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Module 2 Homework: Reading, Case Studies, and Videos
Case Studies
1. How do they open the sales pitches?
They made it short, very clear, attractive, and funny at the same time. Probably started their pitch
with a question, highlighted the benefits not the features, put some data through it, told us a story,
and kept it conversational, not formal.
2. What is the role of hedonism in the pitches?
Hedonism is the philosophy that pleasure is the most important pursuit of mankind and the only
thing that is good for an individual. ... They believe that pleasure is the only good in life, and pain is
the only evil, and our life's goal should be to maximize pleasure and minimize pain.
3. How are needs being activated and wants directed?
Every individual has needs; they are innate and acquired. Innate needs are also called physiological
needs or primary needs. They are activated while executing the commercial or after reading the
overwhelmed article that triggers you to buy the product. And then you will clearly know what your
wants and interests are. In big terms: The arousal of any set of needs may be the outcome of
internal or external stimuli. The internal stimuli may be the outside environment like the product
itself, advertisement, or other promotional activities.
4. How easy is it to find practical, utilitarian facts about the cars?
Utilitarianism could be a theory of morality that advocates actions that foster happiness or pleasure
and oppose actions that cause unhappiness or hurt. Once directed toward creating social, economic,
or political selections, a utilitarian philosophy would aim for the betterment of society as a full. And
because of people’s motivation and emotion sometimes it is easy to find statistics and facts about
the car so you can know who you are targeting and which category your consumers belong to.
5. Do any of Murray's needs feature in the ads?
Murray identified needs as one of two types: Primary needs: Primary needs are basic needs that are
based upon biological demands, such as the need for oxygen, food, and water. Secondary needs:
Secondary needs are generally psychological, such as the need for nurturing, independence, and
achievement. So, in my opinion for the first 5 ads, there was nothing related to Murray’s need
because all of them were not primary products that we basically need in our lives and there was no
such thing as motivation for any achievement or success.
6. As wealth increases, motivations change. How does this reflect in the advertising?
People with a small amount of money will be motivated to watch inspirational advertisements on
how to become reach and will do anything to be like the ones they saw. Instead, people whose
wealth increased in the past few years will be less motivated and not affected by these kinds of ads.
So in terms of advertising as wealth increases, motivation decreases.
Activities
It is always fun to watch these kinds of commercials, with plenty of emotions, the advertisers knew
how to touch our sense of need while using famous celebrities and suggesting specific desires like
Pepsi, Bubbly, Doritos… They are giving everything to convince somehow the consumers that they
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are in need badly of these products. And as we noticed that they are trying to change your state of
desire as of the first ad of Pepsi where the girl was asking for a Coca-Cola, the waiter told her that
we have Pepsi is it okay? And BOOM! The actor came up and in a huge passion told the waiter that
he should be proud while saying it. And that’s how the advertiser tries to change our desire or active
the current one and create a satisfier.
Maalouf Simon

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Module 2 Homework: Reading, Case Studies, and Videos Case Studies 1. How do they open the sales pitches? They made it short, very clear, attractive, and funny at the same time. Probably started their pitch with a question, highlighted the benefits not the features, put some data through it, told us a story, and kept it conversational, not formal. 2. What is the role of hedonism in the pitches? Hedonism is the philosophy that pleasure is the most important pursuit of mankind and the only thing that is good for an individual. ... They believe that pleasure is the only good in life, and pain is the only evil, and our life's goal should be to maximize pleasure and minimize pain. 3. How are needs being activated and wants directed? Every individual has needs; they are innate and acquired. Innate needs are also called physiological needs or primary needs. They are activated while executing the commercial or after reading the overwhelmed article that triggers you to buy the product. And then you will clearly know what your wants and interests are. In big terms: The arousal of any set of needs may be the outcome of internal or external stimuli. The internal stimuli may be the outside environment like the product itself, advertisement, or other promotional activities. 4. How easy is it to find practical, utilitarian facts about the cars? Utilitarianism could be a theory of morality that advocates actions that foster happiness or pleasure and oppose actions that cause unhappiness or hurt. Once directed toward creating social, economic, or political selections, a utilitarian philosophy would aim for the betterment of society as a full. And because of people’s motivation and emotion sometimes it is easy to find statistics and facts about the car so you can know who you are targeting and which category your consumers belong to. 5. Do any of Murray's needs feature in the ads? Murray identified needs as one of two types: Primary needs: Primary needs are basic needs that are based upon biological demands, such as the need for oxygen, food, and water. Secondary needs: Secondary needs are generally psychological, such as the need for nurturing, independence, and achievement. So, in my opinion for the first 5 ads, there was nothing related to Murray’s need because all of them were not primary products that we basically need in our lives and there was no such thing as motivation for any achievement or success. 6. As wealth increases, motivations change. How does this reflect in the advertising? People with a small amount of money will be motivated to watch inspirational advertisements on how to become reach and will do anything to be like the ones they saw. Instead, people whose wealth increased in the past few years will be less motivated and not affected by these kinds of ads. So in terms of advertising as wealth increases, motivation decreases. Activities It is always fun to watch these kinds of commercials, with plenty of emotions, the advertisers knew how to touch our sense of need while using famous celebrities and suggesting specific desires like Pepsi, Bubbly, Doritos… They are giving everything to convince somehow the consumers that they are in need badly of these products. And as we noticed that they are trying to change your state of desire as of the first ad of Pepsi where the girl was asking for a Coca-Cola, the waiter told her that we have Pepsi is it okay? And BOOM! The actor came up and in a huge passion told the waiter that he should be proud while saying it. And that’s how the advertiser tries to change our desire or active the current one and create a satisfier. Maalouf Simon Name: Description: ...
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