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Presented By

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Advertising may be defined as the processof buying sponsor-identified media spaceor time in order to promote a product,service or an idea.

is any paid form of non-personal presentation and promotion of

ideas, goods, or services by an identifiedsponsor.

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Competitive

Comparative

Pioneering

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Types of Communication/AdvertisingModels:-

AIDA Model

DAGMAR Model

Hierarchy-Effect Model

FCB Grid

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AIDA model is initiatory and simplest. AIDA model waspresented by Elmo Lewis to explain how personal sellingworks. It shows a set of stair-step stages which describe theprocess leading a potential customer to purchase. Thestages, Attention, Interest, Desire, and Action, form a linear

hierarchy. Exp:- Reliance Communication GSM Launch. Attention:- can elaborate by advertisement where Mukesh

Ambani spoke about the new project being introduced on hisfathers 70th birthday.

Interest:-is generated as the company spokespersonfeatured in the ad, as a representative of the company imageand also spoke about introducing a new technology GSM.

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Desire:- was created with various offers like free SMS,40paise STD calls, 5Rs./day, Lifetime validity and variouscoupons etc.

Action:- In the last stage people are moved to action in theform of buying product/Service etc.

It demonstrates that consumers must be aware of a product'sexistence, Be interested enough to pay attention to the

product's features/benefits, and Have a desire to havebenefits from the product's offerings. Action, the fourthstage, would come as a natural result of movement throughthe first three stages.

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Simplest-

Explain how Personal Selling works-

A set of stair-step stages-

Describe the process leading apotential customer to purchase-

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Russell Colley (1961) developed a model for settingadvertising objectives and measuring the results. This modelwas entitled Defining Advertising Goals for MeasuredAdvertising Results- DAGMAR.

DAGMAR model suggests that the ultimate objective ofadvertising must carry a consumer through four levels ofunderstanding: from unawareness to Awarenesstheconsumer must first be aware of a brand or companyComprehensionhe or she must have a comprehension of

what the product is and its benefits; Convictionhe or shemust arrive at the mental disposition or conviction to buysthe brand; Actionfinally, he or she actually buy thatproduct.

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Define advertising objectives and measuringthe results-

unawareness to Awareness-

Easy to Understand-

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Among advertising theories, thehierarchy-of-effects model ispredominant. It shows clear steps of

how advertising works Hierarchy of effects Model can beexplained with the help of a pyramid.

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PURCHASE

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE/COMPRIHENSION

AWARENESS

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Awareness:- If most of the target audience is unaware ofthe object, the communicators task is to build awareness,perhaps just name recognition, with simple messagesrepeating the product name. Like:- Parle-G. G mane Genius.

Knowledge:- The target market might have productawareness but not know much more; hence this stageinvolves creating brand knowledge. This is wherecomprehension of the brand name and what it stands forbecome important. Exp- Aircel Pocket Internet

Liking:- If target market know the product, how do theyfeel about it? If the audience looks unfavorably towards theproduct so communicator has to find out why. Exp- IndiaToday- Send Suggestions to us

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Preference:- The target audience might like the product butnot prefer it to others. In this case, the communicator must tryto 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. Thecommunicators job is to build conviction among the targetaudience.

Purchase:- Finally, some members of the target audiencemight have conviction but not quite get around to making

the purchase. They may wait for more information or plan toact later. The communicator must need these consumers totake the final step, perhaps by offering the product at a lowprice, offering a premium, or letting consumers tried out.

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Predominant-

Clear steps of how advertising works-

Easy to explain/understand-

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FCB grid, is suggested by Dave Berger and RichardVaughn. This model combines high and lowinvolvement, and left and right brain specialization.It shows a visually coherent matrix which has fourquadrants with two factorshigh and low

involvement, and feeling and thinking.

The communication response would certainly bedifferent for high versus low involvement products

and those which required mainly thinking (leftbrain) and feeling (right brain) informationprocessing

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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 ones personality

Decision is not based on looks, tastes, touch, smell, or sound(sensory effects)

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Helps to analyze the awareness in targetaudience-

Helps to create, develop, refine or sustain theawareness in the target market.

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