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How Advertising Works

1. Advertising is about communication. 2. To be effective, advertising must be based on, A precise definition of to whom we are trying to communicate A clear idea of what we need to communicate Some understanding of what effect we expect the communication to have A clear understanding of how the communication process works. 3. 4. 5. 6. 7. Direct response advertisings objective is to get people to place orders for what is on offer. For products, such as beer and ice cream, weather plays a significant part. The hierarchy of effects approach is related to what is often referred to as learning theory. Advertising is seen as a stimulus giving rise to a conditioned response. Advertising is only one factor in the total process of selling that led to the development of a series of advertising models. 8. Any piece of persuasive communication must carry its audience through a series of stages, each stage being dependent on the success of the previous step. 9. Daniel Starch in the early 1920s put forward the idea for effective advertising. Must be seen Must be read Must be believed Must be remembered Must be acted upon 10. AIDA model (Attention, Interest, Desire, Action) Commands Attention Leading to Interest in the product And thence to Desire to own or use the product And finally to Action (normally purchase or at least a step towards it, e.g. logging on-line for more information) 11. AIDA model is often used as a quick check on whether the advertisement looks right. 12. In 1969 Russell Colley published a book entitled Defining Advertising Goals for Measured Advertising Results (DAGMAR). 13. 4 levels of understanding were presented in DAGMAR.

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The prospect must first be aware of the existence of a brand or company He must have a comprehension of what the product is and what it will do for him He must arrive at a mental suspicion or conviction to but the product He must stir himself to action DAGMAR model enables the main purpose of a particular advertising campaign to be defined as, to increase awareness or to improve comprehension of the product. A great deal of advertising is intended not to generate new users and thus calling for action, but rather to persuade existing users not to change to a competitive product. The purpose of marketing communication is to help move a potential customer along a continuum from a state of ignorance towards a position of decision and action. We use a portfolio of marketing communication methods to take our potential customer from one end of the continuum to other. All models tend to assume a passive audience being influenced by advertising messages aimed at it. People deliberately and purposefully select the messages that are of interest to them and filter out those that are not.

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