Communication and Advertising Models: Understanding Attitudes and Effectiveness
TITLE
Describe communication and advertising models (changing attitudes and models of communication, AIDA model, hierarchy of effects model).
ESSAY
🚀 Describe Communication and Advertising Models
🚀 Changing Attitudes and Models of Communication
The changing attitudes and models of communication in advertising explain how messages are crafted to influence consumers' purchasing decisions.
💥 🌟Source🌟: This refers to where the message is coming from and how credible and trustworthy the source is perceived by the consumer. Factors influencing source credibility include expertise, attractiveness, similarity to the target audience, and gender.
💥 🌟Message🌟: The way information is presented in an advertisement plays a crucial role in its effectiveness. Depending on the familiarity of the product, advertisers may use one💥sided or two💥sided arguments. Repetition in messaging aids in recall.
💥 🌟Audience/Receiver🌟: Advertisements need to be tailored to the specific audience demographics, attitudes, and self💥esteem levels. Understanding the audience helps in crafting persuasive messages.
🚀 AIDA Model
The AIDA model is a behavioral model of advertising that outlines four key stages:
💥 🌟Attention🌟: Attracting the consumer's attention to the advertisement.
💥 🌟Interest🌟: Generating interest in the product and making viewers want to know more.
💥 🌟Desire🌟: Creating or intensifying the consumer's desire for the product.
💥 🌟Action🌟: Encouraging the consumer to take action, typically making a purchase.
🌟Updates to the AIDA model include the CAB model, TIREA scale, REAN model, NAITDASE, and DAGMAR, each providing additional insights into cognitive, affective, and behavioral aspects of advertising.🌟
🚀 Hierarchy of Effects Model
The hierarchy of effects model describes the sequential steps consumers go through before making a purchase decision:
💥 🌟Awareness🌟: Consumer becomes aware of the product through advertising.
💥 🌟Knowledge🌟: Consumer gains information about the product, varying in complexity based on the product type.
💥 🌟Liking🌟: Ensuring the consumer likes the product more than similar alternatives.
💥 🌟Preference🌟: Building a preference for the product over competitors.
💥 🌟Conviction🌟: Strengthening the desire to purchase, often through incentives like discounts.
💥 🌟Purchase🌟: Consumer takes the final step of buying the product.
By understanding and applying these models effectively, advertisers can create impactful communication strategies that resonate with target audiences and drive consumer behavior.
SUBJECT
PSYCHOLOGY
LEVEL
A level and AS level
NOTES
🌟Communication and Advertising Models🌟
🌟Changing attitudes and models of communication🌟
This model explains how advertisements attempt to change and influence consumers so they purchase their product.
💥 🌟Source🌟– where the message is coming from and how trustworthy and credible this source is to the consumer.
💥 It could be presented by an expert or by a celebrity. If a celebrity is used too many times they may lose their trustworthiness.
💥 If advertising something that could make a person more attractive then the attractiveness of the ‘source’ should be high.
💥 Someone similar to the target customers is more persuasive.
💥 Men are more credible than women.
💥 🌟Message🌟– how the information in the advertisement is presented to the consumer
💥 Two💥sided arguments are better when the product is familiar e.g. a comparison made to competition. One💥sided argument when the product is unfamiliar. Customers can view one💥sided argument as more truthful.
💥 There has to be care with the level of persuasiveness in the advert and it can lower sales if the advert seems to be trying too hard.
💥 Repetition is good and helps aid recall
💥 🌟Audience/receiver🌟– what type of consumers may purchase the product. The advertisement needs to be tailored to them.
💥 If it is young or old consumers.
💥 Do the customers all have a similar set of attitudes (difficult if customers all have different sets of attitudes)
💥 Women are easier to persuade than men.
💥 Difficult to change someone with very high/ very low self💥esteem and easier for moderate self💥esteem.
🌟AIDA Model🌟
Behavioural model of advertising. Four stages including:
💥 🌟Attention🌟(or awareness) – must attract the attention of the consumer.
💥 🌟Interest🌟– to make the advertisement get the viewers to want to know more about the product.
💥 🌟Desire🌟– to maintain or increase a feeling of need for the product.
💥 🌟Action🌟– for the consumer to go out and purchase the product.
🌟Updates🌟: CAB model (Cognition, Affect, and Behaviour); TIREA scale (Thought, Interest, Risk, Engagement and Action); REAN model (Reach, Engage, Activate and Nurture); NAITDASE (Need, Attention and Interest, Trust, Desire and Action of purchase); DAGMAR (Defining Advertising Goals for Measured Advertising Results)
🌟Hierarchy of Effects Model🌟
Six stages:
💥 🌟Awareness🌟– becomes aware of the product through advertising.
💥 🌟Knowledge🌟– Information about the product that the consumer needs to become aware of (simple for some products such as food and more complex for other products such as a car)
💥 🌟Liking🌟– Makes sure the consumer likes the product and also more than similar products.
💥 🌟Preference🌟– similar to liking. Likes the product more than the competition.
💥 🌟Conviction🌟– Strengthens desire to purchase (e.g. through a discount or free offer)
💥 🌟Purchase🌟– Go and buy the product.