketing strategies and identify the elements contributing to the success of your
online marketing and advertising campaigns and more importantly, maximise your online sales.

Scientific split-run testing enables you to test the variables that make up your sales offer and
identify which elements are the more successful.

Page content and sales message, different headlines, different images or even different web site
designs can all be tested. Testing highlights which variables or combination of variables out-
perform others. Once identified these can all be incorporated into your online product advertising
to maximise your conversion rate and return on investment (ROI).

Market & Scientific Research

Market research is carried out in all areas of business and public life to measure consumer views,
attitudes, likes, dislikes and voting preference or intention. As face-to-face research, in an on-
line environment, is impossible, Split-Run Testing is the only way to measure a potential buyer's
preferences and responses to your online marketing strategy.

Split-Run Testing Elements

Any element of a marketing or promotional campaign can be tested:-
• Page/sales content/copy
• Length of copy
• Page design/layout
• Price offers
• Popup windows
• Web site design
• Headlines
• Font style, sizes, colour
• Site navigation
Two or more of any of these elements can be setup for testing and over a period of a few weeks
or months (depending on visitor numbers) scientifically collected data can be analysed to provide
real-world results showing which tested elements of your marketing strategy are actually
working and providing real returns for your sales & marketing effort.

The most successful marketers monitor, test and apply research data to refine their sales
message and presentation to provide their visitors and potential purchasers with the information
they need to complete the buying process. If not testing your visitor's experience then you're
severely limiting the performance of your web site Testing is the key to enhance your visitor's
experience, reduce associated sales costs helping to build and maximise your online income and
revenue earning potential.

Statistical Significance
The value of testing is dependent on the validity of the data and that is largely dependent on
sample size. In this context 'size' is certainly important. The more visitors your site receives, and
are subjected to the testing process, the more statistically valid will be the test results.

More importantly and significantly, the more visitors your site attracts the more critical it is that
you test their experience of your marketing strategy. Without proper testing and analysis the
value of your hard earned visitor numbers is being lost. Also, the higher the number of visitor
the shorter the test analysis cycle necessary to achieve statistically significant results.

However, lower visitor numbers is not a reason to forego proper testing. Although the testing
cycle will be longer, any results obtained still provide an indication, however rough, and is much
better than having no idea at all.

Test Subject Relevance

To ensure that your results are not flawed proper split-testing techniques need to be employed
to ensure test results are valid, relevant and meaningful.

It is important that when a potential buyer visits your site and takes part in the testing process
they are not presented with different versions of the test variable if they return before
completing the full test procedure eg they buy or fulfill the object of the test on visit 2, 3 or
more. If this were not controlled the collected data would be inaccurate and largely meaningless.

OMSA (Online Marketing & Scientific Analysis) ensures that each new or returning visitor receives
the same and only one test variable subject regardless of the number of visits made before
completion of test process. If a visitor leaves before completing the full test and returns at a
later date they will always be presented with the same test object originally presented. This
ensures that all and any test results reflect the response to variable being tested.

As results are analysed and marketing strategy developed, in response to collected data
regarding particular elements of a campaign, further refinement can be undertaken with other
elements of the promotional offer or indeed other new or unrelated campaigns ...in fact, you
can test each and every element of your web site systematically and scientifically.

Any change to your web site can be tested to monitor the effect on visitor experience and site
aims and objectives. If the change has a positive effect, keep it. If it doesn't, drop it and test
another element.

Recognition test

Alternative term for readership test.

readership test

Definition

Evaluation of the advertising effectiveness of print media in which a random sample of readers
(of a particular issue of a publication) are asked if they noticed or read a particular
advertisement.

Aided recall test

Definition

Marketing research technique for testing the 'memorability' of an advertisement or commercial.

The test subjects are shown the advertisement (or hear the recorded commercial) and are then
asked if they saw (or heard) it before.
"Aided recall" measures the extent to which a brand name is remembered when the
actual brand name is prompted.
In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In this
case, brand recognition is the extent to which a brand name is recognized when prompted with
the actual name.
aided recall
research technique used to test audience memory retention of advertisements. The respondents
are prompted by being shown a particular advertisement and then asked to remember their
previous exposure to it. Verbal aids are also used to prompt recall. This technique is used by
research services to test readership, viewership, and listenership.
 Need

A need is something that is necessary for organisms to live a healthy life. Needs are
distinguished from wants because a deficiency would cause a clear negative
outcome, such as dysfunction or death. Needs can be objective and physical, such
as food, or they can be subjective and psychological, such as the need for self-
esteem. On a societal level, needs are sometimes controversial. Understanding
needs and wants is an issue in the fields of politics, social science, and philosophy.

Psychological definition:

To most psychologists, need is a psychological feature that arouses an organism to

action toward a goal, giving purpose and direction to behavior.

The most widely known academic model of needs was proposed by psychologist
Abraham Maslow. In his theory, he proposed that people have a hierarchy of
psychological needs, which range from security to self-actualization. However, while
this model is intuitively appealing, it has been difficult to operationalize it
experimentally. It was further developed by Clayton Alderfer.

The academic study of needs was at its zenith in the 1950s. It receives less
attention among psychologists today. One exception is Richard Sennett's work on
the importance of respect.

One of the problems with a psychological theory of needs is that conceptions of

"need" may vary radically between different cultures or different parts of the same
society. One person's view of need may easily be seen as paternalistic by another.

Objective definition:

A second view of need is represented by the work of political economy professor Ian
Gough. He has published on the subject of human needs in the context of social
assistance provided by the welfare state. With medical ethics professor Len Doyal,
he also published A Theory of Human Need.

Their view goes beyond the emphasis on psychology: it might be said that an
individual's needs are representative of the costs of being human within society. A
person who does not have his or her needs fulfilled—i.e., a "needy" person—will
function poorly in society.

In the view of Gough and Doyal, each person has an objective interest in avoiding
serious harm that prevents the endeavor to attain his or her vision of what's good,
no matter what that is exactly. This attempt requires the ability to participate in the
societal setting in which an individual lives. More specifically, each person needs to
have both physical health and personal autonomy. The latter refers to the capacity
to make informed choices about what should be done and how to implement that.
This requires mental health, cognitive skills, and chances to participate in society's
activities and collective decision-making.

How are such needs satisfied? Doyal and Gough point to eleven broad categories of
"intermediate needs" that define how the need for physical health and personal
autonomy are fulfilled:

1. Adequate nutritional food and water

2. Adequate protective housing
3. A safe environment for working
4. A supply of clothing
5. A safe physical environment
6. Appropriate health care
7. Security in childhood,
8. Significant primary relationships with others
9. Physical security
10.Economic security
11.Safe birth control and child-bearing
12.Appropriate basic and cross-cultural education.

How are the details of needs satisfaction determined? The authors point to rational
identification of needs using the most up-to-date scientific knowledge; the use of
the actual experience of individuals in their everyday lives; and democratic
decision-making. The satisfaction of human needs cannot be imposed "from above".

This theory should be compared to the capability approach developed by Amartya

Sen and Martha Nussbaum. Those with more internal "assets" or "capacities" (e.g.,
education, sanity, physical strength, etc.) have more capabilities (i.e., more
available choices, more positive freedom). They are thus more able to escape or
avoid poverty. Those with more capabilities fulfill more of their needs.

Other views:

The concept of intellectual need has been studied in education.

In his 1844 Paris Manuscripts, Karl Marx famously defined humans as "creatures of
need" or "needy creatures" who experienced suffering in the process of learning
and working to meet their needs. These needs were both physical needs as well as
moral, emotional and intellectual needs. According to Marx, human development is
characterized by the fact that in the process of meeting their needs, humans
develop new needs, implying that at least to some extent they make and remake
their own nature. This idea is discussed in more detail by the Hungarian philosopher
Ágnes Heller in A Theory of Need in Marx (London: Allison and Busby, 1976).
Political economy professor Michael Lebowitz has developed the Marxian
interpretation of needs further in two editions of his book Beyond Capital.

Professor György Márkus systematized Marx's ideas about needs as follows:

humans are different from other animals because their vital activity, work, is
mediated to the satisfaction of needs (an animal who manufactures tools to produce
other tools or his/her satisfactors), which makes a human being a universal natural
being capable to turn the whole nature into the subject of his/her needs and his/her
activity, and develops his/her needs and abilities (essential human forces) and
develops himself/herself, a historical-universal being. Work generates the breach of
the animal subject-object fusion, thus generating the possibility of human
conscience and self-conscience, which tend to universality (the universal conscious
being). A human being's conditions as a social being are given by work, but not only
by work as it is not possible to live a human being without a relationship with
others: work is social because human beings work for each other with means and
abilities produced by prior generations. Human beings are also free entities able to
accomplish, during their lifetime, the objective possibilities generated by social
evolution, on the basis of their conscious decisions. Freedom should be understood
both in a negative (freedom to decide and to establish relationships) and a positive
sense (dominion over natural forces and development of human creativity, of the
essential human forces. To sum up, the essential interrelated traits of human beings
are: a) work is their vital activity; b) human beings are conscious beings; c) human
beings are social beings; d) human beings tend to universality, which manifests in
the three previous traits and make human beings natural-historical-universal, social-
universal and universal conscious entities, and e) human beings are free.

In his texts about what he calls "moral economics", professor Julio Boltvinik Kalinka
asserts that the ideas exposed by David Wiggins about needs are correct but
insufficient: needs are of a normative nature but they are also factual. These "gross
ethical concepts" (as stated by Hilary Putnam) should also include an evaluation:
Ross Fitzgerald's criticism of Maslow's ideas rejects the concept of objective human
needs and uses instead the concept of preferences. They[who?] assume, just like
many other logical positivists, that values cannot be rational and assert, therefore,
that the definition of poverty threshold, a task charged with values, is an arbitrary
action of researchers, an assumption which implies a narrow view of poverty.

Marshall Rosenberg's model of Compassionate Communication, also known as

Nonviolent Communication (NVC) makes the distinction between universal human
needs (what sustains and motivates human life) and specific strategies used to
meet these needs. In contrast to Maslow, Rosenberg's model does not place needs
in a hierarchy.[8] In this model, feelings are seen as indicators of when human
needs are met or unmet. One of the intended outcomes of Rosenberg's model is to
support humans in developing an awareness of what life-sustaining needs are
arising within them and others moment by moment so that they may more
effectively and compassionately find strategies to meet their own needs as well as
contribute to meeting the needs of others.

People also talk about the needs of a community or organization. Such needs might
include demand for a particular type of business, for a certain government program
or entity, or for individuals with particular skills. This is an example of metonymy in
language and presents with the logical problem of reification.

Maslow's hierarchy of needs

Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham

Maslow in his 1943 paper A Theory of Human Motivation. Maslow subsequently
extended the idea to include his observations of humans' innate curiosity. His
theories parallel many other theories of human developmental psychology, all of
which focus on describing the stages of growth in humans.
Maslow studied what he called exemplary people such as Albert Einstein, Jane
Addams, Eleanor Roosevelt, and Frederick Douglass rather than mentally ill or
neurotic people, writing that "the study of crippled, stunted, immature, and
unhealthy specimens can yield only a cripple psychology and a cripple philosophy."
Maslow studied the healthiest 1% of the college student population.
 Want

The idea of want can be examined from many perspectives. In secular societies
want might be considered similar to the emotion desire, which can be studied
scientifically through the disciplines of psychology or sociology.

While in modern secular societies "want" is considered a purely economic, social-

scientific or objectively psychological reality of human existence, many religious or
spiritual traditions prescribe or advise with lessons on want and wanting, which
might alternatively be termed "desire".

In economics, a want is something that is desired. It is said that every person has
unlimited wants, but limited resources. Thus, people cannot have everything they
want and must look for the most affordable alternatives.

Wants are often distinguished from needs. A need is something that is necessary for
survival (such as food and shelter), whereas a want is simply something that a
person would like to have. Some economists have rejected this distinction and
maintain that all of these are simply wants, with varying levels of importance. By
this viewpoint, wants and needs can be understood as examples of the overall
concept of demand.

Desire (emotion)

Desire is a sense of longing for a person or object or hoping for an outcome. Desire
is the fire that sets action aflame. The same sense is expressed by emotions such
as "craving" or "hankering". When a person desires something or someone, their
sense of longing is excited by the enjoyment or the thought of the item or person,
and they want to take actions to obtain their goal. The motivational aspect of desire
has long been noted by philosophers; Hobbes (1588–1679) asserted that human
desire is the fundamental motivation of all human action.

While desires are often classified as emotions by laypersons, psychologists often

describe desires as different from emotions; psychologists tend to argue that
desires arise from bodily structures, such as the stomach's need for food, whereas
emotions arise from a person's mental state. Marketing and advertising companies
have used psychological research on how desire is stimulated to find more effective
ways to induce consumers to buy a given product or service. While some
advertising attempts to give buyers a sense of lack or wanting, other types of
advertising create desire associating the product with desirable attributes, either by
showing a celebrity or model with the product.
Psychology and neurology:

While desires are often classified as emotions by laypersons, psychologists often

describe desires as different from emotions. For psychologists, desires arise from
bodily structures, such as the stomach which needs food, the blood needs oxygen,
and so on; on the other hand, emotions arise from a person's mental state. A 2008
study by the University of Michigan indicated that while humans experience desire
and fear as psychological opposites, they share the same brain circuit. A 2008 study
entitled "The Neural Correlates of Desire" showed that the human brain categorizes
any stimulus according to its desirability by activating three different brain areas:
the superior orbito-frontal, the mid-cingulate, and the anterior cingulate cortices.

While the "neuroscience of happiness and well-being is still in its infancy", research
on the "distant cousins" of pleasure and desire show that reward is a key element in
creating both of these states. Studies showed that a chemical called dopamine is
the brain's "pleasure chemical". Research also shows that the orbitofrontal cortex
has connections to both the opioid and dopamine systems, and stimulating this
cortex is associated with subjective reports of pleasure.

Desire is NOT an emotion. Desire is a FEELING. Emotions originate from the limbic
system in the brain; whereas, feelings originate from the cerebral cortex.

In marketing:

In the field of marketing, desire is the human appetite for a given object of
attention. Desire for a product is stimulated by advertising, which attempts to give
buyers a sense of lack or wanting. In store retailing, merchants attempt to increase
the desire of the buyer by showcasing the product attractively, in the case of
clothes or jewellery, or, for food stores, by offering samples. With print, TV, and
radio advertising, desire is created by giving the potential buyer a sense of lacking
("Are you still driving that old car?") or by associating the product with desirable
attributes, either by showing a celebrity using or wearing the product, or by giving
the product a "halo effect" by showing attractive models with the product. Nike's
"Just Do It" ads for sports shoes are appealing to consumers' desires for self-
betterment.

In some cases, the potential buyer already has the desire for the product before
they enter the store, as in the case of a decorating buff entering their favorite
furniture store. The role of the salespeople in these cases is simply to guide the
customer towards making a choice; they do not have to try and "sell" the general
idea of making a purchase, because the customer already wants the products. In
other cases, the potential buyer does not have a desire for the product or service,
and so the company has to create the sense of desire. An example of this situation
is for life insurance. Most young adults are not thinking about dying, so they are not
naturally thinking about how they need to have accidental death insurance. Life
insurance companies, though, have managed to create a desire for life insurance
with advertising that shows pictures of children and asks "If anything happens to
you, who will pay for the children's upkeep?".

Another example is personal hygiene products, such as anti-dandruff shampoo and

mouthwash. Prior to the introduction of commercials advertising anti-dandruff
shampoo or mouthwash, it is unlikely that consumers had an intrinsic desire to use
these products. However, after seeing commercials depicting the social
undesirability of flakes on the shoulder, or of bad breath, it created a desire to
resolve these fears. Marketing theorists call desire the third stage in the hierarchy
of effects, which occurs when the buyer develops a sense that if they felt the need
for the type of product in question, the advertised product is what would quench
their desire.

Drive theory

The terms drive theory and drive reduction theory refer to a diverse set of
motivational theories in psychology. Drive theory is based on the principle that
organisms are born with certain physiological needs and that a negative state of
tension is created when these needs are not satisfied. When a need is satisfied,
drive is reduced and the organism returns to a state of homeostasis and relaxation.
According to the theory, drive tends to increase over time and operates on a
feedback control system, much like a thermostat.

Psychoanalysis:

In Freudian psychoanalysis, drive theory refers to the theory of drives, motivations,

or instincts, that have clear objects. Examples include what Freud called Eros, and
what is now widely known as Thanatos, the drives toward Life and Death,
respectively.

Freud's Civilization and Its Discontents was published in Germany in 1930 when the
rise of fascism in that country was well under way, and the warnings of a second
European war were leading to opposing calls for rearmament and pacifism. Against
this background, Freud wrote "In face of the destructive forces unleashed, now it
may be expected that the other of the two 'heavenly forces,' eternal Eros, will put
forth his strength so as to maintain himself alongside of his equally immortal
adversary.".

Social psychology:

In social psychology, drive theory was used by Robert Zajonc in 1965 as an

explanation of the phenomenon of social facilitation. The audience effect notes that
in some cases the presence of a passive audience will facilitate the better
performance of a task; while in other cases the presence of an audience will inhibit
the performance of a task.

Drive theory states that due to the unpredictable nature of people, a person
performing a task rarely knows for certain what others are going to do in response.
Therefore, there is a clear evolutionary advantage for an individual's presence to
cause us to be in a state of alert arousal. Increased arousal (stress) can therefore be
seen as an instinctive reaction to social presence.

This arousal creates a "drive" that causes us to enact the behaviors that form our
dominant response for that particular situation. Our dominant response is the most
likely response given our skills at use.

If the dominant response is "correct" (that is to say, if the task we are to perform is
subjectively perceived as being easy), then the social pressure produces an
improved performance. However, if the dominant response is "incorrect" (the task is
difficult), then social presence produces an impaired performance.