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    Modeling in Advertising

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    Anita Sukhwal
    Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

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    Modeling in Advertising

    Uploaded by

    Anita Sukhwal
    15 views4 pages
    Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

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    DAGMAR approach

    Original Title

    Dagmar

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    Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    15 views4 pages

    Modeling in Advertising

    Uploaded by

    Anita Sukhwal
    Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 4

    Modeling in

    Advertising

    Communication theory tells that a Customer


    goes through various stages before making
    a actual purchase

    Types of Models
    Black box
    FCB Model

    AIDAS
    MODELS

    CONSUMER
    BEHAVIOUR
    heightened

    Model of
    Joyce
    DAGMAR

    Chapter 3
    1.

    Black Box Model

    EXTERNAL FACTORS

    Eco & Geographic


    Cultural
    Social
    Personal

    Modeling for Marketing


    Communication
    BLACK BOX
    INFO. PROCESSING
    Problem Identification
    Product Awareness
    Interest
    Intention

    RESPONSE
    Opinions
    Attitudes
    Behavior

    ACTION
    CONVICTION
    cadbury

    Defining
    COMPREHENSION
    AWARENESS

    DAGMAR
    Adv. Goals for Measured Adv.
    Results

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