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Exposure, Salience &

Familiarity
Exposure effect/Brand Salience OR
Top-of-mind awareness/Familiarity
[Vodafone]

IMC Module 4

How Advertising Works

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Low Involvement Learning


TV ads more effective for low risk and
low interest products.
Can defy the DAGMAR model.
A beverage
TVC

Involvement
is low

Repeat
exposure
Viewing

Trial

Attitudinal
change
IMC Module 4

How Advertising Works

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Elaboration Likelihood Model or


ELM
HI ad
LI ad

IMC Module 4

LI prod
HI prod

How Advertising Works

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Elaboration Likelihood Model or


ELM
Advertisement
No

Motivation to process info


Peripheral cue present

Yes

Ability to process info

No
Yes

Yes

Central route to attitude


change
IMC Module 4

Peripheral route to
attitude change
How Advertising Works

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Cognitive Response Model


Cognitive response
Counter argument [CA]
Support argument [SA]

IMC Module 4

How Advertising Works

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Recall & Persuasion


Low Involvement
High Involvement

IMC Module 4

How Advertising Works

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