Understanding Psychological Marketing Tactics

Abraham Maslow theorized that it is possible to comprehensively list the perceived needs and wants of an individual into a structured ladder-like hierarchy. He reasoned that this hierarchy can based upon degrees of human desire. These desires range from the most basic of physiological requirements to those of safety, belonging, and love. Once a person feels that these most basic desires and needs have been attained, his higher desires emerge. The highest of which relate to self-esteem and awareness.

Maslow's "Theory of Needs" implies that it can be applied to the entire market. The way we understand it is that markets, as a whole, with common psychographic tendencies act like the individuals that the market represents. The way to examine markets and trends would be to look at them as an individual.

Advances in communication technologies play out against high odds and it is easy to trace how it can come to be. In a market, necessities together are evident to all the members of the market. An evaluation and counting of necessities can be made by a governmental organization reflecting the people's desires. People can tell everyone their wants and desires in an elected government. In a democracy, people's desires and wants are articulated by proxy when voters elect a representative with very similar thoughts.

In Maslow's Hierarchy of Needs survival is the basic need. The military is the unit of society that is saddled with the ability to physically enforce survival needs and therefore is given a large amount of the tax money that citizens pay. A similar example is in towns where the fire department is a community-shared expense; these departments are usually well equipped.

After basic biological needs are met, Maslow's hierarchy puts personal safety as the next most important need. The impulse for safety often comes out as a "fight-or-flight" reaction. From a marketer's perspective, that means timing is key -- to be most effective, you have to work with the market's most pressing needs at that moment. For example, ads for coats and jackets get their best response during the deep cold of winter. Even more important, accurate timing helps build toward the third most important need -- the need for close, loyal relationships. In marketing terms, this means brand recognition.

Consumers are often loyal to companies with which they have had positive experiences. Therefore, if you are working with a company with a stellar reputation for customer care, that aspect of your job is already done. However, when working with a company that has not yet built a reputable foundation for itself, excellent marketing is essential. A seasoned marketing group will work to bolster their sales, attract new customers, and further the relationships with existing customers. When working with a company for the first time, the artist's job will be to express the concepts of the marketing group to satisfy the needs of this client.

Through the creation of a good and efficient visual the artist will be able to communicate to the buyer and build the belonging. This is where; the creative individual is dropped from the procedure. The first two wants were separate and uncontrollable. We all know what we require, and we all wish is to be safe. We select by ourselves what to love, based on previous occurrence or through the sentiments we feel associated to a company, service or product when witnessing that company's marketing machine in motion.

Daiv Russell is a marketing and management consultant with Envision Web Promotion. Read more Management Articles, learn about Abraham Harold Maslow and the Maslow hierarchy.

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