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Advertising models

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Steve Raybould
Steve Raybould

A collection of some of the most widely used models which are supposed to explain how advertising works. But don't tell you how to do it!

Business
1 of 26
Advertising Models
Objectives of this session ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The AIDA Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
The DAGMAR Model ( D efining A dvertising G oals for M easured A dvertising R esults) 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: V ISIBILITY I DENTITY P ROMISE S INGLEMINDEDNESS
 
The DMP Model (The Decision Making Process)
The DMP Model (Decision Making Process) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
The PLC Model (The Product Life Cycle)
The PLC Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
The Maslow Model Maslow’s Hierarchy of Needs
 
MECCAS M eans- E nd C onceptualisation of C omponents for A dvertising S trategy or Means-End Chain Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Got Milk Means-End Chain Pleasure Fun Excitement Enhanced sexual ability Vitamins Happiness Pleasure Good taste Ingredients Wisdom Comfortable life Healthy bones Calcium Wisdom Self-Respect Healthy Low fat Values Benefits Features
Conclusion ,[object Object],[object Object],[object Object]

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Advertising models

  • 2.
  • 3.
  • 4.  
  • 5. The DAGMAR Model ( D efining A dvertising G oals for M easured A dvertising R esults) also known as ‘Hierarchy of Effects’ model
  • 6.  
  • 7. 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.
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  • 11. David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: V ISIBILITY I DENTITY P ROMISE S INGLEMINDEDNESS
  • 12.  
  • 13. The DMP Model (The Decision Making Process)
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  • 16. The PLC Model (The Product Life Cycle)
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  • 18.  
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  • 20.  
  • 21. The Maslow Model Maslow’s Hierarchy of Needs
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  • 24.  
  • 25. Got Milk Means-End Chain Pleasure Fun Excitement Enhanced sexual ability Vitamins Happiness Pleasure Good taste Ingredients Wisdom Comfortable life Healthy bones Calcium Wisdom Self-Respect Healthy Low fat Values Benefits Features
  • 26.