Professional Documents
Culture Documents
Advertising Objectives
Sales
Objectives
Communications Objectives
Sales Objectives
Specific,
Direct-response
advertising
Retail advertising for special events, e.g.
, .
Advertising
Product Quality
Technology
The Economy
Promotion
SALES
Competition
Distribution
Price Policy
Communications Objectives
Designed
Pampers
Toyota
Ford
AIDA model
Innovation adoption model
Hierarchy of effects model
Information processing model
Knowledge Liking
Preference Conviction Purchase
A paradigm for setting and measuring
advertising objectives
Premise: advertising effects occur over a
period of time.
Adoption
The stages a consumer passes through in
adopting a new product or service
Attention Comprehension
Yielding Retention Behavior
Assume that the receiver in a persuasive
communication situation like advertising is an
information processor or problem solver.
McGuires model includes a stage not found in
the other models: retention, or the receivers
ability to retain that portion of the
comprehended information that he or she
accepts as valid of relevant.
Persuasion Process
Circulation
Circulation reach
reach
Exposure/presentation
Exposure/presentation
Listener,
Listener, reader,
reader,
viewer
viewer recognition
recognition
Attention
Attention
Recall,
Recall, checklists
checklists
Comprehension
Comprehension
Brand
Brand attitudes,
attitudes,
purchase
purchase intent
intent
Message
Message acceptance/
acceptance/
yielding
yielding
Recall
Recall over
over time
time
Retention
Retention
Inventory
Inventory
POP
consumer
POP consumer panel
panel
Scanner
Scanner data
data
Purchase
Purchase behavior
behavior
Examples of
Exposure/Presentation
AIDA
model
Hierarchy of
effects model
Innovation
adoption
Information
Processing
Attention
Awareness
Awareness
Presentation
Attention
Comprehension
Interest
Yielding
Evaluation
Retention
Cognitive
Knowledge
Interest
Affective
Desire
Linking
Preference
Conviction
Trial
Behavioral
Action
Purchase
Behavior
Adoption
It
High Perceived
Product
Differentiation
Low Perceived
Product
Differentiation
High Involvement
Low Involvement
Standard Learning
Model
Low-Involvement
Model
(CAB)
(CBA)
Dissonance/Attribute
Model
(BAC)
Significant Differences
Between Brands
Few Differences
Between Brands
High Involvement
Low Involvement
Complex buying
behavior
Variety-seeking
buying behavior
(CAB)
(CBA)
Dissonancereducing buying
behavior
Habitual buying
behavior
(CBA)
(BAC)
Theory of Cognitive
Dissonance
Think
In
Involvement Concept
Possibleresults
results
Possible
ofinvolvement
involvement
of
Antecedentsof
of
Antecedents
involvementderived
derived
involvement
fromthe
theliterature
literature
from
Personfactors
factors
Person
Needs
--Needs
Importance
--Importance
Interest
--Interest
Values
--Values
Objector
orstimulus
stimulusfactors
factors
Object
Differentiationof
of
--Differentiation
alternatives
alternatives
Sourceof
ofcommunication
communication
--Source
Contentof
of
Content
communication
communication
Situationalfactors
factors
Situational
-Purchase/use
-Purchase/use
-Occasion
-Occasion
Involvement
Involvement
Withadvertisements
advertisements
With
Withproducts
products
With
Withpurchase
purchasedecisions
decisions
With
Elicitationof
of
Elicitation
counterargumentsto
to
counterarguments
ads
ads
Effectivenessof
ofad
adto
to
Effectiveness
inducepurchase
purchase
induce
Relativeimportance
importanceof
of
Relative
theproduct
productclass
class
the
Perceiveddifferences
differences
Perceived
productattributes
attributes
ininproduct
Preferenceof
ofaa
Preference
particularkind
kind
particular
Influenceof
ofprice
priceon
on
Influence
brandchoice
choice
brand
Amountof
ofinformation
information
Amount
onsearch
search
on
Timespend
spend
Time
deliberatingalternatives
alternatives
deliberating
Typeof
ofdecision
decisionrule
rule
Type
usedininchoice
choice
used
Decision Rules
Compensatory
Noncompensatory
Decision Rules
Compensatory
Simple
Additive Rule
Weighted Additive Rule
Fishbein-Ajzen Model
Attribute
Memory
Capacity
Graphics
Capability
Size and
Weight
Price
10
10
Marketing Strategies
Case: Beaujolais ( )
South of Burgundy
Gamay Noir
Decision Rule
Noncompensatory
Attribute
Memory
Capacity
Graphics
Capability
Size and
Weight
Price
10
10
Think
What
70% Knowledge
e
ti v
40% Liking
Af
e
iv
ct
fe
25% Preference
20% Trial
e
tiv al)
na ior
Co av
eh
(B
5% Use