Advertising models

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!

1. Advertising Models

2. 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

3. The AIDA Model
•Attention
–Get noticed.
•Interest
–What’s in it for me?
–Problem solving?
•Desire
–‘Want’ factor
–Brand
•Action
–How do I get it?

5. The DAGMAR Model
(Defining Advertising Goals for Measured Advertising Results)
also known as ‘Hierarchy of Effects’ model

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.

9. The DRIP Model
•Differentiate
–Be different from the competition
•Remind
–Who are we? What do we stand for?
•Inform
–What’s new? Features-Benefits
•Persuade
–Why is it right for you?

11. David Bernstein’s VIPS
checklist
To be effective, an advertising message should
be checked to see that it has the following
qualities:
VISIBILITY
IDENTITY
PROMISE
SINGLEMINDEDNESS

13. The DMP Model
(The Decision Making Process)

14. The DMP Model
(Decision Making Process)
1.Recognition of need
Remind or create perception of
need?
2.Define parameters of
need / solution
We’ve got just the solution
3.Search for information
Find out what we have to offer
4.Evaluation of
alternatives
Aren’t we better than the
competition?
5.Determining terms of
purchase
We’re great value for money
6.Purchase
It’s so easy to buy
7.Post-purchase
evaluation
You made the right decision!
8.Re-purchase?
You are our valued customer

16. The PLC Model
(The Product Life Cycle)

17. 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?

21. The Maslow Model
Maslow’s Hierarchy of Needs

23. MECCAS
Means-End Conceptualisation of Components for Advertising Strategy
or Means-End Chain Theory
Links product attributes to personally relevant values:
•Products Attributes / Features
•Consumer Benefits
•Leverage Points
•Memorable ‘hook’ which links benefits to
consumer
5.Personal Values
•What is relevant to this consumer
6.Executional Framework
•Scenario used to convey message

25. Pleasure
Fun
ExcitementEnhanced sexual
ability
Vitamins
Happiness
PleasureGood tasteIngredients
Wisdom
Comfortable lifeHealthy bonesCalcium
Wisdom
Self-RespectHealthyLow fat
ValuesBenefitsFeatures
Got Milk Means-End Chain

26. Conclusion
•No-one knows why some ads work and
others don’t
•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