Description
consumer attitudes, DAGMAR, AIDA models (ELmo Lewis), consumer decision making and information processing model.
Advertising objectives
Agenda
• • • “Why am I advertising?” Consumer attitudes DAGMAR, AIDA models
Why advertise?
• Inform
• Remind
• Persuade
• • • • Corporate brand building Statutory announcement Product offers Goodwill gestures
AIDA Model – Elmo Lewis
• • •
Awareness/ Attention – attract the attention of the customer Interest – Demonstrate features, advantages, benefits Desire – Convince customers that the product fits in their lives and invoke desire to purchase Action – Lead customers towards purchase or desired action
•
The Railway vendor
• “Saheb zara ek min yahaan dhyaan dena” –
• • • • Attention Rhythmic sales pitch with a sharp voice – Attention +Interest Demonstration - Interest Demonstration + Advantages benefits at a low price – Desire “Only 20 Rs. Sir… try karne ka koi paisa nahi” - Action
Models of advertising - DAGMAR Define Advertising Goals for Measurable Advertising Results
• Russell Colley (1961) developed a model for setting advertising objectives and measuring the results • Four levels of understanding for consumer
– – – – Awareness Comprehension Conviction Action
Step 1 - Awareness
Further steps in DAGMAR
• Comprehension
– Beyond awareness – Knowledge – Specific knowledge about the product beyond mere salience – “whenever you see color think of us”
•
Conviction
– Be a part of customer’s belief – Make them your evangelists – Messages that demonstrate the products superiority over others
•
Action
– – – – Be on the favourable side of customers decision Encourage buying of the product Toll free numbers, email responders, personal selling Reduce barrier to respond
DAGMAR – What constitutes objectives?
• Concrete and Measurable
– Well defined checkpoints – Well defined measurement process and interpretation methodology
• • • •
Target Audience – specific Benchmark and degree of change sought Specified time period Written goals
Consumer Decision Making
• • • • • Models used to study human behaviour Consumer behaviour – The art of mapping a customer’s mind Help us understand possible impact of messages Helps us design Ad communication Classic principles of learning are roots of consumer behaviour approaches
Information Processing Model
• • • •
Exposure Perception Comprehension Agreement
• • • •
Retention Retrieval Decision-making Action
doc_774758710.ppt
consumer attitudes, DAGMAR, AIDA models (ELmo Lewis), consumer decision making and information processing model.
Advertising objectives
Agenda
• • • “Why am I advertising?” Consumer attitudes DAGMAR, AIDA models
Why advertise?
• Inform
• Remind
• Persuade
• • • • Corporate brand building Statutory announcement Product offers Goodwill gestures
AIDA Model – Elmo Lewis
• • •
Awareness/ Attention – attract the attention of the customer Interest – Demonstrate features, advantages, benefits Desire – Convince customers that the product fits in their lives and invoke desire to purchase Action – Lead customers towards purchase or desired action
•
The Railway vendor
• “Saheb zara ek min yahaan dhyaan dena” –
• • • • Attention Rhythmic sales pitch with a sharp voice – Attention +Interest Demonstration - Interest Demonstration + Advantages benefits at a low price – Desire “Only 20 Rs. Sir… try karne ka koi paisa nahi” - Action
Models of advertising - DAGMAR Define Advertising Goals for Measurable Advertising Results
• Russell Colley (1961) developed a model for setting advertising objectives and measuring the results • Four levels of understanding for consumer
– – – – Awareness Comprehension Conviction Action
Step 1 - Awareness
Further steps in DAGMAR
• Comprehension
– Beyond awareness – Knowledge – Specific knowledge about the product beyond mere salience – “whenever you see color think of us”
•
Conviction
– Be a part of customer’s belief – Make them your evangelists – Messages that demonstrate the products superiority over others
•
Action
– – – – Be on the favourable side of customers decision Encourage buying of the product Toll free numbers, email responders, personal selling Reduce barrier to respond
DAGMAR – What constitutes objectives?
• Concrete and Measurable
– Well defined checkpoints – Well defined measurement process and interpretation methodology
• • • •
Target Audience – specific Benchmark and degree of change sought Specified time period Written goals
Consumer Decision Making
• • • • • Models used to study human behaviour Consumer behaviour – The art of mapping a customer’s mind Help us understand possible impact of messages Helps us design Ad communication Classic principles of learning are roots of consumer behaviour approaches
Information Processing Model
• • • •
Exposure Perception Comprehension Agreement
• • • •
Retention Retrieval Decision-making Action
doc_774758710.ppt