Advertising Models

In today’s world there are a variety of advertising models that have been created.

AIDA

The first advertising model, created around 1898 by advertising and sales pioneer, E. St. Elmo Lewis.

AIDA is an acronym for Attention, Interest, Desire and Action.

Attention- The advertisement must be able to grab the audience attention, without this the advertisement would be useless. This is important as in today’s, worlds advertisements have to compete with a lot of clutter.  

Interest- Once attention is got, it must be sustained by creating interest for the reader. A connection must be found between the audience with their need or desire.

Desire- The next step is to create desire in the readers. This can be done by convincing them that the product will satisfy their need.   

Action- All these steps should lead to action on part of the audience. The audience must be convinced to purchase the product.

 

Hierarchy of Effects

This theory was created by E. St. Elmo Lewis.

It has four basic elements- Awareness, Knowledge, Linking, Preference, Conviction and Purchase.

Awareness- The target audience is not aware of the product and must be made aware of it.

Knowledge- The target audience is aware about the product, but does not know the use of product or the difference from other competitors. The next step is to equip them with this knowledge.  

Linking- After awareness and knowledge, the audience begins to form an opinion of the product which may be favourable or unfavourable.

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-  At the conviction stage the audience is convinced about the product. However a conviction must be developed to purchase the product.

Purchase- After all this, the audience will have to take the final step and purchase the product. However communicator may need to provide a little more information to facilitate this step.

 

DAGMAR(Defining Advertising Goals for Measured Advertising Results)

It consist of three parts.

1)      To define advertising goals for the campaign.

It is important to have advertising goals for two reasons.

-          Advertisement campaign can have direction

-          At the end of the campaign, the effectiveness can be measured.

 

2)      Steps to the convince audience to buy the product

-          Awareness- If the audience is not aware of the products existence, they will not buy it. The advertising campaign must make this awareness,

-          Comprehension- The advertisement campaign should an understanding of the product, of its uses and its benefits.

-          Conviction: Once the audience has understood the product, the advertising campaign should build a positive attitude to the product.

-          Action- Finally the audience must take a step towards purchasing the product.

 

3)      Measuring Advertisement Effectiveness

The effectiveness of the campaign must be checked. The number of advertising goals achieved must be looked at.

 

All these advertising models can be used for large scale or small scale advertising campaigns.