communication Models of advertisement

7/23/2019 communication Models of advertisement

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COMMUNICATION

MODELS

Most advertisements help in producingpsychological effectsand can help in changing onlythe mental states of audiences and predisposethem toward purchase of advertised product or

service.Advertising is essentiallya formof communicationand its basic responsibility is to deliver the desiredinformation to the targeted audience.


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AIDA MODEL


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The Lavidge-SteinerThe Lavidge-SteinerLearning ModelLearning Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Begins withBegins withAwarenessAwarenessMoves toMoves toConvictionConviction

andand urchaseurchase

NOTE: Process may beNOTE: Process may bequite rapid and youquite rapid and youmay try before beingmay try before beingtotally convincedtotally convinced

!ow people "learn# ads!ow people "learn# ads

avidge!"teiner earning Modelavidge!"teiner earning Model


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A number of hierarchy models have been roosed! One version of

hierarchy model develoed by "ober# Lavid$e and %ary S#einer &i$ure!

The social sycholo$ical #heory and #he model includes si' s#a$es!

Awareness, knowledge, liking, preference, conviction, and

purchase!

The ne'# #hree s#a$es( li)in$( reference and convic#ion reresen# #he

aective comonen# *feelin$+ of a##i#ude( and #he las# s#a$e in #he model(

urchase( reresen#s #he conative or behavioural comonen# of

a##i#ude!

The dis#ance be#,een any #,o ad-oinin$ s#es is no# necessarily e.ual!

Consumers can move u several s#es in one $o! The consumer/s level of

involvemen# in a ar#icular roduc# ca#e$ory in0uences her1his a#h

#hrou$h #he s#es! In case of hi$h involvemen# si#ua#ions( consumers #a)e

lon$er #o $o #hrou$h #he rocess!The research reveals #ha# hierarchymodels do no# aly #o lo, involvemen# urchases because #he

consumer/s lac) of in#eres# in #he roduc# ca#e$ory may lead #he

consumer #o becomin$ a,are af#er ayin$ a##en#ion and ma)e urchase!


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Models of the $esponse rocess

Source: 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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#ON#$"%ONvarious e%amples of hierarchical response models that havebeen developed through the years to depict the stagesconsumers&customers go through as they learn about a

company's product or service and move to a stage of purchasereadiness or actual behavior. These four models include(

) A*+A model ) developed to depict the stages in the personalselling process

) !ierarchy of effects model ) shows the process by whichadvertising wor,s

) *nnovation adoption model ) shows the stages a consumerspasses through in the process of adopting a new product

) *nformation processing model ) a model of the processthrough which a consumer must pass to be influenced byadvertising

communication Models of advertisement

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