An evaluation of Maslow's needs hierarchy

• Has been widely accepted in social science disciplines
• Criticisms are that the concepts are too general and it can't be tested empirically
• However can be a useful tool for understanding consumer motivations as consumer goods often serve to satisfy a need level
• Offers a framework for developing advertising appeals on a need level and product positioning

Marketing applications of the needs hierarchy

• Segmentation applications
• Used as a basis for segmentation strategies in advertising campaigns
• For example: soft drink ads targeting the youth market and stressing social appeal by showing a group of young people having and sharing good times

You are a members of an advertising team assembled to develop a promotional campaign for a new running shoe. Develop three slogans for this campaign, each based on one of the levels in Maslow's needs hierarchy?