important models for advertising

1. MODELS OF
ADVERTISING
By Gunjan Sharma
Assistant Professor
SIJMC,SVSU
Meerut

2. AIDA MODEL
• AIDA Model is initiatory and simplest. AIDA model was
presented by Elmo Lewis in 1898 to explain how personal
selling works. It shows a set of stair-step stages which
describe the process leading a potential customer to
purchase.

3. • The design and development of advertising follows the AIDA
formula. The effectiveness of advertising depends upon to what
extent the advertising message is received and accepted by
the target audience.
• American advertising and sales pioneer, Elias St. Elmo Lewis,
is largely credited for developing the AIDA model.
• Research has identified that an advertisement to be effective
has to
(i) Attract Attention
(ii) Secure Interest
(iii) Build Desire for the product and finally
(iv) Obtain Action.

5. Attention
• Most campaigns rely on a mix of visual stimuli
Typography , Color, Layout , Size , Celebrity , model
etc.
• Text is then employed to further grab attention, enticing
the reader to continue reading in search of more
information. That is why the first paragraph of a sales
letter, direct mail piece or ad needs to be the strongest.
· Have you ever...? · Are you noticing...? · Can you see...?
• Presenting a shocking fact or statistic that identifies a
problem

6. Interest
• Raise customer interest by focusing on and demonstrating
advantages and benefits .
• Keep them engaged.
• Establish a need, create a bond .
• Being able to establish a need in the mind of a consumer is the
cornerstone of an effective ad campaign.
• A demonstration or illustration can help the recipients to further
identify with the problem and want to actively seek possible solutions
• Hinting at something special to keep their interest in what you have to
say.

7. Desire
• This is the stage where you stoke the flames of their desire until they
are absolutely certain they have to have what you are selling.
• Convince customers that they want and desire the product or service
and that it will satisfy their needs.
• This is often accomplished through the problem-solution technique.
• Desire is like a fire, and can be stoked by many methods, such as:
(Scarcity principle), how other people approve of the item etc.
• There are certain barriers here - certain reservations in the mind of
customers. We have to overcome them. We have to convince by
giving evidence, testimonials, endorsements, and facts and figures

8. Action
• You've attracted their attention, built their interest and
fanned their desire.
• Lead customers towards taking action and/or purchasing.
• A call to action should be in every single ad, regardless of
format. Whether it is a special offer, a free gift or time-
limited discount.
• Whether it's going to your website, picking up the phone
or sending an order, the last section of advertisement
needs to contain a powerful call to action.

10. Example: Film Industry
• Before the films are to be released, they start with airing their promos
on television. Later they use the outdoor and the press to create more
AWARENESS AND ATTENTION. The producers bank on the star
cast, music, locations and the crew of the film to catch the eyes of the
public.
• To create INTEREST among the consumers, they then release the
music and also introduce the theme of the film. The purchase of the
music cassettes and CDs is an indication of the interest generated by
their efforts.
• Later at the DESIRE stage, along with continuous promos on
television, press and hoardings, they have promotions through
contests and movie tickets as prizes. They also have interactive
programs like the star cast of the film visiting different music shops
and creating desire among the audience.
• After all these promos and activities, if the film is successful in
creating interest and desire among the people, there is immediate
ACTION which is seen through purchases of tickets at movie halls.

11. Reliance India Mobile campaign can be
used to explain this model better
• Awareness: The elaborate advertisement where Mukesh
Ambani spoke about the new project being introduced on
his father’s 70th birthday.
• Interest: Was generated as the company spokesperson
featured in the ad, as a representative of the company
image and also spoke about introducing a new technology
– CDMA.
• Desire: Was created with various offers like free SMS,
40paise STD calls, easy payment schemes, and
discount coupons worth Rs. 1 lakh.
• Action: Dhirubhai Ambani Pioneer offers induced people
to go for the product.

12. DAGMAR Model
• Russell Colley (1961) developed a model for setting
advertising objectives and measuring the results. This
model was entitled
‘Defining Advertising Goals for Measured Advertising
Results’
‘DAGMAR’
• DAGMAR model suggests that the ultimate objective of
advertising must carry a consumer through four levels of
understanding.

14. • From unawareness to Awareness—the consumer must
first be aware of a brand or company .
• Comprehension—he or she must have a
comprehension of what the product is and its benefits.
• Conviction—he or she must arrive at the mental
disposition or conviction to buys the brand.
• Action—finally, he or she actually buy that product.

15. The DAGMAR Model
(Defining Advertising Goals for Measured Advertising Results)
also known as ‘Hierarchy of Effects’ model

16. Uses and Gratification Theory
• This theory propounded by Katz in 1970, is concerned
with how people use media for gratification of their
needs. An outcome of Abraham Maslow's Heirarchy of
Needs, it propounds the fact that people choose what
they want to see or read and the different media compete
to satisfy each individual"s needs.
• In the hierarchy of needs, there are five levels in the form
of a pyramid with the basic needs such as food and
clothing at the base and the higher order needs climbing
up the pyramid. The fulfillment of each lower level need
leads to the individual looking to satisfy the next level of
need and so on till he reaches the superior-most need of
self-actualization.

17. The Maslow Model
Maslow’s Hierarchy of Needs

18. • Information - we want to find out about society and the world-
we want to satisfy our curiosity. This would fit the news and
documentaries which both give us a sense that we are learning
about the world.
• Personal Identity - we may watch the television in order to
look for models for our behaviour. So, for example, we may
identify with characters that we see in a soap. The characters
help us to decide what feel about ourselves and if we agree
with their actions and they succeed we feel better about
ourselves.
• Integration and Social Interaction - we use the media in
order to find out more about the circumstances of other people.
Watching a show helps us to empathize and sympathize with
the lives of others so that we may even end up thinking of the
characters in programme as friends.
• Entertainment - sometimes we simply use the media for
enjoyment, relaxation or just to fill time.

20. THANK YOU……