Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
AIDA
DAGMAR or Hierarchy of Effects
DRIP
VIPS
DMP
PLC
Maslow
MECCA or Means-End Chain
Interest
Whats in it for me?
Problem solving?
Desire
Want factor
Brand
Action
How do I get it?
Trial
Reinforcement
Nudging
Remind
Who are we? What do we stand for?
Inform
Whats new? Features-Benefits
Persuade
Why is it right for you?
VISIBILITY
IDENTITY
PROMISE
SINGLEMINDEDNESS
1.Recognition of need
Remind or create perception of
need?
2.Define parameters of
need / solution
Weve got just the solution
4.Evaluation of
alternatives
Arent we better than the
competition?
5.Determining terms of
purchase
Were great value for money
6.Purchase
Its so easy to buy
7.Post-purchase
evaluation
You made the right decision!
8.Re-purchase?
You are our valued customer
2. Introduction
Launch campaign
3. Growth
Maximise sales
4. Maturity
Tactical campaigns
5. Decline / Withdrawal
Why advertise?
MECCAS
Means-End Conceptualisation of Components for Advertising Strategy
4. Personal Values
5. Executional Framework
Vitamins
Benefits
Healthy
Values
Self-Respect
Wisdom
Healthy bones
Comfortable life
Wisdom
Good taste
Pleasure
Happiness
Enhanced sexual Excitement
ability
Fun
Pleasure
Conclusion
No-one knows why some ads work and
others dont
No-one can predict for sure which ads
will work and which ones will not
Models should act a guide for
structuring creativity not a
staightjacket