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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
Whats 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


(Doesnt 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
Whats new? Features-Benefits

Persuade
Why is it right for you?

David Bernsteins 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 need
Remind or create perception of
need?

2.Define parameters of
need / solution
Weve got just the solution

3.Search for information


Find out what we have to offer

4.Evaluation of
alternatives
Arent we better than the
competition?

5.Determining terms of
purchase
Were great value for money

6.Purchase
Its 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-Launch
Teaser campaign

2. Introduction
Launch campaign

3. Growth
Maximise sales

4. Maturity
Tactical campaigns

5. Decline / Withdrawal
Why advertise?

The Maslow Model


Maslows Hierarchy of Needs

MECCAS
Means-End Conceptualisation of Components for Advertising Strategy

or Means-End Chain Theory

Links product attributes to personally relevant values:

1. Products Attributes / Features


2. Consumer Benefits
3. 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

Got Milk Means-End Chain


Features
Low fat
Calcium
Ingredients

Vitamins

Benefits
Healthy

Values
Self-Respect
Wisdom
Healthy bones
Comfortable life
Wisdom
Good taste
Pleasure
Happiness
Enhanced sexual Excitement
ability
Fun
Pleasure

Conclusion
No-one knows why some ads work and
others dont
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