This article throws light upon the fifteen main buying motives of people. The buying motives are: 1. Achievement 2. Independence 3. Exhibition 4. Recognition 5. Dominance 6. Affiliation 7. Nurfurance 8. Succorance 9. Sexuality 10. Stimulation 11. Diversion 12. Novelty 13. Understanding 14. Consistency 15. Security. Buying Motive # 1. Achievement: The need to perform difficult tasks, exercise one's skill [...]
This article provides an essay on social aspects of advertising. Introduction to Social Aspects of Advertising: It is argued that the biggest and potentially most insurmountable problem encountered in any attempt to examine and evaluate the social issues surrounding advertising stems from the essentially subjective nature of many of the criticisms that have been levelled in recent years. Although social [...]
After reading this article you will learn about the budgetary process for advertising of products. The advertising budgeting process involves the following steps (Fig. 17.3): Step-I: Preparation of Budget: It is generally prepared by advertising manager in consultation with marketing manager. The advertising budget made is based on inputs provided by marketing research people. The budget is generally made on [...]