An analysis of need-appeals in television advertising
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No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs. © 1984 Academy of Marketing Science.
author list (cited authors)
McNeal, J. U., & McDaniel, S. W.