Question

1. Explain the idea of "self-concept," in Marketing.

2. Determine a slogan and sketch a print advertisement that would appeal to consumers who seek to express this same self-concept through their product purchase.

Answer 1

Self-concept can be described simply as how one perceives himself and his behavior in the market place. It is the attitude one holds towards himself. What one thinks of himself. The self concept is not very realistic because an unconscious component is always present. It can be divided into six types, as given below:

1. Actual self: How a person actually perceives himself.
2. Ideal self: How a person would like to perceive himself.
3. Social self: How a person thinks others perceive him.
4. Ideal social self: How a person would like others to perceive him.
5. Expected self: An image of self somewhere in between the actual and ideal self.
6. Situational self: A person’s self image in a specific situation.

Self-concept is a social phenomenon. It is an attitude to the self. Consequently, the way we dress, the products we use, the services we require, depend on how we want to perceive ourselves. There is a relationship between the self-image of a person and the product one wants to buy. Products act as symbols for consumers.

b) These days, promotion and advertising have assumed significant importance to sell products in the global markets for most companies. The increased competition in the markets has compelled people to think of unique advertising techniques to outdo their competitors. Advertising appeals is the approach to attract the consumers and prove to them how your product can satisfy all their needs. Advertising appeals are decided by the senior members of the marketing department of a company by keeping in mind the kind of people they wish to attract to buy their products. Out of the above mentioned appeals these are used individually and in combination depending upon situation to situation.

Advertising has become one of the most important commercial activities in the modem competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products.