Submitted to: Qamar Hussain

Submitted by: Touseef Ajmal

Roll number: MSCI18111160

Section: BBA 6th “C” Topic: Mid Assignment

Find two examples of ads that are designed to arouse consumer needs and
discuss their effectiveness.
Answer

Emotions are one of the main reasons why people prefer using products of a certain brand. To
encourage people to buy from you, use the following emotional trigger examples in your
advertising.

1. Fear
Fear is a good marketing tool to make people loyal to a brand, a product, or a service. Fear
makes people investigate some areas carefully, and showcase warns of dangers that we can
lose something if we don’t take measures. Fear helps us grow and prevent people from bad
behaviors like alcohol, drug abuse, and smoking. For example, the World Wildlife Fund uses
fear in advertising to increase awareness about the harmful effects of global warming. The
image clearly shows that climate change will change you and your descendants if you don’t
take action to keep it.

2. Leadership.
Consumers want to be the first to try new products or services. Brand promotions appeal
to the emotional trigger related to leadership and makes their target customers feel like
they are first for this audience. Do you remember the famous Nike’s campaign “Just Do it”?
It is a great example that demonstrates the emotional trigger of cultural leadership.
Question # 02
A marketer of health foods would like to segment its market on the basis of
self-image. Describe how the marketer can use actual self-image and ideal
self-image to do so?
Answer •
Highly dogmatic consumers: rely on their own ability to lay down the principle as true,
therefore the advertisement comes across as real and true. • Inner directed consumers:
rely on their own values or standards in evaluating new products and are likely to be
consumer innovators. • Consumers with high optimum stimulation levels: • Consumers
with a high degree of recognition: a tv advertisement would be most suitable for this type
of customer as well as billboard advertising. • Consumers who are visualizes vs consumers
who are verbalizes: Consumers who are visualizes are likely to respond to visual cues, such
as, TV and newspaper advertisements. Whereas, verbalizes are more likely to respond to
radio and advertisements.
Question # 03
Consumers have both innate and acquired needs. Give example of each kind of
need and show how the same purchase can serve to fulfill either or both kinds
of needs?

Answer
Innate needs Goods that are purchased, based on innate needs, are simple things like food,
water, clothes, shoes and other necessities. Some people would argue that goods like this
would have to be really basic in order for their purchase to be based on innate needs, but
whether a customer buys luxury versions of these products or not, the products are still
required in their daily life. An individual, or a consumer, would simply be unable to go without
these kinds of products in their life. Acquired needs Goods based on acquired needs might be
things like candy, luxury products like candles or other household ornaments, or even
expensive laptops and other devices. Acquired needs are requirements that have occurred
because of society, or how they have grown up. Many people see luxury goods as necessities
these days, however, meaning that there is indeed a fine line between these two forms of
goods. The overlap occurs when a consumer buys a product that is based on their innate need,
which is overly expensive or has features or ingredients that are there solely for luxury. For
instance, instead of buying milk, the consumer may purchase chocolate milk.