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Advertising and Promotion (MKT621)
VU
Lesson 15
ADVERTISINGRESPONSE HIERARCHYMODELS
OVERVIEW
Advertisinghas become a very demandingprofession in this now verycompetitive world. In
thislecture we will explain variousmodels to judge the response to various efforts. Besidesthis
we will also explain about advertising themes and the process required to get or develop a
unique and big idea along withkey points for developing an advertising campaign..
ADVERTISINGREPONSE HIERARCHYMODELS
4 response hierarchymodels:
1.
The AIDA model.
2.
Hierarchy of effects model.
3.
Innovation-adoptionmodel.
4.
Information processing model.
The AIDA model Developed by E. K. Strong
Basicallymeans draw / attractattention
Be interesting - Create desire - Initiate action
A I D A stands for :
A
for
Attention
I
for
Interest
D
for
Desire
A
for
Action
AIDA MODEL
Stimuli
Attention
Interest
Desire
Action
(advertisement or
Other marketing
Activities)
Cognitive
Affective
Behavior
Stage
Stage
Stage
(Thinking / Learning)
(Feeling)
(acting / doing)
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Advertising and Promotion (MKT621)
VU
HIERACHY OF EFFECTS MODEL
Awareness
Understanding
Knowledge
Cognitive Stage
Linking
Preference
Conviction
Affective Stage
Purchase
Behavior Stage
INNOVATION ­ ADOPTION MODEL
Awareness
Cognitive Stage
Interest
Evaluation
Affective Stage
Trial
Adoption
Behavior Stage
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Advertising and Promotion (MKT621)
VU
INFORMATION PROCESSING MODEL
Presentation
Attention
Comprehension
Cognitive Stage
Yielding
Retention
Affective Stage
Behavior
Behavior Stage
Low involvement learning model
ALL 4 MODELS start with cognitive stage
LEARN
FEEL affective
Do
(Liking)
Cognitive
Conative
(Thinking)
Behavior or
action
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Advertising and Promotion (MKT621)
VU
DECIDING THE THEME
Advertisingtheme is the coreadvertising message aboutthe brand that will place it in a better
positionvis a vis competitor brands.
PROCESSREQUIRED TO GET BIG IDEA
A. Fact finding
i) Problem definition: Pickingout & pointing out theproblem.
ii)Preparation: Gathering & analyzingthe pertinent data.
B. Idea finding
i)  Idea production: thinking up tentative ideas as possible leads.
ii)  Idea development: fromresultant ideas, addingothers & reprocessing by means of
modification,etc.
STEPSFOR A GOOD THEME
·  Creating idea. (Ideageneration)
·  Generation of written copy.(copywriting)
·  Art work of variouskinds. (illustrations)
·   A preliminary & comprehensivevision of ad.(Layout)
DEVELOPINGADVERTISING CAMPAIGN
ThreeEssential Elements:
1. Targeting the audience
Whomare you trying to reach?
2. Message strategy
What do you say to them?
3. Media strategy
When & where will you reach them?
According to Dunn and Barban
In their book ­ Advertising: its role in modern marketing.
"An advertising campaign includes a series of ads, placed in various media that are designed to
meet objectives & are based on analysis of marketing & communicationsituations."
·
AdvertisingProblem & opportunities
·
Identifyingtarget audience
·
Decidingadvertising objectives.
·
Decidingadvertising budgets
·
Productpositioning.
·
Findingadvertising theme
·
Developingcampaign.
·
Creativestrategy.
·
Mediastrategy.
Othertools
Salespromotion
Packaging
Personal selling
Directmarketing
Publicrelations
Sponsorship
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