(a) Find three (print or A/V) advertisements, one each based on the needs for Achievement, Affiliation & Power. And explain how concepts have been used.

Achievement, Affiliation & Power serve as the trio of needs. Power is linked with the desires of the individuals for controlling the environment. Affiliation is about the need for acceptance, belongingness as well as friendship. Achievement is all about the desire for the personal achievements. It is mostly related to the self-actualization needs. Following are the examples of advertisements which are based on the needs of Achievement, Affiliation & Power.

Power

In this world, everyone is desirous to have the authority in order to control everything one desires. The people are of the view that by having the power they can direct the things as per their will and need. They feel like by having the power their desires can better be fulfilled a compared to the circumstances when they were spending the life like ordinary people. In order to make the people to have a realization about some authority, many companies have designed different ads. These ads help to attract the increasing count of the customers. So as is the case with the advertisement given below:

Name of the product: Speed Energy Drink (with tagline: “Hebby Energy”).

The ad is related to a product speed energy drink. In this ad there are 3 people. They are just trying to climb up to the top of a bamboo. They are just desirous to climb up on the top of the bamboo. For the said purpose, they just drank the speed energy drink. This drink provided them with the unlimited power to fulfill their desire of climbing up on the top of the bamboo. They could not reach to the destination. But they did not lose the hope and tried to achieve the destination by trying from the day to night. From this discussion it can be said that the company showed power in this ad in order to attract the customers.

Source: https://youtube/GF7yN19m2Uc

Affiliation

Affiliation is about the need for acceptance, belongingness as well as friendship. No one can survive alone in this world. Everyone needs someone with whom one can share ones feelings. It is all about the feelings as well as desire of affection and the belongingness.

Name of the Product: Nokia (with tagline: “Connecting people”).

The ad is related to a product Nokia. In this ad both the emotions and the affiliation are involved. The person in the video just missed his bus. Due to this reason he could not be with his beloved ones. He was just relaxed because he had the Nokia phone with him. He made a video call with his beloved ones and enjoyed the similar atmosphere as his relatives were experiencing. It is shown that this is all possible due to Nokia. This ad is a true representative of affection and the true feelings.

Source: https://www.youtube.com/watch?v=zSMjFRsa-uc

Achievement

Achievement is all about the desire for the personal achievements. It is mostly related to the self-actualization needs.

Name of the Product: Nike (with tagline: “Make it count”).

In 2012, the make in count campaign of Nike was started. It was all about realizing the people that Nike has a strong association with the need for the achievement. This is about the motivation which shows that by using the Nike products the agenda for making it count is better achieved. The celebrity endorsement further highlights this thing. People aspire to become like these celebrities because they see them as the role models.

Source: https://www.youtube.com/watch?v=AwzSql0QODU

2. (a) Select three print advertisements. Identify in each all the instances you can of stimulus factors being used to gain attention.

The print ads better serve the purpose to convey the theme or the idea behind specified ads. It basically serves as the basis for the said product. By using the colorful and the innovative print ads, the organizations can better increase the customer count as well as the firms’ profitability. If we talk about the stimulus factors that make the prints advertisements more attractive then we come to know that there are variety of parameters that better serve the purpose.

The content filled ads become more attractive by reducing the color-levels in them. Some advertisers are of the view that the more there are colors in the ads the more they become attractive. In other words we can say that the colors outperform black-and-white. It is not the actual case. The viewers are the ones who are to choose your brand or the product. In case they find the vivid colors in the ad they might dislike it at the first look. It ultimately reduces the rating of the said product. In case the mental processing is desirable, the black-and-white ads are desirable.

For the purposes to gain-framed ads it is suggested to use the blue color. In order to describe the tangible benefits associated with the product just make use of the blue color. It is so because the blue color has more association with the approach mindset in comparison with the red color.

For the purpose of prevention-framed ads, the use red color is better suggested. It is so because, the red-color is perceived to be the symbol of danger. This is the reason red color is used when it is desirable to prevent the people from doing something or avoiding something. The behavior of people can better be manipulated by the use of different colors. Different experiences are associated with different type of colors. It makes the people to relate the experience with a specified color. With that mindset activated, people identify problems more quickly and easily. By using the red color, people easily become aware of a dangerous situation. In case the ad I framed negatively (providing the solution to a particular situation) then the product will be more desirable by the people.

3. Fantasy is a technique frequently used by marketers of perfumes, automobiles, and other products with heavy symbolism. Do a draft version of print advertisement for a new perfume called temptation. Develop a print ad for billboard with tagline, body text and design the bottle so that fantasy is its major theme.

The new perfume named temptation is provided with the bill-board along with the tagline. The tag line is “the fragrance that seduces”. By making use of this fragrance people will feel fresh. The first 100 customers will be offered special discounts. Also, the said product will be provided to the people at varying discounts. In order to get the discount, a specified limit of the product needs to be purchased by the customers. This product is aimed at tempting the customers. The features of the perfume include the special design of the perfume bottle, its fragrance; it’s packing along with the price at which the perfume will be sold to the potential customers. By adopting the effective marketing strategies both the customer count and the firm profitability can better be increased. There goes a famous saying that “the marketing is all about how you serve the customers by attracting them”.