An analysis of need-appeals in television advertising
James U. McNeal Ph.D., Stephen W. McDaniel Ph.D.
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 1
Abstract
No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs.
Keywords
Product Line, Consumer Behavior, Soft Drink, Research Associate, Breakfast Cereal
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