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