PROJECT

Advertising & Brand

Management

Advertising

Response

Models and

application

Kanika Suri 50275

Sagar Gupta 50347

Sanya Chopra 50352

Saurabh Jain 50353

ACKNOWLEDGEMENT

The project that we have undertaken required a lot of information gathering andguidance which has been provided by various people at various stages of the project.We acknowledge the efforts of all the people behind the success of the variouswebsites and the social networking sites which proved to be the major sources ofdata.Finally we would like to thank the person who gave us the opportunity to work onsuch a wonderful project, our own Advertising and Brand Management Teacher,Ms. Malvika Mago. We really thank you for constantly guiding and motivating us inour work, otherwise this project would not have been so much interesting.And the blessings of our parents and the almighty, that were always there to help usin times of any difficulty.We welcome all comments and suggestions which will enable us to undertakefurther revision and refinement.

Table of contentss.no Topic Page no.

1. Introduction 1

2. Example of Advertisements and strategy 2

3. AIDA MODEL 4

4. Analysis of an Ad with AIDA 7

5. FCB Model 8

6. Analysis of Ads with FCB Model 11

7. Innovation Adoption Method 15

8. Analysis of Ad with Innovation Adoption 16

9. Alternative Response Hierarchical Models Learning Hierarchy Dissonance/Attribution Hierarchy Low Involvement Hierarchy

18

10. Implication of Alternate Response Models 25

11. Analysis of Ads with Alternative Models 28

INTRODUCTION

An advertisement would be effective only if the media audience accepts that messageand is motivated to take the requisite action. The mission of an advertisement is toattract a reader, so that he will look at the advertisement and start to read it; whichwill then interest him, so that he will continue to read it; then to persuade him, sothat when he has read it he will believe it. If an advertisement contains these threequalities of success, it is a successful advertisement. Television is still the mosteffective form of mass media vehicle and can be persuasive, provided marketers finda way to convince viewers to pay attention to them. In the era of interactivecommunications one might assume that the old one-way broadcast channels must bedeclining in effectiveness. Not only are campaigns that use TV advertising moreeffective, but TV is actually becoming more effective over time. Several models havebeen developed which have specifically identified the sequence of events, which musttake place between receipt of the message and desired action. AIDA is an acronymthat is used by marketers and advertisers to develop a marketing communicationstrategy and explains a four stage process for the sale to happen. Below we discussabout how AIDA can aid in creating a purchase if properly implemented throughTelevision as an advertising media by using advertisements as examples.

AIRTEL: Targeting effectively with its Television commercial

The latest Airtel Internet TV advertisement with great jingle 'Jo Mera Hai, Wo Tera Hai' with its catchy music and lyrics is on every youths mind as it has been highly successful in creating the impact the brand wanted to. Even today with changing media scenario Television still occupies being a very strong media of communication in terms of creating a powerful Brand Image. Advertising Advertising can be explained as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor having 3 main goals to achieve i.e. To Inform, Persuade, and Remind. The mission of an ad is to attract a reader, so that he will look at it and start to read which would then interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. Television advertising can be persuasive, provided marketers find a way to convince viewers to pay attention to them. The trouble is not that television advertising cannot deliver information to consumers: in fact, television ads can get fleeting attention if they contain something worth attending to. They can get notice if a product is genuinely new. They can alert consumers to offers and direct consumers to websites. But none of this will build strong brand values in the marketplace. What can, in fact, build brand values is the deployment of emotional appeal. It is this element in creativitytoo long seen as nothing more than an attention-getting devicethat offers the greatest hope for television advertising revenue.

Source: http://economictimes.indiatimes.com/thumb.cms?msid=15502107&width=270&height=20

Amitabh Bachchan creating a strong brand image: Chotu

Maggi

Source: http://www.afaqs.com/advertising/storyboard/index.html?id=3816

Storytelling style through an ad commercial using emotional appeals by a superstar can create the desired interest in the viewers which makes them watch the full advertisement. A very good example is that of Chotu Maggi where bollywood star Mr. Amitabh Bachchan sits under a tree in a village narrating story of a village boy. Amitabh ends by saying "5 rupaye mein chotu Maggi ne kaise khushiya banai". Before he starts eating his Maggi, Amitabh says, "Agar aapke saath bhi kuch aisa hua, toh likh ke bhejiye na bhai".

Introduction to AIDA Model of advertising

AIDA is an acronym that describes what happens when a consumer engages with an advertisement. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In marketing, grabbing the attention of potential customers or clients is imperative to gaining interest in the product. Once that interest is established, a business must make potential customers or clients desire the product enough to take action, generally by purchasing the product. There's a particular way consumers react to a marketing message. Marketers can gain the attention of consumers by product samples, large visual signs and other sensory techniques. Once the marketer has the attention of the consumer, they must craft their interest through product demonstrations, information and ads. Companies must then build desire by focusing on creating a want for their specific brand, and lastly, consumer action through promotions, discounts and calling out of features or benefits. The AIDA model of advertising which stands for Attention, Interest, Desire, Action is perhaps the simplest formula you'll ever find anywhere, yet also the most powerful.

Attention: The first thing your ad copy needs to do is grab the viewer's attention. If you dont get the attention of your customer immediately, youve lost them for good. You achieve this with your ad commercial that has an appeal required for the brand to be promoted. There's no point in starting your ad with your logo and your name as no one cares. So your ad should immediately catch your viewer s attention and offer a clear benefit for seeing the rest of the ad. Many brands make use of highly popular celebrities in their ad commercial. In developing an advertising program, marketing managers should always start by identifying the targeted audience and its reasons to purchase a specific product or service.

Interest: Once you've got their attention, you need to create an interest in your product or service. Weve gotten their attention now we must focus on building their interest .Your interest section should also use emotions to address the fact that this purchase is a good bargain, the right step, a sound decision, etc. But in addition to that, we need to let the customer know what will happen if he/she doesnt buy our product or service. To create an interest Fanta designed an animated TVC which starts with the scene of a room where a girl is seen looking bored, idling her time. A boy enters with a bottle of "Fanta" in his hand. As they take sips from the bottle, the mood changes and they start jumping with joy. The camera zooms out of the window to another house where another girl and a boy are seen sharing Fanta and jumping around. The camera then zooms out further and pans around showing the entire city having fun. Everything is seen pulsating and jumping in sync as drops of Fanta spill and bounce around.

Desire: There's huge difference between being interested in something and desiring it. You need to convert your viewer's interest into a strong desire for what you're offering. A television ad must create a strong motivation and generate a need for buying the product even if need is not there. This can happen only if the ad has used the correct appeal in the advertisement

Action: When a brand promotes its image through an ad advertisers should ensure they are able to convince their customers to make a final buy or be inquisitive to know more about the product/brand. How so ever attractive and customer focused an ad be ,if there is no strong positioning in the minds of the customer your brand will be lost among the lot and lot of efforts are then required to tell your audience how beneficial the product is for its target market. An ad will be an able to create a strong impact only if it is able to highlight the benefits its target market will get with using the product only then action towards a purchase will take place as people will always buy your product when they see the benefits attached with using it. A very good example that cleary demonstrates product usage benefit is that of Moov which is Backache Specialist and is Ideal for consumers with hectic lifestyles and are prone to recurring backaches. The specialized Ayurvedic Fast Pain Relief Formula penetrates deep inside, produces warmth and helps you recover fast.

Using AIDA Model of advertising effectively

Grab the potential client's or customer's attention. Whether the advertising involves commercials, posters or billboards, the ad should be attention-grabbing. Catchy audio visuals or interesting pictures are often used.

Arouse the potential customer's interest by using visuals that relate to him. This will require obtaining information about potential clients or consumers. Businesses can run studies, take surveys or even just ask questions to gain information about what interests potential clients or customers, and then use these cues in advertising formats.

Give the customer a desire for the product or service. A business should show how the product or services will benefit her. A customer should have a clear image of what the product or service will provide that she needs and wants.

Invite the customers to purchase the product or service. Often, encouraging the customers to act quickly can make the difference between success and failure in marketing. Offering sales or discounts with time limitations is one way of making customers act quickly.

Source: http://www.themarketingguywhodrivessales.com/crashcourse/advtg.htm

Jeep Cherokee Print ad

Appeared in the Sunday Times (of London, UK), page 1 4, April 21, 2002: Agency: PentaMark Worldwide / UK a unit of BBDO

Jeep is the popular sport utility division of DaimlerChrysler. Daimler- Chrysler AG is

primarily engaged in the development, manufacture, distribution and sale of a wide range of

automotive products, mainly passenger cars and commercial vehicles under the names

Mercedes-Benz, Chrysler, Jeep and Dodge.

The ad

The black and white print ad depicts a Jeep Liberty traveling over extremely rough terrain. The

headline copy states A Jeep Cherokee for only 199 a month. At last, something youll find hard to get over. The narrative copy states, The product of more than 60 years of off-road expertise, theres little that can stand in the way of the new Jeep Cherokee. Its 2.5 litre, 145 bhp, common rail diesel engine and independent front suspension will deal confidently with

the toughest of terrain. And youll find its as secure on the road as it is off, with its precise rack and pinion steering and ABS. The Jeep Cherokee. Every bit as capable as youd expect. And, from under 200 a month, more affordable than you might have thought. For details visit

www.Jeep.co.uk or Freephone 0800 616159. There is plenty of white space surrounding the vehicle and the copy. The message of this ad is that Jeep can get you anywhere you want to go,

and that it costs less to get that Jeep than you might expect.

AIDA The traditional AIDA model suggest consumers move from an Awareness Interest Desire Action (or that the consumer has a Learn Feel Do mentality). Once again, this Jeep advertisement is inconsistent with the AIDA model. Although the secondary copy presents

information about the vehicle, there is little communication on the key strategic benefits

offered by the Jeep or its unique selling proposition. Instead, the ad attempts to communicate

with potential users on an emotional level about the freedom and possibilities they would be

able to recognize if they purchased a Jeep. This suggests a Feel Learn Do model.

The FCB Model of Advertising Strategy

An admired paper by Richard Vaughn (1980, see also Vaughn 1986) researched how advertising

works, and how best to establish communications objectives. Vaughns work allows advertisers to select the communication method based on the type of product they are advertising, and the

attitudes that consumers are likely to have towards the product. Vaughn (1980) suggests:

Not all advertising works in the same way. Sometimes communication of key information and

salient emotion will be needed to get a sale; at other times, consumers will need one, but not

both; and often, [a purchase] may occur with little or no information and emotion. The purpose

of strategy planning is to identify the information, emotion or action leverage for a particular

product, build the appropriate advertising model and then execute it.

These differences are summarized in the popular FCB Matrix reproduced below:

The matrix divides advertising strategy into two dimensions based on thinking versus feeling,

and low involvement versus high involvement. Vaughn points out this suggests there are purchase decisions where thinking is most involved and others where feeling dominated; there

are situations that require more involvement and those that require less.

The model is powerful because it accommodates different versions of the learn-feel-do sequence

and suggests different advertising strategies for each of the four quadrants.

This grid delineates four primary advertising strategies informative, affective, habitual and satisfaction with their most appropriate traditional and variant hierarchy-of-effects models. Vaughn (1986, also Rossiter et al. 1991) identified 250 product categories for recently

purchased products on the basis of involvement and the think feel dimensionality. Representative product categories are illustrated below:

The grid suggests a different advertising strategy based on the level of thinking / feeling and

involvement associated with each of the four quadrants. Vaughn is careful to point out that the

dashed line separating the quadrants should not be interpreted as a black and white distinction

between thinking and feeling or high involvement and low involvement.

Rather, it simply represents a guideline. The strategy for each quadrant is discussed separately

below.

Quadrant 1 High involvement / Thinking (Informative)

This quadrant implies that a large amount of information is necessary because of the importance

of the product. Many major purchases qualify, (cars, homes, electronic equipment), and these are

likely to include almost any product which needs to convey what it is, its function, price and

availability. The basic strategy model is to adopt the Learn Feel Do sequence where information is designed to build attitudinal acceptance and subsequent purchase. Vaughn (1980)

suggests, consumers may be thought of as thinkers. Creatively, specific information and demonstration are possibilities. Long copy format and reflective, involving media may be

necessary to get through with key points of consumer interest.

Quadrant 2 High involvement / Feeling (Affective)

This product decision has high involvement but requires less specific information, therefore and

attitude or feeling towards the product is more important. This is a psychological model, because

the importance of the product is connected to the consumers self esteem. Perfume, expensive watches, and sports cars are product examples that might fall into this quadrant. The advertising

strategy requires emotional involvement on the part of the consumers so that they become

connected with the product being advertised and subsequently become feelers. Therefore, the proposed model is Feel Learn Do. Vaughn (1980) suggests Creatively, executional impact is a possible goal, while media considerations suggest dramatic print exposure or image broadcast specials.

Quadrant 3 Low involvement / Thinking (Doer)

Products in this category (including many common household items such as razors, insect

repellant, and household cleaners) involve little thought and a tendency to form buying habits for

convenience. The hierarchy model is a Do Learn Feel pattern suggesting that simply inducing trial (through coupons or samples) can often generate subsequent purchases more efficiently than

undifferenting copy points, leading in turn to increased brand loyalty. According to Vaughn (1980), the most effective creative strategy is to stimulate a reminder for the product.

Quadrant 4 Low involvement / Feeling (Self-satisfaction)

This product decision is emotional but requires little involvement, and is reserved for those

products that satisfy personal taste (for example, cigarettes, candy, beer or snack food). This is a

Do Feel Learn model where imagery and quick satisfaction are involved, and the consumer is considered a reactor whose interest will be hard to hold. Vaughn (1980) argues that the creative

objective is to get attention with some sort of consistency, and suitable methods may include

billboards, point-of-sale or newspaper advertising.

Analysis of Advertisements from the perspective

of FCB Model

Garnier Fructis Home Delivered Sample Trial Fructis is a new shampoo by Garnier. Garnier is a brand of Paris based L'Oral. L'Oral is

the worlds largest producer of beauty products and makes makeup, perfume and hair and skin products. The role of the consumer products division is to develop beauty products for

the widest possible range of consumers, offering highly innovative products at competitive

prices through mass-market retail channels.

Outside Inside

The Ad The advertisement is a form of direct mail that is distributed to all households in a certain geographic area. The packaging says that Fructis is a fortifying shampoo with active fruit concentrate. Inside the package are two product samples (a shampoo and cream conditioner) along with additional product information and a $0.50 coupon that can be applied to the next purchase of shampoo or conditioner. Targeted at fashion conscious younger people, the message this piece portrays is one of understated hipness; a new and refreshing twist on the shampoo staple.

FCB Grid

The FCB grid places fashion products in quadrant 3: low involvement, thinking (habit

forming). The FCB model suggests products in this category adopt a Do Learn Feel hierarchy of consumer behaviour, and that product decisions in this area involve minimal

thought and consumers tend to form buying habits for convenience. Although for many

consumers brand loyalty will be a function of habit, it is possible that consumers have several

acceptable brands in the same product category. Vaughn (1980) suggests that the hierarchy

pattern is compatible with the traditional responsive theory, which suggests that simply

inducing trial (whether from coupons or samples) can often break consumers from the habitual

purchases pattern and can often generate subsequent purchases more readily than other

advertising options. In addition to trial samples or coupons, other media opportunities for this

quadrant include small ads, point-of-sale reminders, and short radio pieces that serve as brand

reminders. Creatively what is required is to stimulate a recollection of the product.

Sample products are consistent with the proposed FCB strategy for this quadrant;

consumers have a risk-free opportunity to evaluate and trial new products. If they find

them acceptable, they may develop an attachment to the brand and eventually become

habitual users.

GAP Print spot - As one of the world's most recognized brands, Gap provides customers with products including clothing, accessories, underwear, loungewear and personal care

items.This advertisement was run in Vanity Fair, suggesting the firm is targeting 17 to 35 year

olds, both male and female consumers, who are likely to have incomes between US$15,000 and

US$50,000 and who are likely to be either University / college graduates or high school

graduates.

The Ad This ad is part of a print and outdoor campaign involving photos of 45 celebrities wearing GAP clothing.

The ad used as an example shows actress Jennifer Garner and actor Scott Foley in simple

classic GAP clothing. The models are holding hands and facing each other, but looking away

and not at each other. With the models standing in a white room, there is plenty of white space

coloured only by the earth town hues in the clothing worn by the models themselves.

Creatively, this portrays a clean, simple, classic image. Less certain, however, is the message

this advertising is attempting to portray. As with many fashion related advertisements, the

message may be a subtle approach to being fashionable and developing self-confidence. This

ad is part of a campaign involving forty-five celebrity endorsers.

FCB Grid

The FCB grid places fashion products in quadrant 2: high involvement, affective (feeling). The

FCB model suggests products in this category adopt a Feel Learn Do hierarchy of consumer behaviour. This quadrant involves products that are high involvement, but specific

information is less important than an attitude or holistic feeling. That is because of the

importance of this product and how it relates to a persons self-esteem. The suggested tactics include using large dramatic print exposure for media considerations. The suggested creative

goal is executional impact designed to induce an attitude change.

According the FCB suggested tactic for high involvement affective products this advertising

strategy is successful. Although the message of the communication may be lost on the

consumer, the use of celebrity endorsers reinforces the classic, down to earth, everyday

appeal of the clothing line; the models look more stylish or hipper than normal people (case in point the shoes interestingly, not a GAP product), but still a look attainable for the

average person.

Ogilvy (1985) warns against the use of celebrity endorsers and believes they are below

average in their ability to change brand preferences since viewers remember the celebrity but

forget the product.

Innovation Adoption Method

Adopting an innovation requires a decision to be made, an action to be taken. As discussed previously, this suggests that data must become information leading in the creation of knowledge. What happens in a community is mirrored in an individual.

It is a five-step process that individuals progress through as they make a decision to adopt an innovation. Each of these steps requires a conversion of tacit or explicit information, as detailed in Tacit and Explicit Information. This information either comes through external influences from outside the community or through influential members of the community.

Awareness - The individual is simply aware the innovation exists. Details are lacking and it is a very passive stage. This awareness is usually driven by sources outside the community and tacit sources of information.

Interest - The individual wants more information. They begin to wonder if the innovation can help them. They may actively seek out new information, both explicit and tacit. Their quest is informed by sources both outside and inside the community.

Evaluation - The individual mentally examines the innovation using the information gathered, trying to determine whether it will really impact their work and how it will make their effort easier or better. This is a critical stage and the first one where the voices of the community (i.e. coworkers, friends or neighbors) are often the largest influence on an individual, rather than outside contacts.

Trial - The individual actually tests the innovation to see if reality matches expectations, usually with small-scale, experimental efforts. Often at this stage, any source of information that is determined to be helpful will be used, although close community ties are still the most important. Individuals are looking for specific help for their specific need.

Adoption - The individual likes the innovation and adopts it wholeheartedly. It is applied to all areas of relevant use and the individual often becomes a strong advocate for the innovation in the community. Community voices are very important at this stage.

The speed with which each individual passes through these 5 stages will vary depending on the particular innovation, its overall complexity, its costs, and just how disruptive it is to current workflows.

The source of information also makes a difference. While interconversion of both tacit and explicit information is important at each step, it is information from unbiased sources that makes the largest impact. For most people at most steps these sources consist mainly of local voices in the community. People listen to community leaders.

Application in Advertisement

Vaseline Healthy white body lotion

Vaseline is a brand of Hindustan Unilever. It introduced Healthy White Body Lotion and wanted to induce trials. Along with the Television advertising, it also did inbound advertisement partnering with Zapak.com. They launched a campaign

Available at Vaselinebodyvibe.zapak.com, the contest invited users to register with the website, select their body type out of the four skin care categories and upload their full-length pictures.

Source - http://www.afaqs.com/news/story/24980_Vaseline-uses-online-contest-to-induce-product-trial

In response, the Zapak team selected 16 best participants and sent them a pack of Vaseline Healthy White body lotion. Contestants had to use the Vaseline products and upload a photograph each week to showcase the changes in their skin colour. Finally, after four weeks, the Zapak team picked winners across the different skin categories and rewarded them.

Aim of the campaign :-

The contest aims to make consumers aware that Healthy White body lotion helps to balance or restore the original skin colour of the face and other parts of the body."

The gaming portal claimed that the microsite received 1.48 lakh registered users and 1.45 million page views in few days of it being launched, demonstrating the Interest that the application built.

The idea was to induce trials and help the consumers evaluate the offering, especially their target audience, which is mainly represented by SEC A women in the age group of 18-25 years.

Zapak promoted the contest through banner ads on its home page, on the log out pages of various games and across its network of gameplexes.

Earlier, in April and May, the company had launched an online banner advertising campaign across various horizontal portals such as Yahoo!, MSN and Indiatimes to create awareness about the launch of the product.

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Criticism against Traditional Model

The major criticism offered against the traditional response hierarchy models discussed in the previous section, was the sequential and linear pattern in which they illustrate the phases of the consumer response process.

Alternative Response Hierarchical Model

Ray developed the three-order hierarchy model of information processing and describes it as follows: The basic hierarchy-of-effects model consists of a sequence of mental stages or levels which an audience member is supposed to experience during a communication campaign. The typical sequence is from simple to more complex response stages.

Ray named the three alternative response hierarchies the learning hierarchy, the dissonance-attribution hierarchy and the low-involvement hierarchy. Ray also used the three major levels corresponding to the typical attitude structure components of cognitive, affective and conative. He stresses that although each of these alternative response hierarchies undoubtedly offer interesting alternatives, the same basic three phases depicted by the traditional response hierarchy models, namely the cognitive, affective and conative or behavioural phases as indicators of the procession of consumers through the response process, cannot be ignored.

The three-order model of information processing by Michael Ray is divided into three quadrants, each depicting a different alternative response hierarchy. These three quadrants are discussed individually below:

1. The learning hierarchy

The first alternative response hierarchy in the three-order model of information processing is the learning hierarchy. According to him, this hierarchy exists when the audience is involved in the topic of the campaign and when there are clear differences between alternatives. This learning hierarchy represents a learn feel do sequence where members of the audience first become aware, then develop interest, make evaluations, try and then adopt (the adoption process hierarchy). This process correlates with the phases depicted in the traditional response hierarchy models. This alternative response hierarchy therefore explains that a consumer first of all learns facts about the product, then develops affection or feelings towards the product, and finally behaves based on the feelings about and knowledge of the product or service advertised. If the consumer, for example, wants to buy a personal computer, printer, camera or car, the phases of the standard learning hierarchy are probable. Evaluation of the standard learning hierarchy The three-order model of information processing, shows the evolution in the development of consumer response models from 1925 to 1983. Ray elaborated on the traditional response hierarchy models by including the elements of involvement and product differentiation. He therefore acknowledges the fact that consumers do not proceed through the same response phases when they are exposed to different advertising messages. Their responses depend on the type of product advertised. Even though this is a considerable advancement from the linear perspective depicted by the traditional response hierarchy models, this model still does not take into account the fact that consumers who want to buy cars, radios and computers will not all proceed through the same response phases in the same sequence. Their procession through the phases depends on their knowledge and loyalty towards the product. Sometimes it is necessary to make consumers aware of a new product, like for example a radio or computer, but sometimes it is necessary to remind loyal consumers to repurchase a product. New purchasers will, for example, proceed from the cognitive, to the affective, to the conative phases, but mature and loyal consumers do not need to proceed through the cognitive phase in order to obtain information and also do not need to proceed through the affective phase in order to form positive attitudes towards the product. They only need to be reminded to repurchase their favourite brand. These consumers will therefore not proceed through the same response phases as new consumers will. The response sequence thus does not completely depend on product involvement and differentiation. It is argued that the standard learning hierarchy does not take this into account.

2. The Dissonance/Attribution Hierarchy

This theory involves situations where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process information that supports the behaviour. This dissonance/attribution model, or do feel learn, occurs in situations where consumers must choose between two alternatives that are similar in quality but are complex and may have hidden or unknown attributes. It involves situations during which the consumer first behaves or purchases a product, then develops an attitude, emotional reaction or feeling as a result of that behaviour, and then seeks information that supports the behaviour. The dissonance-attribution hierarchy is thus the exact reverse of the standard learning one. The consumer may purchase the product on the basis of a recommendation by some non-media source and then attempt to support the decision by developing a positive attitude toward the brand and perhaps even developing negative feelings toward the rejected alternative(s). This reduces any post-purchase dissonance or anxiety the consumer may experience resulting from doubt over the purchase. Dissonance reduction involves selective learning, whereby the consumer seeks information that supports the choice made and avoids information that would raise doubts about the decision. The dissonance-attribution hierarchy therefore suggests attitude formation and information seeking from the mass media after the purchase has been made. According to this model, marketers need to recognize that in some situations, attitudes develop after purchase, as does learning from the mass media. Ray suggests that in these situations the main effect of the mass media is not the promotion of original choice behavior and attitude change but rather the reduction of dissonance by reinforcing the wisdom of the purchase or providing supportive information. As with the standard learning model, this response hierarchy is likely to occur when the consumer is involved in the purchase situation; it is particularly relevant for post-purchase situations. For example, a consumer may purchase tires recommended by a friend and then develop a favorable attitude toward the company and pay close attention to its ads to reduce dissonance. Some marketers resist this view of the response hierarchy because they cant accept the notion that the mass media have no effect on the consumers initial purchase decision.

But the model doesnt claim the mass media have no effectjust that their major impact occurs after the purchase has been made.

Evaluation of the dissonance-attribution hierarchy Dissonance/attribution hierarchy shows a move away from the traditional sequential notion of cognition, affection and conation (behaviour). With the dissonance/attribution hierarchy, Ray acknowledges the fact that conation or behaviour is not always the last phase in the consumer response process.

This hierarchy depicts behaviour as the first phase in the response process and suggests that the formation of feelings and attitudes and the gathering of information follow after purchase behaviour. It is important to emphasise that this hierarchy shows that the consumer may seek information, specifically from a mass media source, at the end of the consumer response process. Ray suggests that the consumer may make a purchase decision based on, for example, non-media sources like suggestions by friends or family. The consumer therefore does gather information prior to purchasing; the information is just not from a mass media source. It is also proposed that every consumer gathers information from packaging, point-of-sale displays and salespersons during the purchase occasion. It is therefore suggested that this also represents a cognitive phase in the consumer response process, even though information is not gathered from a mass media source. It is furthermore suggested that cognition usually precedes affection and conation and that this hierarchy could include cognition as a first, as well as a last phase in the consumer response process.

3. The Low-Involvement Hierarchy

Perhaps the most intriguing of the three response hierarchies proposed by Ray is the low-involvement hierarchy, in which the receiver is viewed as passing from cognition to behavior to attitude change. This learn do feel sequence is thought to characterize situations of low consumer involvement in the purchase process. Ray suggests this hierarchy tends to occur when involvement in the purchase decision is low, there are minimal differences among brand alternatives, and mass-media (especially broadcast) advertising is important. The notion of a low-involvement hierarchy is based in large part on Herbert Krugmans theory explaining the effects of television advertising. In a low-involvement situation, the consumer does not compare the message with previously acquired beliefs, needs, or past experiences. The commercial results in subtle changes in the consumers knowledge structure, particularly with repeated exposure. This change in the consumers knowledge does not result in attitude change but is related to learning something about the advertised brand, such as a brand name, ad theme, or slogan. According to Krugman, when the consumer enters a purchase situation, this information may be sufficient to trigger a purchase. The consumer will then form an attitude toward the purchased brand as a result of experience with it. Thus, in the low-involvement situation the response sequence is as follows: Message exposure under low involvement Shift in cognitive structure Purchase Positive or negative experience Attitude formation

In the low-involvement hierarchy, the consumer engages in passive learning and random information catching rather than active information seeking. The advertiser must recognize that a passive, uninterested consumer may focus more on non message elements such as music, characters, symbols, and slogans or jingles than actual message content. The advertiser might capitalize on this situation by developing a catchy jingle that is stored in the consumers mind without any active cognitive processing and becomes salient when he or she enters the actual purchase situation. Advertisers of low-involvement products also repeat simple product claims such as a key copy point or distinctive product benefit. A study by Scott Hawkins and Stephen Hoch found that under low-involvement conditions, repetition of simple product claims increased consumers memory of and belief in those claims. They concluded that advertisers of low involvement products might find it more profitable to pursue a heavy repetition strategy than to reach larger audiences with lengthy, more detailed messages. For example, Heinz has dominated the ketchup market for over 20 years by repeatedly telling consumers that its brand is the thickest and richest. Heinz has used a variety of advertising campaigns over the years. However, they all have communicated the same basic message that Heinz is the best and most preferred brand of ketchup Low-involvement advertising appeals prevail in much of the advertising we see for frequently purchased consumer products: Wrigleys Doublemint gum invites consumers to Double your pleasure. Bounty paper towels claim to be the quicker picker-upper. Oscar Mayer uses the catchy jingle, I wish I were an Oscar Mayer wiener. Each of these appeals is designed to help consumers make an association without really attempting to formulate or change an attitude. Another popular creative strategy used by advertisers of low-involvement products is what advertising analyst Harry McMahan calls VIP, or visual image personality. Advertisers often use symbols like the Pillsbury doughboy, Morris the cat, Tony the tiger, Speedy Alka-Seltzer, and Mr. Clean to develop visual images that will lead consumers to identify and retain ads.

Ray concludes that the next time they are in a purchasing situation, that name comes to mind, they buy, and attitude is subsequently changed as a result of experience with the product. Thus the low-involvement hierarchy is a cognitive-conative-affective one. Evaluation of the low-involvement hierarchy It is argued that Rays development of the low-involvement hierarchy shows the realisation that consumers do not always react during the cognitive phase by learning and remembering complicated advertising messages. This hierarchy makes it clear that, during a low-involvement situation, the consumer will learn and remember music, characters and slogans and not necessarily facts about the product being advertised. This situation therefore only refers to low-involvement products such as, for example, margarine, coffee and bubblegum. There is a low risk in buying a particular brand of these products and therefore the consumer does not need to be highly involved in the purchase decision. The main criticism against this hierarchy is the fact that the response phases are still represented in a linear or hierarchical manner. Even though consumers might be in a low-involvement situation, they still might proceed through some of these phases simultaneously or alternatively. Consumers will therefore not always proceed through the cognitive, conative and affective phases in that specific order in a low-involvement situation. Despite these criticisms, it is found that Rays three-order model of information processing, which encompasses the standard learning hierarchy, the dissonance/attribution hierarchy and the low-involvement hierarchy, evidently demonstrates an advancement in understanding of the complex consumer response process.

Source: (Belch & Belch 2001: 153-154)

Implications of Alternative Response Models

Advertising and consumer researchers recognize that not all response sequences and behaviours are explained adequately by either the traditional or the alternative response hierarchies. Advertising is just one source of information consumers use in learning about products, forming attitudes, and/or making a purchase decision. Consumers are likely to integrate information from advertising and other forms of marketing communication as well as direct experience in forming judgments about a brand. For example, a study by Robert Smith found that advertising can lessen the negative effects of an unfavourable trial experience on brand evaluations when the ad is processed before the trial. However, when a negative trial experience precedes exposure to an ad, cognitive evaluations of the ad are more negative. More recent research has also shown that advertising can affect consumers objective sensory interpretation of their experiences with a brand and what they remember about it. The various response models offer an interesting perspective on the ways consumers respond to advertising and other forms of marketing communications. They also provide insight into promotional strategies marketers might pursue in different situations. A review of these alternative models of the response process shows that the traditional standard learning model does not always apply. The notion of a highly involved consumer who engages in active information processing and learning and acts on the basis of higher-order beliefs and a well-formed attitude may be inappropriate for some types of purchases. Sometimes consumers make a purchase decision on the basis of general awareness resulting from repetitive exposure to advertising, and attitude development occurs after the purchase, if at all. The role of advertising and other forms of promotion may be to induce trial, so consumers can

develop brand preferences primarily on the basis of their direct experience with the product. From a promotional planning perspective, it is important that marketers examine the communication situation for their product or service and determine which type of response process is most likely to occur. They should analyze involvement levels and product/service differentiation as well as consumers use of various information sources and their levels of experience with the product or service. Once the manager has determined which response sequence is most likely to operate, the integrated marketing communications program can be designed to influence the response process in favour of the companys product or service. Because this requires that marketers determine the involvement level of consumers in their target markets, we examine the concept of involvement in more detail.

Some of the problems in conceptualizing and measuring involvement have been addressed in extensive review by Judith Zaichkowsky. She has noted that although there is no single precise definition of involvement, there is an underlying theme focusing on personal relevance. Zaichkowsky developed an involvement construct that includes three antecedents, or variables proposed to precede involvement. The second factor is characteristics of the stimulus, or differences in type of media (TV, radio, or print), content of the communication, or product class variations. The third antecedent is situational factors, such as whether one is or is not in the market for a particular product. The various antecedents can influence the consumers level of involvement in several ways, including the way the consumer responds to the advertising, the products being advertised, and the actual purchase decision. This involvement

conceptualization shows that a variety of outcomes or behaviors can result from involvement with advertising, products, or purchase decisions. Marketers and advertisers should evaluate the following when they plan their advertising campaigns: Involvement levels, Product differentiation, Consumers use of various information sources, and Levels of experience with the product. The marketer and advertiser should thus know which response process consumers will proceed through when they are exposed to specific advertising messages. Once marketers and advertisers know which response process consumers proceed through when they are exposed to advertising messages, they are able to design their communication strategies to benefit the organisation, advertising campaign and product or service advertised. -----------------------------------------------------------------------------------------------------------------

Alternate Response Models

Practical Analysis

Learning Hierarchy

http://www.behance.net/gallery/Canon-EOS1100D-Print-Ad-(Asia-Market)/1492477

The Ad- The above shown print ad by Canon is for its Indian markets showcasing its EOS

product range and specifically the 1100D model. The Ad has been designed keeping in mind

the Indian consumer and striking on their emotional chords. The ad shows the 1100D model

drawn on hands of a woman with traditional Mehndi art along with certain key elements of

Indian culture (Bollywood, Taj Mahal, religion, etc). The tagline says Discover endless

possibilities with the new 1100D which along with the imagery tries to appeal to the

affective element of consumers psyche.

Learning Hierarchy- Analysing the idea with Learning Hierarchy model, it is clear that the

advertiser intends a learn-feel-behave pattern with primary focus on the feel or affective

aspect. Cannon being an industry giant already has a sense of brand recall among the

potential customers and is known for superior products. Thus, the company chooses to

focus on portraying the product in a creative and graphic way. The use of elements from

Indian culture reinforces their efforts and the consumer is likely to feel a connect with the

product immediately. The ad closes with encouraging the consumer to behave and says

explore new things with our product (which is apt for a camera). Being a high involvement

product, the approach is not a bad one by Canon provided their other communication

material gives some insight into the features of the product too.

http://www.adclassix.com/ads/61wollensak8mm.htm

The Ad- In sharp contrast to the previous ad by Canon, we look at this ad from 1961 by

Wollensak camera. The ad is content heavy and focuses on the features of the product with

a simple image of the product. The copywriter has used attractive language in his effort to

differentiate the product and lists out many of the key features of the camera which a

professional might be interested in knowing.

Learning Hierarchy- Analysing the idea with Learning Hierarchy model, it is clear that the

advertiser intends a learn-feel-behave pattern with primary focus on the features and

quality of the product. In contrast to the previous ad, this one does not target the affective

aspect but the cognitive and rational psyche of the customer. It is clear that the brand

intends to woo the customers by setting itself apart based purely on the product and its

benefits. Being a high involvement product, this approach also works for the brand

especially since the product is complicated in nature.

Dissonance/Attribution Hierarchy

The Ad- The Ad is a part of the popular campaign by The Hindu taking a dig at Times of

India. The Ad targets the notion that quality of journalism in TOI is poor with no real focus

on the actual news that matters and its habit of sensationalising every news material. Hindu

thus tries to establish itself as a far superior and intelligent choice over TOI.

Dissonance/Attribution Hierarchy- Analysing the ad through the Dissonance/Attribution

hierarchy model, the ad follows a do-feel-learn concept with The Hindu urging the potential

customers to switch over from TOI and read their product instead. The campaign is highly

effective in the sense that not only it tries to attract new customers, but also gives an

assurance to the current customers that their choice of newspaper is better than the

competition, they are reading quality journalism, are getting a practical account of things

and are more intelligent than people who prefer TOI. This is a clear case of a brand trying to

attract new customers while reducing the dissonance in the minds of their existing

customers. Hindu also complemented this campaign with its claim of being the largest read

newspaper in the southern parts of the country and through similar claims.

Low Involvement Hierarchy

stockimagebank.wordpress.com

The Ad- The above print ad by Fevicol is as simple as an ad could be. It shows the brand in a

definitive light apparent by the creative and the copy. It portrays the idea that Fevicol has

always pushed for, that it is the best adhesive brand in the market. The 2 joined hands

reinforce their claim while also creating an emotional appeal.

Low Involvement Hierarchy- Analysing the ad by Low Involvement Hierarchy model, the approach used by Fevicol here is of learn-do-feel wherein a subtle idea about the quality of the product is given while not providing much information about the features of the product. Here, the involvement in the purchase decision is low and there are minimal differences among brand alternatives. The prime focus in this minimalist ad is learning something about the advertised brand, such as a brand name, ad theme, or slogan. The simple claim that Fevicol always fulfils its purpose is sufficient to trigger the purchase. The consumer will subsequently develop an opinion about the product upon use. Fevicols constant use of creative elements in their communications testifies their ideology when it comes to advertising their low involvement products. Their message is always clear, simple and constant.

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