ADVERTISING THEORIES

ABCOM | Prepared by Anj De Castro

Game Time!
Let’s have some fun.
Group yourselves into 6. In this activity, a unique text will be
assigned to each group. The first member of your group will
memorize the text within 2 minutes and shall whisper it to the
next member. The following members will continue to pass on
the message until it reaches the last person in your group.
The final member of your group will then write down the
message they received on a piece of paper. The goal is to have
the written message match the original text as closely as
possible. The group with the closest match wins!
Great communication begins with
connection.
– Oprah Winfrey
Shannon-Weaver Model of
Communication (1949)

Image source: Mortezaei

 Channel: Audio Conversation
Encoder Decoder
Will transmit Will receive
signals signals

Signals Received Signals

Message
Message

Noises:
Power interruption
Line interruption
Noisy environment
Static noise
Language barrier

Sender/Source Destination/Receiver
 Channel: Interactions

Mes
sag
e
Si gnals /Mi
xed
ge/ Signa
e s sa
M ls
Noises:
She’s not only kind to you
She messages you every day but
doesn’t hang out with you
Reacts to some of your posts
She’s inconsistent
Sender/Source/Encoder You have your own assumptions Destination/Receiver/Decoder
Your Crush You
 Shannon-Weaver Model of
Communication (New Model)

Feedback

Image source: Mortezaei

 Channel: Audio
Conversation
Encoder Decoder
Will transmit Will receive
signals signals

Signals Received Signals

“Hi, how are you?” “Hi, how are you?”

Noises:
Loss of signal
Noisy background
Data restrictions
Language barrier

Sender/Source Destination/Receiver

“I’m great. How about

you?”
 Channel: Interactions

Mes
sage
nals /Mi
ge /Sig xed
S
essa igna
M ls
Noises:
She’s not only kind to you
She messages you every day but
doesn’t hang out with you
Reacts to some of your posts
She’s inconsistent
Sender/Source/Encoder Your assumptions
Destination/Receiver/Decoder
Your Crush You

Your behavior towards

your crush might get
affected
THE COMMUNICATION PROCESS AND
ADVERTISING MODELS
 THE COMMUNICATION PROCESS AND
ADVERTISING MODELS
Source Message Channel (medium) Receiver (Audience) Feedback/Response

Familiarity Argument Modality Demographics Purchase

Credibility Conviction Context Niche Obey
Power Awareness Personalities Avoid
Control Threats Identities Vote
Trust Submit
Expertise
Concern
McGuire, 1999

Advertising models can be connected to the communication process model since they are
built on the base of communication (Karlsson, 2007). By understanding the different
behavioural levels that customers pass through, the advertiser can create a message that
will meet all requirements and thereby be effective (Ciadvertising.com, 2007)
 Motive of Advertisements

Communication Audience Behavior

ADVERTISING THEORIES
 1
AIDA
AIDA (AWARENESS-INTEREST-DESIRE-ACTION)
➔ Created by Edward Strong in 1925, is a behavioural model that has as purpose to make sure that a
single advertisement raises awareness, stimulates interest, and leads the customer to desire and
eventually action (Hackley, 2005)
➔ The model is seen as highly persuasive and is said to often unconsciously affect our thinking.

AWARENESS INTEREST DESIRE ACTION

And thence to
Commands Leads to Interest in Desire to own or finally leads to
Attention the product use the product Action/purchase

➔ For the advertisement to contribute to success it has to be designed so that the customer passes
through all these four phases, with all being equally important.
➔ This model implies that advertising should inject memorable and believable messages that
will make customers triggered to act in a certain way.
AIDA (NEW MODEL)
➔ One of the most used advertising models today as it also fits small and medium enterprises (SMEs)
➔ It's no longer a relationship purely between the buyer and the company since social media has
extended it to achieving the different goals of AIDA.
➔ The AIDA funnel could be referred to as a communications model rather than a decision-making
model.
➔ Can be used to identify how and when to communicate during each stage of their customer
journey
➔ Consumers will be using different platforms, engaging at different touchpoints, and requiring
different information throughout the stages from various sources.

AWARENESS INTEREST DESIRE ACTION RETENTION

Brand awareness Content Strategy; Emotional Call-to-action (CTA); Maintain brand
campaigns; outreach rep building; connection; customer booking pages; shop loyalty online and
strategies spreading info service; perks pages offline
AIDA as observed in TIRTIR
➔ AWARENESS: creating online content announcing worldwide
availability of the product
➔ INTEREST: booking famous beauty influencers all around the
world to try their foundation products and create online content
out of them
➔ DESIRE: as it initially had shades favoring fair complexions,
Tirtir started adding darker shades catering to a wider, global
audience; diverse models and influencers were included in the
ad campaigns too
➔ ACTION: CTA features are seen all over different platforms and
content of Tirtir online, from their website to their socials
TIRTIR foundation is an iconic cushion ➔ RETENTION: Tirtir always listens to brand reviews to improve
foundation brand in South Korea which taken
the global beauty trend by storm in 2024 due their products. Online feedbacks are seriously taken into
to its on-the-spot formulation for different skin
types. consideration
 2
DAGMAR
DAGMAR (Defining Advertising Goals for Measured
Advertising Results)
➔ Created by Russell Colley in 1969 to encourage measurable objectives for each stage of
communication (Smith & Taylor, 2002) and does not deal purely with the message; Often used by
major brands as it involves a systemic and creative (and more expensive) approach to achieve
their goals.
➔ Focuses on the levels of understanding that a customer must have for the organisation and on how
to measure the results of an advertising campaign.
➔ The DAGMAR meaning implies a marketing model that helps set advertising goals and measure
effectiveness. Its primary objective lies in building customer relations rather than sales.
MEASURED ADVERTISING RESULTS
2 PHASES

DEFINING THE ADVERTISING GOALS

Refers to systematically analyzing and
involves setting clear objectives and evaluating a particular advertisement. First,
targets that align with your overall it helps the company to understand the
marketing objectives. By defining your effectiveness of its advertisement. Then, it
advertising goals, you can effectively plan answers questions like how many customers
and execute your native advertising saw their ads, the number of leads and sales
campaigns to achieve desired outcomes. generated, and other similar questions.
DAGMAR Model Objectives
1. Awareness: Before buying a product, the customer should know the brand, new product launch,
and new offers. Good brand awareness often makes customers feel connected to the company’s
objectives. Therefore, the companies should build such an ad that reaches their target audience.
2. Comprehension: Awareness alone cannot result in effective advertisement results. The company
needs to comprehend (detail) the product information, what it can offer, and how it differs from
any other product. Additionally, it needs to supply relevant information about the product
features.
3. Conviction: Here, the customers will decide whether they should buy the product or not. They
often make choices through comparison with similar products. Then, if the customer finds the
product interesting and worthy, they might try it. At this stage, the advertisement tries to convey
its message to the target audience.
4. Action: The final step is to enact the buying decision. This step motivates the customers to buy
the product.
DAGMAR and Nature’s Spring
➔ Nature’s Spring released a new bottle design that has
tethered caps that stay attached to the bottle even after
opening it. This is to address plastic waste problems in the
Philippines and to lessen bacterial scare whenever you drop
your cap on the ground or on dirty surfaces.
➔ This demonstrates the company's commitment to reducing
plastic waste and maintaining safety and health among its
consumers. This was specifically advertised in their official
pages which may lead to an improved brand image that
resonates with environmentally conscious consumers.
➔ In this manner, the company hit its advertising objective of
encouraging water bottle sales by encouraging eco-friendly
initiatives and addressing specific health concerns. As a
result, they were successful in achieving their campaign
goals.
 3
Lavidge & Steiners
Hierarchy-of-effects model
Lavidge & Steiners Hierarchy-of-Effects Model
➔ Raised by Robert J. Lavidge and Gary. Steine in 1962, the hierarchy of effects theory describes
how advertising affects consumers’ behavior and leads to the transition from not knowing a
product or brand to liking it and finally making the action to purchase.
➔ The hierarchy of effects model consists of three major stages: the cognitive stage (awareness,
knowledge); the affective stage (liking, preference, conviction); and the behavioral stage
(purchase).
3 STAGES

Cognitive Stage Affective Stage Behavioral Stage

Process of knowing/ “Feeling” process; Final process; purchase
acknowledging an idea/ impact/appeal on the stage
object target audience

3. LIKING 6. PURCHASE
1. AWARENESS
2. KNOWLEDGE 4. PREFERENCE
5. CONVICTION
Hierarchy-of-Effects Stages
1. Awareness: Close to purchasing, but still a long way from the cash register, are those who are merely
aware of its existence; the consumer notices the brand but with very limited knowledge about it.
2. Knowledge: Up a step are prospects who know what the product has to offer; It is essential to
ensure that sufficient information is available to consumers for them to know the brand well so that
they can move to the next stage.
3. Liking: Still closer to purchasing are those who have favourable attitudes toward the product or
those who like the product; at this stage, the process moves from cognitive to affective behavior. A
brand brings emotional comfort to consumers, and consumers form positive perspectives on the
brand.
4. Preference: Those whose favourable attitudes have developed to the point of preference over all
other possibilities are up still another step; at this stage, the brand needs to differentiate itself from
other products and gain consumer preference over its competitors.
5. Conviction: Customers would have a desire to buy and the conviction that the purchase would be
wise; Consumers settle their doubts and stop moving back and forth between brands at this point.
6. Purchase: The step which translates this attitude into actual purchase; it is essential to provide a
positive purchasing experience to consumers as it may encourage them to purchase in larger amounts
or cause brand loyalty
Hierarchy-of-Effects in Apple

➔ Apple Inc. has mastered the Hierarchy of Effects Model for

their product launches.
➔ Apple creates awareness and anticipation by generating
buzz leading up to the announcement of a new product
(Attention). By incorporating innovative features and sleek
designs, Apple piques consumers’ interests and desires to
own the latest technology (Interest & Desire).
➔ During the launch events, Apple highlights the benefits and
upgrades of the new product, leading consumers to take
action and make the purchase (Action).
➔ Apple’s strong brand loyalty and positive user experience
lead customers to purchase Apple products (Retention) and
recommend them to friends and family (Advocacy).
Theories

Outcomes
REFERENCES
1. Karlsson, L. (2007). Advertising Theories and Models ñ how well can these be transferred from text into reality? Strategisk
Marknadsfˆring, 850719.
https://www.diva-portal.org/smash/get/diva2:238064/FULLTEXT01.pdf&sa=U&ei=zRtfU43hCYjl8AGfjYHQBg&ved=0CDIQFjAE&usg
=AFQjCNF3PMOPwWiXxp9BwLZX-bxkKuqPtQ
2. Hanlon, A. (2023, March 20). The AIDA model and how to apply it in the real world - examples and tips. Smart Insights.
https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
3. Mortezaei, Vahid. (2020). Is Food a (Cross-cultural/Interpersonal) Communication Medium?. 10.13140/RG.2.2.17545.67687.
4. Suthar, J. (2024, July 23). DAGMAR. WallStreetMojo. Retrieved August 14, 2024, from https://www.wallstreetmojo.com/dagmar/
5. Team, C. (2024, June 6). Hierarchy of effects. Corporate Finance Institute.
https://corporatefinanceinstitute.com/resources/management/hierarchy-of-effects/