Advertisers
Advertisers play on emotions and desires of the consumers to be part of the in-group and persuade them to buy goods and services through ads. Although consumer values may be aligned to green, clean, eco-friendly products, majority of them are susceptible to commercials. Marketers use ads to persuade consumers to buy wants to assuage their feelings of inadequacy through retail therapy. Advertisers craft messages to create ads that turns wants into needs. A need is something an individual have to have, a necessity while a want is something an individual would want to have. Product placements in print ads, movies, and other means through commercials establish the belief to consumers that they cannot live without some products. Advertisers also use alter-casting technique to transcend the audience perceptions of wants and needs. The technique used in the advertising world deals with creating a projected identity, creating an archetype, behind a brand. The technique influences customers that a certain product or brand will enhance their chosen type of lifestyle.
Grouping Consumers Companies use a plethora of strategies when it comes to marketing to best present their product or service as the solution to needs of the customer. Corporations group off different kinds of consumers with better target to their specific wants, unique responses to products, demographics, and varying needs through market segmentation. The basic marketing tool groups consumers to improve customer service, avoid markets which will not be profitable to the company, and identify the most and least profitable customers. Grouping customers also helps a company to use its resources wisely, and get ahead of the marketing competition in specific parts. Therefore, grouping consumers helps a business establishment to message specific groups of consumers and efficiently target resources.