Maslow's hierarchy of needs proposes that people are motivated to fulfill basic needs like physical survival and safety before moving on to more advanced needs for love, esteem, and self-actualization. Advertising often targets different levels of needs - for example, food ads appeal to physical needs while car ads promote esteem. The stimulus-response theory of sales posits that salespeople can influence customer behavior through incentives, preferential treatment, and persuasive skills to get a response, though this approach risks leaving customers feeling manipulated. Both theories view human motivation as progressing from lower physical needs to higher psychological needs.

1. ADVERTISING THEORIES
J. JANARDHAN

2. INTRODUCTION
• This is a need hierarchy model proposed by Abraham
Maslow
• It is also known as Maslow’s Need Hierarchy Model
• This model gives the hierarchical order
• It discuss that humans tend to fulfill their needs

3. HISTORY OF MASLOW’S
MODEL
• Abraham Maslow is considered to be the ‘Father of
Humanistic Psychology’
• He developed ‘Hierarchy of Needs theory’ in 1943
• It discuss about the human ‘motivation’
• It is based on the assumption that there is a hierarchy of
five needs within individuals
• The urgency of these needs varies from individuals

4. ASSUMPTION
• Maslow made the following assumption
• Humans are basically- Trustworthy
Self-Protecting
Self-governing
• Satisfying needs is healthy
• Blocking gratification of needs causes sickness or evil
tendencies

5. MODERN ADVT.
• Level-1 to 4 are deficiency motivators
• Level-5 is growth motivator
• The thwarting of needs is usually a cause of stress and is
particularly so at level 4

6. SOCIAL NEEDS
• Social need is arise from society
• These needs are very important to a human beings
• He is interested in conversations, sociability, exchange of
feelings and grievances, belongingness etc
• These are needs for love, affections, care, belongingness
and friendship

7. SELF -ACTUALIZED PERSON
• Knows who he is and his beliefs
• Comfortable with himself
• Views learning and experiences as on going process
• Empowered
• Confident
• Insightful, Valuable, High Self–esteem
• Independent
• Strongly motivated
• Strong ethics
• Creative, Increased spontaneity

8. HIERARCHY OF NEEDS IN
ADVT.
• The most common example of MHNM ‘in action’ is in advt.
• Physiological Needs-advt. of food product, Milk,
Mattresses
• Safety Needs- Burglar alarms, house and life insurance
• Social Needs- advt of dating and matchmaking services,
Clubs & Memberships
• Esteem Needs- Advt. of Cars, Fashion & cloths etc
• Self-Actualization Needs: Advt. about the Open
University

9. HIERARCHY OF NEEDS
THEORY
• According to Maslow, individuals are motivated by
unsatisfied needs.
• Each needs is significantly satisfied,
• It drives and forces the next need to emerge
• Maslow grouped the five needs into-
Higher-order needs and Lower-order needs
• The physiological and the safety needs constituted the
lower-order needs
• These lower-order needs are mainly satisfied externally.

10. HIERARCHY OF NEEDS
THEORY
• The social, esteem, and self-actualization needs constituted
the higher-order needs
• These higher-order needs are generally satisfied internally,
i.e., within an individual
• Thus, we can conclude that during boom period, the
employees lower-order needs are significantly met

11. STIMULUS RESPONSE
THEORY
• This theory discusses about the sales
• Sales are possible under certain circumstances
• They can be
i) Superior in quality & brand
ii) Familiarity or confidence in the sales person
iii) Incentives of the products …etc
• The theory states that if the salesperson uses the right
stimulus
• The customer will respond the way the salesperson wants

12. STIMULUS RESPONSE
THEORY
• Some of the stimuli that the salesperson has a control over
are:
1. Appearance, mannerism, tone or voice modulation and
interpersonal skills
2. Price concessions
3. Announcement of price changes
4. Preferential treatment to important customers
• This theory presume a passive role of the prospect in the
entire selling process

13. STIMULUS RESPONSE
THEORY
• Unfortunately in most cases this doesn’t work
• It more often leaves the customer in a state of post-
purchase conflict
• Only because the customer is not convinced
• May be at a particular moment of weakness, the customer
gave in to the salesperson
• And spoken skills
• These skills also saw solid influence to their sales people

14. STIMULUS RESPONSE
THEORY
• For, they lowered their prices or allowed extended period of
credit
• Further, as markets become competitive, the drive will be
on relationship management
• More and more salespeople will need to have both internal
and external focus
• Internally, the sales person provides relevant information to
all departments
• Coordinating with them in order to ensure high customer
satisfaction

15. STIMULUS RESPONSE
THEORY
• The primary contact of salesperson is the purchase dept.
• Sometimes, the sales person takes a chance
• If the customer likes their product then they may buy it
• Irrespective of withdrawal of discounts or incentives
• Otherwise the customer may revert back to his old brand

16. THANK YOU