One of the main indicators of successful business in any area – sales growth and increasing consumer demand for the proposed product or service. Any advertising campaign is directed at achieving this result consists in determining the best interests, motives, the consumer, his desires, as well as to satisfy these desires and the formation of new ones. Internal facialiator human activity is the need to anything. Moreover, the need may reflect not only the external objective necessity, but also the internal, subjective. In the organization of advertising should be aware of how the needs of the buyer, it must be more addressed. Classification of consumer needs.

Kinds of needs. Utilitarian needs – they are related to different aspects of the goods. His performance, efficiency of use, practicality, reliability and warranty of the manufacturer. If the advertisement is addressed to these needs is to focus on these properties, we can reduce the comparative characteristics, but without specific comparisons. Aesthetic needs – are associated with the appearance of the product: immense significance shape, color, 'vpisyvaemost' in the interior. These requirements on the force and not concede to the sustainability of utilitarian, and sometimes even ahead.

To understand how good reliable service and quality is very difficult at the time of purchase, and therefore the decision to purchase is determined precisely by the external appeal. When referring to these needs in advertising is to use a characteristic vocabulary, such as 'noble line', 'unusual design decision', etc. Ambient (prestigious) requirements – relating to deduction of a consumer to particular social group (social class, age, subculture). Purchased goods and services – branded clothes, modern appliances, car respective brands (even bought on credit), rest on 'Prestigious' resort – a way to enhance their own self-esteem and its importance in the eyes of others. Often they are buying is made in order to underline their status, income level and social status. Here, the main emphasize the existing demand for goods and credibility predlagamy firms poizvoditelya. Traditional needs – as a kind of prestige needs – due to ethno-cultural characteristics of different peoples and nations. (Kvas but not cola, etc.) If advertising is efficient use of national symbols, or close on the images that will excite and inspire positive feelings to the purchase.