Abstract
Ads convey promises on two levels: conscious product-specific motivations, and subconscious personal motivations.1 A case study is presented in which combining both types of motivations yields the best results.
Background
Ernst Dichter introduced the term "motivational research" to the marketing industry along with his own method of applying the concept.2 This concept flowered into a widely used procedure of using qualitative research to detect the benefits sought by consumers in a specific product category, and then using quantitative research to measure the size of each "benefit segment" in a product category. Different ads could then be created...