22. Marketing III: Elicit a response

A major principle in marketing is to aim to elicit a response from the target audience. Once a person or group responds to a product/idea they are engaged in the communication process, and are far more likely to remember and potentially buy the product/idea than if they had not responded. There are several factors that can be used to elicit a reponse from people. Kotler et al divide these into rational (putting forward a cost/benefit analysis), emotional (stirring up positive or negative emotions), and moral factors (appealing to a sense of right and wrong). Advertisers have developed skill in drawing on these three types of appeals while tapping on the motivations that drive human consumption: functional, pleasure, self-identity, image, admiration, and altruism. If these are invoked in the right way the target audience will respond, and following on from a response they may start identifying with and using the new product/idea.

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