Tuesday, August 24, 2010

Repositioning the Advertising Industry.

It's often been said that advertisers create a need within a consumer, but that isn't exactly how it works. In truth, everyone shares the same basic needs, such as food, shelter, sense of belonging, etc:.. Advertisers cannot create these needs, nor do they have to.

Ralph Starr Butler, a member of the Advertising Hall of Fame, once said, "Advertising promotes that divine discontent which makes people strive to improve their economic status." We're not sure it could be stated any better.

The challenge that advertisers must face is how to awaken those needs that already exist within potential customers. Doing this brings a sense of separation in each consumer between his or her desired and actual states. Then, advertisers must show how a particular product or service is the perfect solution. This is the process that Butler referred to as "promoting that divine discontent."

In this way, advertisers do not create needs. They just remind you that they're there and offer a solution.

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