Introduction advertising unit Structure

160 
6. Sex :
The most powerful motive is sex. It is powerful because it 
has greater impact on human nature. All the changing fashions in 
dresses owe their origin to this motive. Thus boys and girls dress 
will to win over each other. The sale of fashionable articles is due to 
sex. 
7. Love :
A man purchases household goods, toys, tonic, children‟s 
food etc., out of love and affection towards his children. When we 
analyse love as a motive, it may be parent‟s love for children and 
their close kith and kin. 
 
8. Comfort :
It is said “man does not live by bread alone.” He wants 
additional things over and above food, clothing and shelter.
Modern age has provided great comforts to man. Good furniture, 
air-conditioners etc., are purchased by man in order to lead a 
comfortable life. 
9. Patronage Motive :
In addition to the motives described above, 
another set of motive spring up which are known as patronage 
motives. Patronage motives exist out of buyers‟ desire to purchase 
or patronise a particular seller rather than other sellers. A person 
may patronise a particular store because of (i) Location of the store, 
(ii) Services rendered by the store, (iii) Reputation of the store in 
the locality, (iv) Attitude of the salesman, and (v) Goods available. 
13.4 SELLING POINTS
13.4.1 Meaning : 
 
Selling points refer to important features of a product that influence 
the decision of people to buy it. They indicate the advantages 
accruing to those who decide to buy the product. The unique 
methods of production, and design, varied colours, suitable, sizes, 
special merits, attractive packing, liberal discounts, competitive 
prices and so on constitute the selling points of an article. 
Selling points differed from product to product. Necessity goods 
are sold on points of utility, durability and price, speciality goods are 
sold on the basis of unique utility, economy, convenience, comfort.
Likewise, luxury goods are saleable on the score of the points 
which underline fashion, prestige, variety and so on. If these selling 
points are revealed to the prospects, they will motivate them to own 
the product.