Edward Bernays 4 main drives for advertising

User Generated

Xraarguo1

Humanities

Description

Objectives: Our client has a few products that they want to sell next year. Your task is to select one of the products and construct a PR campaign. Be sure to cover these three steps:

(1) Pick a product from the list below.

• Bubble gum cigarettes

• Pogo sticks

• Chewing tobacco

• Chain wallets

• Child leashes

• Phone booths

• Typewriters

• Abacus

• (If you have a better idea then email me for approval)

(2) Construct a PR marketing campaign that uses Edward Bernays’ 4 main drives—describe your advertisement idea to us. (Extra credit if you construct a realisticadvertisement!)

(3) Explain why you chose to market the product in this way—why is your campaign effective? How does it control the public’s irrational desires?

Remember that Bernays marketed products based on four basic human drives: (1) self-preservation, (2) security, (3) aggression, and (4) sex appeal. Our client expects you to relate the product to all four of these drives in your PR marketing campaign.

Your campaign may also include indirect advertising. Remember, direct advertisings would be traditional advertisements in print, radio, or television. Some examples of indirect methods that Bernays used were publicity stunts, media events, and third party studies/polls (supporting the product) that he released to the media.

You may choose as many methods as necessary. But for whichever methods you choose, you must explain the motivationfor marketing the product in this way. The main question is why or how does this approach effectively cater to the basic drive(s) that Bernays describes?

Requirements: 2 pages minimum, double spaced, times new roman, 1 inch margins.

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Explanation & Answer

Find the paper attached.

1

Running head: CHEWING TOBACCO

Chewing Tobacco
Name:
Course:
Institution:
Date:

2

CHEWING TOBACCO
Product: Chewing tobacco.
Chewing tobacco is a type of tobacco that is chewed rather than smoked as the normal
way of taking tobacco. Chewing tobacco is one of the best way historically of consuming
tobacco. The unwanted juices from the tobacco are emitted from the body through spatting. As
such, only the needed juices are consumed hence satisfying the consumers. Like any other
product offered in the market, chewing tobacco should be marketed effectively in the market to
attract and retain more customers for the product. This way, its consumption will increase
significantly hence promote the performance of firms offering it in the market.
In marketing, public relations ...


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