Role of Advertising with Changing Needs

Posted in Marketing & Strategy Articles, Total Reads: 4856 , Published on 19 August 2011

Every time we watch the TV or surf the internet or go out shopping, there is one particular thing which always manages to catch our eye, and those are advertisements. In today's competitive world we are surrounded by advertisement campaigns. Whether in movie theatres or subway trains or even airports. You move your eye and you come across an ad. But does advertising actually push you to go ahead and buy a product? Does advertisement actually motivate and influence a person to step out and purchase instantly?


Different Ads-Different Life Stages

Well the real truth is that every product and service is always available all the time. It’s just whenever we have a need, that’s when we actually care about those advertisements and are influenced in taking a purchasing decision.

As people grow from childhood to old age, it also changes their needs. Thus with changing needs advertising requirements for a particular product or service also changes. Over here, advertising has a major role to play in trying to fill the customer's need gap. Thus, even though there might be effective advertising, the impact of the ad into influencing a person into buying that product won’t arise unless there is a need.

Kids have their priority as to enjoy life. Children want toys, video games, chocolates etc. Thus, advertisers have to make sure that they instill the fun and entertainment factor through their advertisements which would lead to the children in pushing their parents into buying games for them. In departmental stores, advertisers usually place the toys and their advertisements in the bottom shelves so that it can catch the eye of tiny children. Thus, the art of advertising has to take into account the child psychology.

Advertising for adolescents concentrates on things like movies, fun, and hang-out with friends and shopping, as this is the need of this age group. These adolescents, who earlier were attracted by cartoon channels and toys & games, move onto things like becoming like their sports icon or movie star. This is the reason why advertisers have to make sure they their brand has a personality which helps in fulfilling the need of the adolescent customers.

Moving on in life, mature adult segment want investments, education loans and house loans as their priority. Their focus in life shifts to having a stable life, and thus they get attracted to advertisements showing a sense of security. Also, women who are expecting a child get attracted to buying baby products. As adolescents, all these advertisements and products might have seemed insignificant but as the need arises, these ads become the most critical and influence people to buy these products. Similarly, in old age people want retirement plans and safe haven to spend their remaining years peacefully and happily.

So even though product or service exists, people ignore advertisements as it does not provide them any benefit. Every advertisement is essential only for the person who is actually in need of buying that product or service. For non target group people, advertising is always meaningless, whereas for the target group it is the most essential element.

Therefore until and unless there exists a need for a person to actually buy a product or service, an advertisement will not influence him, and the ad would be only a creative brand-building exercise by the company.


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