Professional Documents
Culture Documents
which seeks to transmit an effective message from the marketer to a group of individuals. Advertiser is the source who transmits the message which passes through an appropriate medium like TV, radio, magazine or internet etc. The message is decoded meaningfully Message is ultimately received by the target audience
message in symbolic form say an advertising copy called as encoding. The message is carried by media. The message is received by the receiver who shows a particular response. The response is communicated back to sender. Noice or barriers to communication process
It must be understood
It must stimulate the needs of the receiver
AIDA Model
Developed by E.K. Strong (1920) An effective advertisement must be able to A attracting Attention I rousing Interest D building Desire A obtaining Action
Attention- Layout is the most important factor that directs attention to an advertisement. Typography and colors used in layout Celebrities in the advertisements Interest- Ad seen does not mean as read Headlines must provoke further reading Copy format is very important in interest creation Scientific copy or humorous copy?
Desire- It is a function of appeals used for motivation Buying motives: physiological as well as psychological Convincing by facts and figures and giving evidence Action- the logical end of the desire aroused is to buy the product
Hierarchy-of-effects model
Developed by Lavidge and Steiner. This model provides the basis for setting
advertising objectives and measuring the effectiveness. Awareness- understanding- LikingConviction- Purchase
consumer moves in adopting a new product. Awareness- Interest- Evaluation- Trial- action If the consumer is satisfied the product is adopted , otherwise rejected