Advertising Models

Objectives of this session

• Are advertising models useful?Some possible ways of modelling advertising messages:

• AIDA• DAGMAR or ‘Hierarchy of Effects’• DRIP• VIPS• DMP• PLC• Maslow• MECCA or Means-End Chain

The AIDA Model

• Attention– Get noticed.

• Interest– What’s in it for me?– Problem solving?

• Desire– ‘Want’ factor– Brand

• Action– How do I get it?

The DAGMAR Model(Defining Advertising Goals for Measured Advertising Results)

also known as ‘Hierarchy of Effects’ model

Ehrenburg Model (1997)

Awareness

Trial

Reinforcement

Nudging

Let the customer know you exist (Doesn’t have to be just advertising)

Curiosity (rather than ‘persuasion’) could lead to trial of product.

Provide reassurance in brand. (Role suitable for advertising)

Remind – reinforce - repeat purchase.

The DRIP Model

• Differentiate– Be different from the competition

• Remind– Who are we? What do we stand for?

• Inform– What’s new? Features-Benefits

• Persuade– Why is it right for you?

David Bernstein’s VIPS checklist

To be effective, an advertising message should be checked to see that it has the following qualities:

VISIBILITY

IDENTITY

PROMISE

SINGLEMINDEDNESS

The DMP Model(The Decision Making Process)

The DMP Model(Decision Making Process)

1.Recognition of needRemind or create perception of

need?

2.Define parameters of need / solution

We’ve got just the solution

3.Search for informationFind out what we have to offer

4.Evaluation of alternatives

Aren’t we better than the competition?

5.Determining terms of purchase

We’re great value for money

6.PurchaseIt’s so easy to buy

7.Post-purchase evaluation

You made the right decision!

8.Re-purchase? You are our valued customer

The PLC Model(The Product Life Cycle)

The PLC Model

1. Pre-LaunchTeaser campaign

2. IntroductionLaunch campaign

3. GrowthMaximise sales

4. MaturityTactical campaigns

5. Decline / WithdrawalWhy advertise?

The Maslow ModelMaslow’s Hierarchy of Needs

MECCASMeans-End Conceptualisation of Components for Advertising Strategy

or Means-End Chain Theory

Links product attributes to personally relevant values:1. Products Attributes / Features2. Consumer Benefits3. Leverage Points

• Memorable ‘hook’ which links benefits to consumer

4. Personal Values• What is relevant to this consumer

5. Executional Framework• Scenario used to convey message

Features Benefits Values

Low fat Healthy Self-Respect

Wisdom

Calcium Healthy bones Comfortable life

Wisdom

Ingredients Good taste Pleasure

Happiness

Vitamins Enhanced sexual ability

Excitement

Fun

Pleasure

Got Milk Means-End Chain

Conclusion

• No-one knows why some ads work and others don’t

• No-one can predict for sure which ads will work and which ones will not

• Models should act a guide for structuring creativity – not a staightjacket