Download Models

HE Business
Advertising and Promotion
Models
Response hierarchy models

AIDA model
Attention, interest, desire, action

Adoption model
Awareness, interest, evaluation, (trial), adoption

DAGMAR (Defining advertising goals for measured advertising
response)
Unawareness, awareness, comprehension, conviction, action

Lavidge and Steiner model
Awareness, knowledge, liking, preference, conviction, purchase
All these models are classified into three main areas:



Cognitive
- creating knowledge and/or awareness
Affective
- changing consumer attitude
Behavioural - encouraging positive action, ie: buying
These models have some drawbacks, as identified by Smith, Marketing
Communications: An Integrated Approach (1993). As has been said, the core
model of buying behaviour is most applicable to complex buying behaviour. In
other situations, the consumer may not go through the staged process of
information search and evaluation of objectives before the purchase decision.
Indeed, some of the stages might occur simultaneously, as in the case of an
impulse purchase. Buyers may also bypass the hierarchy of stages. For
example, during the evaluation stage a buyer may go back to the information
search stage in order to obtain more information before making the decision to
buy.
AIDA and similar models are considered to be too rigid and inflexible in most
cases and have been replaced with, (for some), more acceptable models:

Sales, persuasion, involvement and saliency model (Hall and
O’Malley)
Sales:
Advertising works on the basis that it affects sales directly
Persuasion: Advertising works by persuading people to buy in ways
they may not have chosen had they not seen the
advertising
Involvement: Advertising works by drawing people into the
advertisement and making associations between the
advertisement and the product/brand, ie: Nescafe Gold
Blend
Page no 1
HE Business
Saliency:

Advertising and Promotion
Advertising works by standing out and being different
from other advertisements, especially in the same
category
The ATRN model
Ehrenberg counters the above view with the ATRN (Awareness, Trial,
Reinforcement, Nudge) model, which interprets advertising as a ‘Weak
Force’. This says that advertising reinforces previous purchase
decisions and serves to defend them and maintain market share.
Both models accept that awareness is a necessary prerequisite for purchase,
although it may not always be through advertising. Ehrenberg argues that
there is no evidence that consumers feel anything like desire when they buy
toilet cleaning products or coffee or tinned tomatoes. If a potential purchaser
shows some interest in a product, perhaps because it is new or significant to
them at that particular time, then they might try or experiment with the product.
If this is successful then a repeat purchase may be made.
With
reinforcement, the purchaser might be encouraged to add the product to their
repertoire or evoked set (a small cluster of brands in each product category
from which purchase decisions are made, as loyalty to a single brand is rare).
Advertising can assist in any of these stages and can nudge people into
buying one particular brand from their repertoire.
There is no fixed model of advertising. However, research suggests that
advertising might be more effective when combined with brands, so that
potential purchasers are enabled to develop links or associations between a
brand and its advertising and related communications.
Page no 2