COMMUNICATION

ADVERTISING MODELS
 Relationship B/W Advertising
& PLC

Competitive
Comparative

Pioneering
Major Decisions in Advertising
 How Advertising Works
 Types of Communication/Advertising Models:-

 AIDA Model

 DAGMAR Model

 Hierarchy-Effect Model

 FCB Grid
What does AIDA demonstrate:-

The four stages of a promotion model which move the customer from a state where they
have no awareness of the product through to the point at which they decide a purchase
needs to be made.
It is initiatory and simplest.

AIDA model was presented by Elmo Lewis to explain how personal selling works. It
shows a set of stair-step stages which describe the process leading a potential customer
to purchase.

The stages, Attention, Interest, Desire, and Action, form a linear hierarchy.

Exp:- Reliance Communication GSM Launch.

It demonstrates that consumers must be aware of a product's existence, Be interested

enough to pay attention to the product's features/benefits, and Have a desire to have
benefits from the product's offerings. Action, the fourth stage, would come as a natural
result of movement through the first three stages.
Key points on the effectiveness of a message.:-

1. Attract Attention
2. Secure Interest
3. Build Desire for the product
4. Obtain Action

The above has been formulated as the AIDA Model.

Attention could be the form of the layout of a print advertisement or the way an
advertisement is made in the form of moving pictures, the colors used, the models used
and the copy written, the movements used and the contrasting element used.

The advertisement, which arouses interest in us and provokes us to think or feel about a
product, is what an advertiser looks at. It basically means to catch the eye of the public.

Desire would mean the buying motive. When you feel that you want to posses the
particular product or be associated with it.

Action would normally mean the acquisition of the product.

Within the framework of advertisements the following should
be kept in mind:-

• Understanding the Objective(s) of the advertisement

(MISSION)
• Defining the Target Audience (MARKET)
• Understanding the Budget (MONEY)
• Understanding the Message (MESSAGE)
• The Media used for putting the advertisement (MEDIA)
• Seeing whether the advertisement was Effective
(MEASUREMENT)

The above would commonly be termed as the 6 M’s of

Advertising.
The Mission statement would refer to the Aim of your advertisement. Is to improve
sales, is to launch a new product, it for recall, is it for some short term offers, is it to
gain attention, etc.
The Market analysis would incorporate the type of buyer you want to sell the product
to. For a cosmetic company it is but natural they would show women and not men in
their advertisement. For Horlicks they would show children having the product.
Money is the amount of budget constraint that the advertiser has in allocating the
money between different medias and the expenditure to be incurred. For example,
Procter & Gamble may allocate Rs. 2 crore for the advertisement of Tide detergent
spread over one year.
What to say, how to say, who will say it and what type of appeals to be given in the
message is what Message formulation is all about.
Star Plus, Zee TV, Star Movies, Times of India, Radio Mirchi, etc, are few of the
choices where you could think of putting our advertisement. The people watching those
medias are very crucial to the success of our advertisement being seen by the target
audience.
We have spent Rs. 5 crore on advertisement but do we think that our sales have
improved or do u think the people have seen the advertisement? Measurement is
precisely the way in which see as to whether your advertisement has been effective or
not.
 DAGMAR Model
 Russell Colley (1961) developed a model for setting advertising
objectives and measuring the results. This model was entitled ‘Defining
Advertising Goals for Measured Advertising Results- DAGMAR.’

 DAGMAR model suggests that the ultimate objective of advertising

must carry a consumer through four levels of understanding: from
unawareness to Awareness—the consumer must first be aware of a
brand or company Comprehension—he or she must have a
comprehension of what the product is and its benefits; Conviction—he
or she must arrive at the mental disposition or conviction to buys the
brand; Action—finally, he or she actually buy that product.
 The DAGMAR Model
(Defining Advertising Goals for Measured Advertising Results)
also known as ‘Hierarchy of Effects’ model
 Hierarchy-of-Effects Models
• Among advertising theories, the hierarchy-of-effects model is
predominant. It shows clear steps of how advertising works
• Hierarchy of effects Model can be explained with the help of a
pyramid.

PURCHASE

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE/COMPRI
HENSION

AWARENESS
 Awareness:- If most of the target audience is unaware of the object, the
communicator’s task is to build awareness, perhaps just name recognition, with simple
messages repeating the product name. Like:- Parle-G. G mane Genius.
 Knowledge:- The target market might have product awareness but not know much
more; hence this stage involves creating brand knowledge. This is where
comprehension of the brand name and what it stands for become important. Exp-
Aircel Pocket Internet
 Liking:- If target market know the product, how do they feel about it? If the audience
looks unfavorably towards the product so communicator has to find out why. Exp-
India Today- Send Suggestions to us
 Preference:- The target audience might like the product but not prefer it to others. In
this case, the communicator must try to build consumer preference by promoting
quality, value, performance and other features.
 Conviction:- A target audience might prefer a particular product but not develop a
conviction about buying it. The communicator’s job is to build conviction among the
target audience.
 Purchase:- Finally, some members of the target audience might have conviction but not
quite get around to making the purchase. They may wait for more information or plan
to act later. The communicator must need these consumers to take the final step,
perhaps by offering the product at a low price, offering a premium, or letting consumers
tried out.
 FCB GRID
• FCB grid,” is suggested by Dave Berger and Richard Vaughn. This model combines
high and low involvement, and left and right brain specialization. It shows a
visually coherent matrix which has four quadrants with two factors—high and low
involvement, and feeling and thinking.
• The communication response would certainly be different for high versus low
involvement products and those which required mainly thinking (left brain) and
feeling (right brain) information processing
• High Involvement:
• Very important decision
• Lot to lose if you choose the wrong brand
• Decision requires lot
• Low involvement :
• Little to lose if you choose the wrong brand.
• Decision requires little thought
• Decision is not mainly logical or objective
• Decision is not based mainly on functional facts
• Low Feel or emotional approach
• Decision does not express one’s personality
• Decision is not based on looks, tastes, touch, smell, or sound (sensory effects)