Communication Models and

Advertising Research

Smita Sharma, ASPM

 The Communication Process

February 23, 2018

 AIDA Model

Awareness

Interest

Desire

Action

February 23, 2018

 AIDA Model of Promotion

Attention AIDA is a linear process:

You must capture attention
before you can develop
interest, interest must be
Interest developed before desire, etc.

Use the appropriate Desire

promotional tools:
Don’t try to do it all
with one ad!
February 23, 2018
Action
 AIDA Model of Promotion
• AIDA - Attention, Interest, Desire, Action
• A linear, sequential process based on a tripartite
approach to attitude, in which we believe that
cognition precedes affect, which precedes
behavior.
• AIDA is best applied to a promotional objective, not
to a single advertisement.

February 23, 2018

 AIDA Model of Promotion
Attention p 1:ttention
• The first step is to create awareness, then develop
basic cognitive beliefs about the product/service.
• Advertising, public relations, or personal selling can
all be used to accomplish this.
• What are the beliefs target market members
should have about your product? Is their existing
knowledge accurate?

February 23, 2018

 AIDA Model of Promotion
• Step Interest
• The second step is to create positive feelings toward
the product/service through first developing a liking
for the brand, then preference.
• Advertising is effective at developing liking, for
developing preference, other tools can play
important roles.

February 23, 2018

 AIDA Model of Promotion
• Step 3: Desi Desire reDettol wa
• This is the formation of a purchase intention: a
conviction by the consumer that this is the brand
they should buy.
• The issue here is to move someone from a
preference to an intention.
• Increase value in the buyer’s eyes
• Sales promotion and personal selling are particularly
useful here.

February 23, 2018

 AIDA Model of Promotion
• Step 4: Action
• Purchase intention is not a purchase.
• Need to stimulate the buyer to take action.
• Possibilities: Time sensitive offer, emphasis on
positive or negative reinforcement.
• You must get buyers to perceive that there is more
value to action than inaction (ratio of benefits to
costs)

February 23, 2018

 Hierarchy of Effects

Unaware

Aware

Comprehension
& Image

Attitude

Action
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 New Adopter Hierarchy

Awareness

Interest

Evaluation

Trial

Adoption
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 Lavidge and Steiner model

Awareness

Knowledge

Liking

Preference

Conviction

Action
February 23, 2018
 Think/Feel/Do Model

• THINK: Problem recognition

Information search
Evaluation

• FEEL: Attitudes
Liking
Preference
Conviction
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Satisfaction
 Think/Feel/Do Model

DO: Try
Buy
Other action response
Repurchase

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 FCB GRID

February 23, 2018

 Kim-Lord Grid
Effective involvement (feel)
Low High
• Car
Cognitive involvement (Think)
College •
• Shampoo
High

• Video camera

• •
Motor oil Skin lotion

• Greeting card •
Laundry detergent
Low

• Pizza

•
Paper towels • Bread

February 23, 2018

 RESEARCH STREAMS

February 23, 2018

 Research stream 1
Exposure, Salience, Familiarity – Zazonc
• Exposure – Preference is created by mere
exposure
• Salience – ‘TOMA’ for mature brands.
Reminder advertising
• Familiarity – Comfort, Security, Ownership,
Intimacy
• Implications – High level of ad repetition – for
low involvement products
February 23, 2018
 Research stream 2
Low Involvement Learning- Krugman, Ray
For normal products
Cognitive Attitudinal Behavioral
For L.I. products
Cognitive Behavioral Attitudinal
Implications – For L. I. products, greater
awareness and branding is required to build
preference (Wayne D. Hoyer)
February 23, 2018
 Research stream 3
Elaboration Likelihood Model – Richard E.
Petty and John T. Cacioppo

Consumers are more likely to process

centrally when motivation and ability to
process is high.
When either or both is low, peripheral
processing is likely to take place.
February 23, 2018
 Elaboration Likelihood Model

CENTRAL ROUTE

High involvement: Cognitive analysis of brand features

& benefits

PERIPHERAL ROUTE

Low Involvement: Emotional analysis of situation &

feelings

February 23, 2018

Elaboration Likelihood Model to Attitude
change

Advertisement

Motivation to Process No
information
Peripheral cue
present
Yes
Ability to No
process information
Yes

Peripheral
Central route
route
February 23, 2018
 Factors that shape motivation and ability

• Ad medium
• Involvement or motivation (ad story)
• Knowledge level
• Comprehension
• Emotion
• Need for cognition

February 23, 2018

 Research stream 4
Cognitive Response Model
Advertising exposure and processing leads to
consumers forming SAs(Support Arguments)
and CAs(Counter Arguments). These are the
thoughts that go on in the consumer’s mind
which are cognitive responses
• SAs change beliefs and attitudes
• CAs strengthens existing beliefs and attitudes

February 23, 2018

 Implications of the CR model
The objective of the advertiser would be to stimulate
SAs and minimize CAs.

• Repetitions. CAs rise and SAs fall with too much

repetition. Therefore there is an optimal level
beyond which advertising should not take place
(ad wear out)
• Don’t expect to win over a hostile audience easily
• Strength of argument promotes SAs
• Positive moods generates SAs

February 23, 2018

 Research Stream 5
Recall and Persuasion – David W. Stewart and
John G. Lynch
• Recall is a necessary but not a sufficient condition for
persuasion
• For L.I. products, recall is necessary for
comprehension and comprehension is necessary for
persuasion
• For H. I. products, message content indicating
superiority over competitive products and recall are
both necessary

February 23, 2018