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NOTES ON ADVERTISING AND MARKETING. Marketing: The science that lets advertisers and vendors know the desires that provoke consumption.

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NOTES ON ADVERTISING AND MARKETING


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Marketing: The science that lets advertisers and vendors know the desires that provoke consumption.

Advertising: A paid, one-waycommunicationthrough a medium in whichthe sponsor isidentified and themessageiscontrolledbythe sponsor. Itcreates and stimulatesthedesireforsuperfluousnecessities and augmentstheirconsumption.

abraham maslow s theory

Humanbeingshavewants and desireswhichinfluencetheirbehavior; onlyunsatisfiedneeds can influencebehavior, satisfiedneedscannot.

  • Sinceneeds are many, they are arranged in order of importance, fromthebasictothecomplex.
  • Theseneeds are:
  • Physiological
  • Safety and security
  • Social
  • Selfesteem
  • Selfactualization
ABRAHAM MASLOW’S THEORY
cognitive dissonance theory

SuggestedbyLeonFestinger, thisoccurswhenan individual experiencessomedegree of discomfortresultingfromanincompatibilitybetweentwocognitions. Forexample, a consumermayseektoreassurehimselfregarding a purchase, feelingthatanotherdecisionmayhavebeen, in retrospect, preferable.

COGNITIVE DISSONANCE THEORY
subliminal message

It is a signalormessageembedded in anotherobject, designedtopassbelowthe normal limits of perception. Thesemessages are indiscernible bytheconsciousmind, butallegedlyaffectthesubconsciousordeepermind. Subliminal techniqueshaveoccasionallybeenused in advertising and propaganda; thepurpose, effectiveness and frequency of suchtechniquesisdebated

SUBLIMINAL MESSAGE