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How Advertizing Works!: Department of Management Studies

The document discusses several models that attempt to explain how advertising works: 1) The AIDA model represents the stages a salesperson takes a customer through from gaining attention to generating action. 2) Lavidge and Steiner's hierarchy of effects model shows how advertising transforms a customer's unawareness into awareness, knowledge, liking, preference, and finally conviction/purchase. 3) The innovation adoption model shows consumers passing through awareness, interest, evaluation, trial, and finally adoption of new products. 4) The MECCAS model translates product attributes into customer benefits and links benefits to personal values. 5) Foote, Cone, and Belding's planning model notes context determines advertising effects and places

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Shrini Vempali
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57 views16 pages

How Advertizing Works!: Department of Management Studies

The document discusses several models that attempt to explain how advertising works: 1) The AIDA model represents the stages a salesperson takes a customer through from gaining attention to generating action. 2) Lavidge and Steiner's hierarchy of effects model shows how advertising transforms a customer's unawareness into awareness, knowledge, liking, preference, and finally conviction/purchase. 3) The innovation adoption model shows consumers passing through awareness, interest, evaluation, trial, and finally adoption of new products. 4) The MECCAS model translates product attributes into customer benefits and links benefits to personal values. 5) Foote, Cone, and Belding's planning model notes context determines advertising effects and places

Uploaded by

Shrini Vempali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

How Advertizing

Works!
Department of Management Studies
Sanketika Vidya Parishad Engineering College
Visakhapatnam
How Advertising Works?
There are a variety of Models available in literature
trying to explain how Advertizing Works? Some of
the more popular models are listed below:

1. AIDA Model
2. Lavidge & Steiner Hierarchy of Effects Model
3. Innovation Adoption Model
4. MECCAS
5. Foote, Cone, & Belding Planning Model
Advertising Works!
1. AIDA Model

ATTENTION  The Model represents the stages a sales person


must take a customer through in the personal
selling process.
INTEREST  The effect is the action into which a prospect may
be induced as a result of advertising.
DESIRE  It highlights the importance of catching the eye/ear
of the prospect and creating interest through the
advertising message and its presentation.
ACTION
 The desire to obtain advertising goods/ services
may be generated, though to varying degrees,
among different prospects as a result of advertising.
Advertising Works!
2. Hierarchy of Effects Model
UNAWARENESS  Also known as DAGMAR Model, Defining Advertizing
Goals for Measured Advertizing Results
AWARENESS  Transform the customer’s unawareness of the product
into awareness of the existence of such a product
KNOWLEDGE  Transform the awareness of the product into
comprehension of the benefits of the product and the
LIKING knowledge about the product
 Transform the comprehension of the product into
PREFERENCE preference of the product over the competing
products by differentiating the benefits
CONVICTION  Convince the customer into purchase of the product
via successive transformations
ACTION (PURCHASE)
Advertising Works!
3. Innovation Adoption Model
 This Model has evolved from the process diffusion of
innovation, and represent the stages a consumer passes
AWARENESS through in adopting an innovation - innovation such as
a new product.
 This model also says the potential adopters must be
INTEREST moved through a series of steps before taking some
action - deciding to adopt a new product.
 The steps preceding Adoption include Awareness,
EVALUATION Interest Evaluation, and Trial.
 The challenge facing companies introducing new
TRIAL products is to create awareness and interest among
consumers and then get them to evaluate the product
favourably. The best way to evaluate a new product is
through actual use so that performance can be judged.
ADOPTION
 Marketers often encourage trial by using
demonstration or sampling
Advertising Works!
4. MECCAS Model
MECCAS Consists of:
 It’s an acronym for Means-Ends
Product Attributes /Features
Conceptualization of Components of
Advertizing Strategy.  Consumer Benefits
 Also known as Means-End Chain  Leverage points
Theory - Memorable ‘hook’which links
 Translates product attributes into benefits to consumer
customer benefits  Personal Values
 Links benefits to personally relevant - What is relevant to this consumer
values of the customer  Executional Framework
- Scenario used to convey
message
Advertising Works!
5. F C B Grid /Planning Model
Advertising Works!

 Classic model used by Foote, Cone &


Belding
 First proposed in 1980, by Richard
Vaughn
 Notes that context determines
effects
F C B Grid
Quadrant 1

 INFORMATIVE (Economic)
 Classical hierarchy-of-effects:
 Awareness
Knowledge
Liking
Preference
Conviction
Purchase
 Learn Feel Do THINK
HIGH INVOLVEMENT
F C B Grid
Quadrant 2

 AFFECTIVE (Psychological)
 Products fulfilling self-esteem, subconscious, ego-
related impulses.
 Requires perhaps more emotional
communication.
 Feel  Learn  Do.

FEEL
HIGH INVOLVEMENT
F C B Grid
Quadrant 3

LOW INVOLVEMENT

 HABITUAL (Responsive) THINK


 Routine consumer behavior.
 Learning occurs most often after exploratory
trial purchase.
 Learning by doing.
 Do  Learn  Feel.
F C B Grid
Quadrant 4

LOW INVOLVEMENT
FEEL  SATISFACTION (Social)
 Personal taste
 “Life’s little pleasures”
 Peer-oriented items.
 Do  Feel Learn.
F C B Grid

 INFORMATIVE  AFFECTIVE
INVOLVEMENT
HIGH

 (Economic)  (Psychological)
 LearnFeel Do  FeelLearn Do

 HABITUAL  SATISFACTION
LOW

 (Responsive)  (Social)
 DoLearnFeel  DoFeelLearn

THINK FEEL
F C B Grid
[Examples]

 Property  Cosmetics
INVOLVEMENT
HIGH

 Car  Perfume
 Large Screen TV  Designer Clothing

 Detergent  Casual Clothing


LOW

 Newspaper  Fast Food


 Table Salt  Shampoo

THINK FEEL
‘We may not now, or ever, know
definitively how advertising works.’

‘But we do know it works in some


definable ways well enough to make
more effective advertising.’

- Richard Vaughn

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