Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

Vance Packard – The Hidden Persuaders

Vance Packard was not an advertising executive nor a marketer: he was a journalist. But, his book, the Hidden Persuaders, exposed the 1950s advertising industry.

In many ways, Hidden Persuaders provides the background scenery of television’s iconic denizens of Madison Avenue: the Mad Men – https://geni.us/FFOIbk

Watching this video is worth 1 Management Courses CPD Point*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.7
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 7: Masters of Advertising

Other videos in this section include:
🎬 David Ogilvy: The Father of Advertising https://youtu.be/vqR4fFPqMhU
🎬 Don Draper: Advertising is Cool https://youtu.be/m9TV_FYOWVM

The Hidden Persuaders https://geni.us/VoaaBt
Vance Packard documents the growing use of consumer research and emerging psychological techniques by the advertising industry. He describes eight ‘compelling needs’ that advertisers use to sell products. The promise adverts offer is that the product can supply one of:
1. Emotional Security
2. Reassurance of worth
3. Ego gratification
4. Creative outlets
5. Love objects
6. Sense of power
7. Roots
8. Immortality

The advertisers believe these needs are so strong that people will be compelled to buy products just to satisfy them.

Packard also questions both the validity and the morality of using these techniques.

The Hidden Persuaders was a best-seller. However, advertising professionals – who probably bought it in their droves and lapped it up – criticized it as both sensational and underresearched.

For each of these 4 advertising formats, choose two adverts and assess which of Packard’s 8 compelling needs they appeal to
1. Television/Youtube (2 MC CPD Points)
2. Print (magazine/newspaper) (2 MC CPD Points)
3. Poster/hoarding (2 MC CPD Points)
4. Online (2 MC CPD Points)
5. Watch our video on Maslow’s Hierarchy of Needs: https://youtu.be/gz5zNx3KnrE

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 1 MC CPD point
– If you also carried out all of the recommended exercises, score a total of 9 MC CPD points

00:00 – Vance Packard – author of The Hidden Persuaders
00:49 – The Hidden Persuaders: 8 Compelling Needs
01:28 – Compelling Need #1
01:38 – Compelling Need #2
01:56 – Compelling Need #3
02:09 – Compelling Need #4
02:24 – Compelling Need #5
02:41 – Compelling Need #6
03:08 – Compelling Need #7
03:33 – Compelling Need #8
03:55 – Packard challenges the industry
04:16 – The industry pushes back
04:37 – 21st Century perspective on The Hidden Persuaders

#VancePackard #ManagementCourses #Advertising


Don Draper: In Mad Men, Advertising is Cool
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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