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Advertising A New Approach (RLE Advertising) by Walter Taplin

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2

Wants

 

HUMAN wants are numerous, complex, imperfectly known, and frequently changing. Advertisers are concerned with making some kind of contact with some kinds of human wants. If we begin with these two obvious statements we at least stand a reasonable chance of avoiding the mistake of thinking that advertising is a simple question which can be disposed of by one or two simple answers. It is in fact a difficult and complicated subject. The economist Frank H. Knight, who has probably written, quite incidentally and in passing, more good sense about advertising than all the other economists put together, and to whom this chapter owes much, has said that ‘these wants which are the common starting-point of economic reasoning are from a more critical ...

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