Consumers are motivated by plenty things, either positive or
not. How to trigger the motivation and turn those people to your consumers is
the job of advertisers. People can be motivated by Need and Want.
Needs are the essence of the marketing concept. There are
always needs. Marketers do not create needs; however, they can remind
consumers, aware them their needs. Needs are different than Wants. People
cannot refuse needs because needs are necessary for their lives. For example,
food, water, and clothes, things people need to keep them alive are needs.
Healthcare system is also needs. Obama advertised for his Obama Care a lot and
aware people that they need this healthcare system.
Wants are what people have a desire to possess. When
targeting this type of products, advertisers usually point out the advantage
and the benefit for consumers if they get this product. For instance, iPhone
commercial is always an undisputed leader.
Apple can precisely tell its consumers why should they have a special phone
like this instead of an ordinary phone. When consumers take the hook, the
advertisement is quite successful.
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