MODELLING FOR

MARKETING
COMMUNICATION

BLACK BOX MODEL

(STIMULUS RESPONSE MODEL)

Attempts to study the effects of external factors

on buyer behavior.

Customers mind is an impregnable black box.

Only the I/P and O/P are measured

Effects of multiple advertisements are not

considered.

BLACK BOX MODEL

(STIMULUS RESPONSE MODEL

External
Factors
Economic and
Geographic F
Cultural F
Social F
Personal F
Marketing
Communication
Information

BLACK BOX

Information
Processing
Decision Making
Process

Response

Opinions and
Attitudes
Behavior

2. AIDAS MODEL
AIDA MODEL by ELMO LEWIS

Get the Consumer to

Create
St. ELMO LEWIS
(1900)

Attract

Maintain

INTEREST

ATTENTION

DESIRE

ACT

2. AIDAS MODEL
AIDAS MODEL by FREDRIC SHELDON
PERMANENT

SATISFACTION
ACTION

ARTHUR FREDRIC
SHELDON (1911)

DESIRE
INTEREST
Favorable

ATTENTION

Customers go through
all the five stages
sequentially

2. AIDAS MODEL
AIDAS MODEL by EDWARD K STRONG
EDWARD K
STRONG (1925)

Elaborated the
hierarchical model used in
personal selling for the
advertisement world.

Behavioral

SATISFACTION
ACTION

Affective

DESIRE
INTEREST

Cognitive

TTENTION

3. Lavidge & Steiner Model

Robert

J Lavidge & Gary A Steiner (1961)

Included PERSUASION as an important
factor
Considers LT effect of ads too

3. Lavidge & Steiner Model

(Learn-Feel-Do)

PURCHASE

Conative

CONVICTION
PREFERENCE

Affective
Cognitive

LIKING
KNOWLEDGE
AWARENESS

Hyundai plans to launch its brand Santro in

Indian market. Advertisement started in
Jun 1998. The communication strategy was
an important part of the launch strategy.
The advertising contract of Hyundai's
Santro was given to Saatchi and Saatchi
and Bollywood star Sahrukh Khan was
signed as a brand ambassador.

Lavidge & Steiner Model: Criticism by Kristan Palda

Doubts over the relationship between
the three psychological components
1. IT CANNOT BE PROVED THAT

PURCHASE
Conative

a).Change in awareness occurs only

before the actual purchase.
b).Attitude affects behavior in a
sequential basis

CONVICTION
PREFERENCE

Affective

2. Conviction is not a guarantee for

purchase

LIKING
KNOWLEDGE

Cognitive

AWARENESS

4. DAGMAR MODEL
BY RUSSEL H CONEY (1961)

Achievement of a hierarchy-of- communications objectives

leads to actual purchase.
Marketing Goals and Advertising Goals are Different.

ACTION
CONVICTION
COMPREHENSION
AWARENESS

Purchase is made
Emotional decision of
preferring one brand to other
Aware of Product features,
uses, brand name and logo
Aware of the product

DAGMAR MODEL
BY RUSSEL H CONEY (1961)

High Involvement L-F-D hierarchy.

Effectiveness of the Advertisement can be

measured in terms of its ability to move the
customer along the hierarchy.

Enables the marketer to define target market

for the commercial

5. MODEL BY T JOYCE (1991)

There is a continuous cycle of events in the THREE
areas and they affect each other

ADVERTISING

PURCHASING
Habit

ATTITUDES
Consistency

5. MODEL BY T JOYCE (1991)

r
de
em

n
io

e
rc
fo
in
re

in

ify

Arouse
Reinforce interest

t
ep
rc

od

PURCHASING

Pe

tte
A

io
t
n

e
tiv
lec
Se

ADVERTISING

ATTITUDES

Experience
Reduce Dissonance

Habit

Consistency

6. HEIGHTENED APPRECIATION MODEL

Identify an important attribute of the product
category. Advertisement should convey the link
between the BRAND and that attribute.

Pre campaign

Campaign

Post campaign

Advertising STRESSES
a specific aspect/ATTRIBUTE
of the Brand
Brand has
intermittent usage and
adequate image

Brand has
more frequent usage and
enhanced image

6. HEIGHTENED APPRECIATION MODEL

Pre campaign

Campaign

Post campaign

Advertising STRESSES
a specific aspect/ATTRIBUTE
of the Brand
Brand has
intermittent usage and
adequate image

Gradual Change
Towards
Heightened Appreciation
of the Brand attribute in use

Brand has
more frequent usage and
enhanced image

Clive Myrie-The first

international journalist on the
scene of the Mozambique
floods ,

7. FCB MODEL BY RICHARD VAUGHN

(1980)

Help identify advertising objective and design the campaign,

especially decisions on the type of message to create.
Integrates traditional theories and hierarchy models.
Divides ad strategy based on TWO dimensions

THINKING AND FEELING

High Involvement

Low Involvement

Thinking
INVOLVEMENT

Feeling

7. FCB MODEL BY RICHARD

VAUGHN (1980)
Thinking
High Involvement

Low Involvement

Feeling

7. FCB MODEL BY RICHARD

VAUGHN (1980)
Thinking

Feeling

High Involvement

Low Involvement

Life Insurance
House

Perfumes
Cosmetics
Jewelry

Household items
Insect repellant
Clothes
Pins

Cigarettes
Regular beer
Gum
Greeting Card

7. FCB MODEL BY RICHARD

VAUGHN (1980)
Thinking

Feeling

High Involvement
1. INFORMATIVE
Life Insurance
House

LEARN- FEEL-DO

3. HABIT FORMATION

Low Involvement

Household items
Insect repellant
Clothes
Pins

DO-LEARN-FEEL

2. AFFECTIVE
Perfumes
Cosmetics
Jewelry
Sports Goods

FEEL-LEARN- DO

4. SELFSATISFACTION
Cigarettes, Movies, Regular beer
Gum, Greeting Card

DO-FEEL-LEARN

7. FCB MODEL AND MESSAGE DECISIONS

Thinking

Feeling

High Involvement
1. INFORMATIVE

Demonstration
Specific Details
Facilitate attitude change

Low Involvement

3. HABIT FORMATION
Reminder types
Small print ads
SP programs

2. AFFECTIVE
Execution Oriented
Impact based
Emotion oriented

4. SELFSATISFACTION
Attention Gatherer
POP, Billboards,
Newspaper ads

Summary
Based on S- R theory
AIDAS

Customer Follows AIDAS

Lavidge &
Steiner

Customer goes through 6 stages in sequential

manner

DAGMAR

Awareness, Comprehension, Conviction and Action

Joyce

Advertising-Purchasing- Attitudes Interrelationship

Heightened Ad strategy should be based on distinct

Appreciation and important ATTRIBUTE of the Brand
FCB

Involvement Vs Thinking >>Feeling

Summary

MODERN DEVELOPMENT
PHASE
(1961-70)

EARLY DEVELOPMENT
PHASE
(1898-1960)

LOGIC & INTUTION

MARCOM
MODELS

AIDAS

CHALLENGES AND DEFENSE

(1973)

THREE ORDER MODEL

FCB MODEL

LAVIDGE AND STEINER

DAGMAR