Amity Business School

Name of Institution
ADVERTISING MODELS
 SEMIOTICS APPROACH
 LEVELS OF AGGREGATION APPROACH
 AIDA MODEL
 HIERARCHY OF EFFECTS MODEL
 INNOVATION ADOPTION MODEL
 INFORMATION PROCESSING MODEL
 INVOLVEMENT MODEL
 FCB MODEL
 COGNITIVE RESPONSE MODEL
 ELM MODEL
 Amity Business School
Name of Institution

• Better understanding of
symbolic meaning
SEMIOTICS –
Eg.:LEVI’S BY SEAN • Nature of meaning vs
DEE acquiring meaning
• Brands as social identities
• Components – product,
an object, a symbol/text
and an interpretant
• Frame of reference/ Field
of experience
 Amity Business School
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LEVELS OF AGGREGATION
 In identifying Target Audience
Example:
TIDE DETERGENT  Individual needs – Salesperson
 Group Influencers – buying
center targeted
 Market Niches – PS & direct
mail
 Market Segments – broader
media
 Mass Market Audiences
 Amity Business School
Name of Institution

AIDA MODEL
Example :
RIN DISH
WASHING BAR,  CONSUMER
LIQUID, GEL
ATTENTION
 PRODUCT INTEREST
 STRONG DESIRE
 PURCHASE AS
ACTION
 Amity Business School
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HIERARCHY OF EFFECTS MODEL

 Robert Lavidge & Gary Steiner
 For setting & measuring advertising
objectives
 Sequential steps from initial
awareness to actual purchase
 Effect of advertising occur over a period
of time
 One step to be fulfilled to reach to the
next stage
 Amity Business School
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HIERARCHY
OF EFFECTS
RESPONSE
MODEL
DEPICTED
Eg. Garnier
Shampoo
 Amity Business School
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FCB MODEL
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Example: INNOVATION ADOPTION

Free MODEL
Trial
Packs
 Diffusion of Innovation work
 Stages consumer takes in
AWARENESS
adoption of new product /
INTEREST
EVALUATION
service
TRIAL  Awareness, interest,
ADOPTION evaluation & trial precedes
 Actual use then judgement
 Adopt or Reject
 Amity Business School
Name of Institution

Example: INFORMATION PROCESSING

Colgate
Lux
MODEL
 William McGuire
Head & Shoulders
Saffola
 Assumes receiver as information
PRESENTATION processor
ATTENTION
COMPREHENSION RESPONSE HIERARCHY – series of

YIELDING steps in being persuaded
RETENTION
 Receiver’s ability to retain that
BEHAVIOUR
comprehended information that he
accepts valid & relevant – for future
purchase decision
 Each stage can be MEASURED
 Amity Business School
Name of Institution

INFORMATION
PROCESSING
MODEL for use in
planning and
evaluating the
effects of a
promotional
campaign
 Amity Business School
Name of Institution

INVOLVEMENT MODEL
 Amity Business School
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COGNITIVE RESPONSE MODEL

EXPOSURE TO ADVERTISEMENT

PRODUCT, SOURCE AD
MESSAGE ORIENTED EXECUTION
THOUGHTS THOUGHTS THOUGHTS
COGNITIVE RESPONSES

BRAND ATTITUDES
ATTITUDE TOWARDS
ADVERTISEMENT

PURCHASE INTENTION
Eg. GILI
 Amity Business School
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Elaboration Likelihood Model of Persuasion
 Amity Business School
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SUMMARY