In 1943, Abraham Maslow proposed a theory called the hierarchy of needs in his paper called A Theory of Human Motivation. Maslow's hierarchy of needs is a description of the needs that motivate human behavior. The first need is physiological needs. People on this level tend to be sick or in emergency type situations or they have biological needs for physical stability. The second need is safety. On this level people would want to live in a safe area away from threats. Next, there are needs of love and belonging. On this level, people need to feel loved and loving one's self has not been fully discovered. Fourth, humans have needs of esteem, such as the need for being respected. They also value the opinions of others in order to believe in themselves. The final need in the hierarchy is the need for self-actualization. People on this level are fully functional, acting purely on their own will and have a healthy personality. Maslow suggested that human behavior and decision-making are motivated by one of the five need levels in his hierarchy. Applied to marketing your ability to effectively appeal to one of these motivational drivers is a key factor of your potential success. Non-essential services, massage treatments or custom tailoring, may be marketed successfully to those in the fourth or fifth level of Maslow's hierarchy because those people are driven by the needs for increased self-esteem and realizing their full potential. The same marketing promotion is unlikely to attract to those on the first level, as they are driven by the most basic of human needs. In the television ad that I found depicts four people from different background wanting something different from their alarm company. What ADT does is cover a lot of target audience by showing how versatile and useful their product is. They are able to appeal to customers by attracting their need of safety.