COMMUNICATION

MODELS
Most
advertisements
help
in
producing
psychological effects and can help in changing only
the mental states of audiences and predispose
them toward purchase of advertised product or
service.
Advertising is essentially a form of communication
and its basic responsibility is to deliver the desired
information to the targeted audience.

AIDA MODEL

DIFFERENT PHASES OF AIDA MODEL

Lavidge-Steiner Learning Model

The

Lavidge-Steiner
Learning Model

Purchase

people learn ads

Begins with Awareness
Moves to Conviction
and Purchase

Conviction

How

NOTE: Process may be

quite rapid and you
may try before being
totally convinced

Preference
Liking

Knowledge

Awareness

 A number of hierarchy models have been proposed. One version of

hierarchy model developed by Robert Lavidge and Gary Steiner Figure.
The social psychological theory and the model includes six stages.
Awareness, knowledge, liking, preference, conviction, and
purchase.
The next three stages, liking, preference and conviction represent the
affective component (feeling) of attitude, and the last stage in the model,
purchase, represents the conative or behavioural component of
attitude.
The distance between any two adjoining steps is not necessarily equal.
Consumers can move up several steps in one go. The consumer's level of
involvement in a particular product category influences her/his path
through the steps. In case of high involvement situations, consumers take
longer to go through the process. The research reveals that hierarchy
models do not apply to low involvement purchases because the
consumer's lack of interest in the product category may lead the
consumer to becoming aware after paying attention and make purchase.

Models of the Response Process

Source: 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONCLUSION
various examples of hierarchical response models that have
been developed through the years to depict the stages
consumers/customers go through as they learn about a
companys product or service and move to a stage of purchase
readiness or actual behavior. These four models include:
AIDA model developed to depict the stages in the personal
selling process
Hierarchy of effects model shows the process by which
advertising works
Innovation adoption model shows the stages a consumers
passes through in the process of adopting a new product
Information processing model a model of the process
through which a consumer must pass to be influenced by
advertising