ADVERTISING MANAGEMENT
41
Yet while the trade mark is the layout man’s will-‘o-the-wisp, there is one rule that he must apply to its presentation-he must present it consistently. ADVERTISING AND PSYCHOLOGY: Advertising is a specific form of communication where the aspects of cost and corresponding benefit assume a special significance. In order to understand the way advertising can work it is necessary to give some attention to the basic processes of communication. In variably, one is tempted to go into the domain of psychology. It will neither be possible, nor necessary to discuss details of human psychology. It may suffice to realize that decision making in the area of business, or for that matter in the domain of non-commercial activity, will be influenced quite considerably by patterns of behaviour of concerned persons, individually and in groups. Human beings belong to different types and backgrounds which have an effect on their behaviour. Furthermore,
regardless
of
education,
training
and
group
or
organizational framework constraints, rationality may be expected only upto a limit. Man is simply not a totally rational being; psychology has nonetheless endeavoured to introduce some order to the selectivity and bias with which the processes communication. The roles people play in the context of consumer behaviour are given below: (a)
Initiator is one who determines that some need or want is unfulfilled.
(b)
Influencer is one who wittingly / unwittingly influences the decision to buy, the actual purchase and / or the use of the product.
(c)
Buyer is one who actually makes the purchase.
(d)
User is one who actually uses / consumes the product.
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