Stimulation of Demand by advertising

Primary demand is when a potential buyer, or prospect, is showing interest in a product or service for the first time.

Often times it is because the prospect was never exposed to the “concept” of the product or service or never really understood it. But now due to new circumstances she has an apparent need all of a sudden.

Basically, when someone has primary demand for your services or products they are at the stages where they are at first only considering your “type of service or product.” They have to be convinced that this is even right for them before they even consider you (or someone else).

Demand = Need + Motivation

Behavior = Personality + Lifestyle

Action = Innovation + Creativity

At this point, they have not even compared you to the competition. Therefore, when facing primary demand situations you have an excellent opportunity to gain new business. It’s also an ideal way to “sidestep” your competition!

When you have a prospect with primary demand for your products or services your goal is to EDUCATE, EDUCATE, and EDUCATE this person. Ask questions to uncover possible problems this person is facing or opportunities he wishes to explore. Then when appropriate, explain how your product or service is the perfect match.

Demand stimulation is very important for any company. Stimulation refers to deliberately arousing interest or enthusiasm among people for a particular thing. Similarly, demand stimulation refers to arousing interest or enthusiasm in the minds of the customer so that they like the product and increase its demand in the market. Marketers use different techniques to promote a product in the market. One of them is demand stimulation. Every company works for profit maximization, which can happen when a company sells more and more of a product, and this can only happen when there is a demand for the product in the market.

When there is no or low demand in the market, manufacturers and marketers use demand estimation. They advertise the product in such a way that customers start believing in it and start liking it. They create a zeal in the minds of the customers so that they raise demand for the products in the market.

Advertisements are made in such a way that they create a good sense of feeling about the product, and customers start seeing the product as appealing and get enthusiastic about the product, and rush to buy or try it. Usually, ads portray messages that persuade customers about the benefits of the product.

Primary Demand Stimulation

Usually, there are two types of demand stimulation, one is primary demand stimulation and another one is secondary demand stimulation. Primary demand stimulation is the promotion of benefits of all the available products categories than just a product brand. The scope of primary demand stimulation is greater than other forms of demand stimulation. It can be understood by a growing pie than just getting a slice of a pie from the rival business houses.

The main purpose of primary demand stimulation is to make the customers aware of a new product or new technology that they have not ever heard about it. It is also used to persuade customers so as to recognize a product that they have not already seen. Primary demand stimulation is used in two situations: when a company launches a new product category or when it needs attention for an underappreciated product.

The crux behind the new product’s primary demand is that the inventor needs to be aware of consumers and target consumers about its merits before launching the product in the market. Usually, this is seen in the technological market, where inventors inform the general public before the product’s launch.

Secondary Demand Stimulation

Secondary demand stimulation is the traditional method of stimulation of demand in the market. In this method, the marketer promotes the unique ability of the goods to make them look better than the arrival product in the market. Secondary demand stimulation tries to get a greater share of the pie in the market. In layman language, it tries to snatch a larger portion of the demand market from its rival firms.

In secondary demand stimulation, marketers distinguish their product from the rival’s product by mentioning the unique merits of their product.

Ways to increase Selective Demand:

1) Determine where your prospects typically turn to for more information about your type of services or products.

For example: Internet Search Engines, Yellow Pages, Classified Sections, Business Directories, and Advice from others.

2) Do everything possible to gain tremendous exposure for your company in the specific places that your potential customers turn to when looking for a company like yours.

If it’s a form of media, (online or offline) advertise there.

If it’s word of mouth, identify who has strong levels of “influence” over other people’s decisions and build relationships with these people.

3) Recognize your company’s strongest competitive advantages and communicate them in all marketing and advertising you do. Do NOT be another “me too” company and look like everyone else. You will NOT get noticed that way. Stand out in a GOOD way.

4) Have excellent customer service and “incoming call” sales people ready to answer all questions and sell your company. If necessary, have great sales people who can meet prospects in person on appointments to close business and start new relationships.


  • By focusing on the problems you solve, you are likely to meet interested people.
  • Use especially when marketing to businesses.

Direct Mail

  • Use your letter to 1st help the reader identify a problem or need, 2nd magnify this problem or need to how it affects his business or life, and 3rd provide a solution using your company

Display Ads in newspapers

  • Similar approach as in Direct Mail, but uses print media instead
  • Use ads LARGE enough to get noticed


It’s a great way to get people’s attention. if you can first get the publicity


  • Get referred to the people and businesses likely to benefit from your offer.
  • Many times people will be receptive to new ideas when they are referred by someone they already know and trust.


  • Often a “tough sell”, but if you reach enough of the right people it can work
  • Stick to telemarketing to businesses
  • Leave consumers who are at home eating dinner alone.

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