Understanding what motivates your audience is key towards creating great advertisements. Strong motivational appeals in advertising grab the attention of your audience, makes your marketing messages stand out against the competition and encourage action to be taken in the buying process.
Much of the basis for understanding motivation in advertisements comes from Abraham Harold Maslow, a psychologist who developed a motivational theory comprising a five-tier model of human needs.
You have been contacted by this well-known to help create concepts for a 30-second television commercial. The goal of the commercial is to motivate potential customers to purchase tickets to the park within the next year.
Your creative paper should answer the following questions:
- In general, how does Maslow’s Hierarchy of Needs motivate customers to purchase a product?
- Who is the target audience for the commercials? Use demographic and psychographic characteristics to describe the target audiences.
- How could a new television commercial concept use Maslow’s Hierarchy of Needs to appeal to your target audiences?
- Why do you believe this concept will be effective?
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