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
LESSON NOTES
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.
RECOMMENDED EXERCISE
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
DOWNLOADS
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RECOMMENDED READING
📖 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)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
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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
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