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Chapter 3

Modelling for Marketing Communication

Evolution of Communication Models  Early Development Phase : 1898 to 1960. AIDAS model was evolved. FCB model was evolved   . Modern Development Phase : 1961 to mid 1970s. Challenges & Defence : 1973 onwards. Lavidge & Steiner model and DAGMAR model were evolved.

Models of Marketing Communication AIDAS Model  Lavidge & Steiner/Hierarchy of Effects model  DAGMAR Model  Black Box Model  Model by Joyce  Heightened Appreciation Model  The FCB Model  .

AIDAS Model SATISFACTION ACTION DESIRE INTEREST ATTENTION .

Lavidge & Steiner Model AWARENESS KNOWLEDGE LIKING PURCHASE CONVICTION PREFERENCE .

DAGMAR Model (Defining Advertising goals for measured advertising results) ACTION CONVICTION COMPREHENSION AWARENESS .

Model By Joyce ADVERTISING PURCHASING ATTITUDES .

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 Changes Towards Brand has more frequent usage and enhanced image Heightened appreciation of the brand attribute in use .

INFORMATIVE Learn-Feel-Do Eg. AFFECTIVE Feel-Learn-Do Eg.The FCB Model (Foote. Perfume LOW INVOLVEMENT 3. HABIT FORMATION Do-Learn-Feel Eg. Greeting Card . House 2. Belding Model) THINKING FEELING HIGH INVOLVEMENT 1. Life Insurance.SELF SATISFACTION Do-Feel-Learn Eg. Cone. Insect Repellant 4.

Black Box Model External Factors • Economic & Geographic Factors • Cultural Factors •Social Factors •Personal Factors •Marketing Communication information • Decision making process • Information Processing • Opinions & Attitudes • Behavior Black Box Response .