Ad Analysis -- Need Recognition Thesis

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But the detection between these two states can be easily identifiable for some mothers but not for others. Hence, we can also infer that the need recognition in this ad can also be the case whereby need is stimulated by the marketer through product information. The '#1 Pediatrician-Recommended Non-Drowsy Brand' label in the advertisement is already basic product information. The same holds true for the 'Only Children's Claritin Provides Non-Drowsy Allergy Relief' label. The parent is also informed of allergy symptoms that s/he may not be aware of in the first place as the many allergy symptoms are enumerated in the advertisement.

We also argue that this advertisement relies on internal type of influence as most of the product information mentioned earlier are in fact superiority claims (e.g. #1 Pediatrician-Recommended Non-Drowsy Brand, 'Only Children's Claritin Provides Non-Drowsy Allergy Relief) which rely on consumer judgment. The marketers believe that consumers, upon knowing about the product's exclusive features and brand positioning, will have high purchase intent translatable to actual purchase behavior.
Although the internal type of influence which the advertisement relied heavily on is laudable, this paper argues that an external type of influence can still be used to increase the effectiveness of the ad. For example, our cultural standards dictate that the more nurturing character of the two parents is the character of the mother. Hence, an increased emotional appeal on the mother segment could have been used instead of the rather generic image of the girl at better state because she used Claritin. An image of a caring mother in the ad could have made it more effective. After all, mothers are normally the household decision makers when it comes to the products that are needed by the household anyway.


Babin, Barry J. & Harris, Eric G. CB. Ohio: South-Western Cengage Learning.….....

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