Please read the scenario carefully, and the evaluate the statement provided below:

Scenario:
PowerFit Gym runs an advertising campaign with the following message:

"Feeling tired all the time? Struggling to stay fit? Your life is incomplete without a healthy body! You need our ‘Ultimate Energy’ workout plan to fix your problems. Sign up today—your future self will thank you!"

The ad shows before-and-after photos of a stressed, exhausted person transforming into a happy, energetic individual after joining the gym.

Statement to Evaluate:
"This ad is trying to create a need rather than address an existing one."

Question

Please read the scenario carefully, and the evaluate the statement provided below:

Scenario:
PowerFit Gym runs an advertising campaign with the following message:

"Feeling tired all the time? Struggling to stay fit? Your life is incomplete without a healthy body! You need our ‘Ultimate Energy’ workout plan to fix your problems. Sign up today—your future self will thank you!"

The ad shows before-and-after photos of a stressed, exhausted person transforming into a happy, energetic individual after joining the gym.

Statement to Evaluate:
"This ad is trying to create a need rather than address an existing one."

BlackTom AI · Accepted Answer

First, let's break down what the scenario presents and what the statement is claiming.

The scenario describes an ad from PowerFit Gym that targets people who report feeling tired, struggling to stay fit, and feeling that life is incomplete without a healthy body. The ad uses messaging like 'Feeling tired all the time? Struggling to stay fit? Your life is incomplete without a healthy body!' and positions their product as the solution, including the phrase 'you need our ‘Ultimate Energy’ workout plan to fix your problems.' It also shows before-and-after photos of a stressed person becoming energetic after joining, which reinforces a problem–solution narrative.

Now, consider the statement: 'This ad is trying to create a need rather than address an existing one.'

Option analysis:
- Interpreting the ad as addressing an existing need: The ad explicitly begins by identifying common experiences (tiredness, difficulty staying fit) that many people already perceive as problems. This framing aligns with recognizing an existing need—consumers already feel tired or unfit and seek improvement. The ad then offers a product as a means to fulfill that need, which is a typical way to address an established need in marketing.
- Interpreting the ad as creating a need: The phrasing 'you need our … workout plan' could be seen as creating a new urgency or a heightened perceived need by presenting health as something essential for a better life. However, the ad’s core premises—tiredness and lack of fitness—are presented as real, experiential problems that consumers may already acknowledge. The before-and-after visuals further suggest a cause–effect benefit that existing concerns might naturally drive someone to seek.

From this, the ad demonstrates both acknowledging an existing state (tired, unfit) and promoting a product as the remedy. It does not rely solely on fabricating a need from scratch; it leverages pre-existing discomfort to motivate action, while also intensifying perceived importance by promising a future payoff (a healthier, happier self).

Considering typical advertising psychology, the stronger takeaway is that the ad addresses an existing need by validating current concerns, and then strengthens that need with a proposed solution. It does not exclusively create a new, latent need unrelated to the consumer’s present experience.

In summary, the claim that the ad is 'trying to create a need rather than address an existing one' is not entirely accurate in this context. The ad acknowledges real problems (existing needs) and offers a product to satisfy them, rather than inventing a wholly new motivation independent of consumer experience.

Principles of Marketing Quiz 1.2 - The Marketing Concept - Summer 2025 测验 1.2 - 市场营销理念 - 2025 年夏季

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