Transcript ADVERTISING - SMS VARANASI: BLOG

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Advertising may be defined as the process
of buying sponsor-identified media space
or time in order to promote a product,
service or an idea.
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Advertising is any paid form of non-personal
presentation and promotion of ideas,
goods, or services by an identified sponsor.
Competitive
Comparative
Pioneering
Types of Communication/Advertising
Models: AIDA Model
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DAGMAR Model
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Hierarchy-Effect Model
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FCB Grid
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AIDA model is initiatory and simplest. AIDA model was
presented by Elmo Lewis to explain how personal selling
works. It shows a set of stair-step stages which describe the
process leading a potential customer to purchase. The
stages, Attention, Interest, Desire, and Action, form a linear
hierarchy. Exp:- Reliance Communication GSM Launch.
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Attention:- can elaborate by advertisement where Mukesh
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Interest:- is generated as the company spokesperson
Ambani spoke about the new project being introduced on
his father’s 70th birthday.
featured in the ad, as a representative of the company
image and also spoke about introducing a new technology –
GSM.
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Desire:- was created with various offers like free SMS,
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Action:- In the last stage people are moved to action in the
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It demonstrates that consumers must be aware of a product's
existence, Be interested enough to pay attention to the
product's features/benefits, and Have a desire to have
benefits from the product's offerings. Action, the fourth stage,
would come as a natural result of movement through the first
three stages.
40paise STD calls, 5Rs./day, Lifetime validity and various
coupons etc.
form of buying product/Service etc.
 Simplest Explain
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how Personal Selling works-
set of stair-step stages-
 Describe
the process leading a
potential customer to purchase-
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Russell Colley (1961) developed a model for setting
advertising objectives and measuring the results. This model
was entitled ‘Defining Advertising Goals for Measured
Advertising Results- DAGMAR.’
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DAGMAR model suggests that the ultimate objective of
advertising must carry a consumer through four levels of
understanding: from unawareness to Awareness—the
consumer must first be aware of a brand or company
Comprehension—he or she must have a comprehension of
what the product is and its benefits; Conviction—he or she
must arrive at the mental disposition or conviction to buys the
brand; Action—finally, he or she actually buy that product.
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Define advertising objectives and
measuring the results-
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unawareness to Awareness-
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Easy to Understand-
 Among
advertising theories, the
hierarchy-of-effects model is
predominant. It shows clear steps of
how advertising works
 Hierarchy of effects Model can be
explained with the help of a pyramid.
PURCHASE
CONVICTION
PREFERENCE
LIKING
KNOWLEDGE/COMPRIHENSION
AWARENESS
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Awareness:- If most of the target audience is unaware of
the object, the communicator’s task is to build awareness,
perhaps just name recognition, with simple messages
repeating the product name. Like:- Parle-G. G mane Genius.
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Knowledge:- The target market might have product
awareness but not know much more; hence this stage
involves creating brand knowledge. This is where
comprehension of the brand name and what it stands for
become important. Exp- Aircel Pocket Internet
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Liking:- If target market know the product, how do they feel
about it? If the audience looks unfavorably towards the
product so communicator has to find out why. Exp- India
Today- Send Suggestions to us
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Preference:- The target audience might like the product but
not prefer it to others. In this case, the communicator must try to
build consumer preference by promoting quality, value,
performance and other features.
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Conviction:- A target audience might prefer a particular
product but not develop a conviction about buying it. The
communicator’s job is to build conviction among the target
audience.
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Purchase:- Finally, some members of the target audience
might have conviction but not quite get around to making
the purchase. They may wait for more information or plan to
act later. The communicator must need these consumers to
take the final step, perhaps by offering the product at a low
price, offering a premium, or letting consumers tried out.
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Predominant-
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Clear steps of how advertising works-
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Easy to explain/understand-
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FCB grid,” is suggested by Dave Berger and
Richard Vaughn. This model combines high and
low involvement, and left and right brain
specialization. It shows a visually coherent matrix
which has four quadrants with two factors—high
and low involvement, and feeling and thinking.
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The communication response would certainly be
different for high versus low involvement products
and those which required mainly thinking (left
brain) and feeling (right brain) information
processing
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High Involvement:
Very important decision
Lot to lose if you choose the wrong brand
Decision requires lot
Low involvement :
Little to lose if you choose the wrong brand.
Decision requires little thought
Decision is not mainly logical or objective
Decision is not based mainly on functional facts
Low Feel or emotional approach
Decision does not express one’s personality
Decision is not based on looks, tastes, touch, smell, or sound (sensory
effects)
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Helps to analyze the awareness in target
audience-
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Helps to create, develop, refine or
sustain the awareness in the target
market.