Appealing to different Audiences

Audience Targeting Methods

Maslow’s Hierarchy of Needs

Physiological needs - Food, drink, sleep, sex, relief from pain Safety needs - Security, freedom, protection from danger, order Love and belonging needs - Friends, companions, family, being part of a group Esteem needs - Respect, affirmation of others, self-worth, admiration, self-confidence, self-acceptance Self-actualisation needs - Develop or fulfil one’s potential, do what one is best suited to, discover “truth”, create “beauty”, produce order, promote justice

Tools of PersuasionHumour – Feel-good associations

Repetition - Memorability

Shock Tactics – Memorability and discussion

Sex – Titillation, feel-good associations and aspiration

Stereotypes - Recognisability

Intertextual references – Association and making us feel clever

Music - Memorability

Elite People – Aspiration, admiration and trust

Persuasive Devices

Reward

Punishment – Playing on our fears

Responding to our needs

Responding to our aspirations

Guarantees of quality from brand reputation