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Posted on Oct 8, 2000 08:15:27 AM

For an effective advertising campaign should take into account two major factors that influence the perception – the mentality and motivation. As already noted, the mentality of a people or nation can be classified in those four areas:

1. Unitarian mentality.

2. Mentality, which tends to be passive safety and provide the benefits of personal life.

3. Mentality, open-progress or risky ventures.

4. Mentality, open to change.

Study of the target audience in terms of mentality have greater predictive power, because that mentality is a factor of permanent and extended to large numbers of people. Only mentality can answer many questions about why one country advertising campaign was a great success, and in another – the same ads themselves only generates negative emotions. Mentality may change, but it requires considerable effort and a long time. Knowing the mentality of the people of the country, which will take place advertising campaign, we can envisage a possible reaction to this or that advertising appeal.

For the success of the advertising campaign also requires that advertising agency thoroughly investigated the behavioral motivation of the target audience, the motivation, which is closely connected with mentality. Knowing the information about the motives, the authors ad-treatment may increase the intensity of positive motivation and reduce the effect of attitudes that hinder the purchase of the product.

To develop an effective advertising appeal advertising agencies should clearly determine, first of all to themselves, on what motives to celebrate, to get some effect from it. It is recommended to use such motives: rational, emotional and moral. By rational belong:
the profit motive (economic motive), which is based on people trying to save money by buying sparingly and for low prices goods;
motif of Health, which is used in advertising food products, sporting goods, hygiene products, and the like;
motive reliability and security, which is used in the banking and insurance business, when you need to create a sense of the smallest risk. The same applies to advertising of products for residential use (tools, sewing machines and the like);
motive of convenience and additional benefits, which promises to purchase this product.

Rational motives are aimed at the rational buyer who or completely discards the advertisement, or instantly react to it, provided that it informs and leads his objective arguments for this or that product.

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