8/8/2019 ASP Models

1/14

Name of Institution

Amity Business School

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

8/8/2019 ASP Models

2/14

Name of Institution

Amity Business School

SEMIOTICS Eg.:LEVIS BY SEANDEE

Better understanding ofsymbolic meaning

Nature of meaning vsacquiring meaning

Brands as socialidentities

Components product,

an object, a symbol/textand an interpretant

Frame of reference/ Field

of experience

8/8/2019 ASP Models

3/14

Name of Institution

Amity Business School

Example:TIDE DETERGENT

LEVELS OF AGGREGATION In identifying Target Audience

Individual needs Salesperson

GroupInfluencers buyingcenter targeted

Market Niches PS & directmail

Market Segments broadermedia

Mass Market Audiences

8/8/2019 ASP Models

4/14

Name of Institution

Amity Business School

Example :RIN DISHWASHING BAR,

LIQUID, GEL

AIDA MODEL

CONSUMERATTENTION

PRODUCT INTEREST

STRONG DESIRE PURCHASE ASACTION

8/8/2019 ASP Models

5/14

Name of Institution

Amity Business School

HIERARCHY OF EFFECTS MODEL Robert Lavidge & Gary Steiner

For setting & measuring advertising

objectives

Sequential steps from initialawareness to actual purchase

Effect of advertising occur over aperiod of time

One step to be fulfilled to reach to the

next stage

8/8/2019 ASP Models

6/14

Name of Institution

Amity Business School

HIERARCHY

OF EFFECTSRESPONSEMODELDEPICTED

Eg. GarnierShampoo

8/8/2019 ASP Models

7/14

Name of InstitutionAmity Business School

FCB MODEL

8/8/2019 ASP Models

8/14

Name of InstitutionAmity Business School

INNOVATION ADOPTIONMODEL

Diffusion ofInnovation work

Stages consumer takes inadoption of new product /service

Awareness, interest,evaluation & trial precedes

Actual use then judgement

Adopt or Reject

AWARENESS

INTEREST

EVALUATION

TR

IA

LADOPTION

Example:

FreeTrialPacks

8/8/2019 ASP Models

9/14

Name of InstitutionAmity Business School

Example:ColgateLuxHead & ShouldersSaffola

INFORMATION PROCESSINGMODEL

William McGuire

Assumes receiver as information

processor

RESPONSE HIERARCHY series ofsteps in being persuaded

Receivers ability tor

etain thatcomprehended information that heaccepts valid & relevant for futurepurchase decision

Each stage can be MEASURED

PRESENTATIONATTENTION

COMPREHENSION

YIELDING

RETENTION

BEHAVIOUR

8/8/2019 ASP Models

10/14

Name of InstitutionAmity Business School

INFORMATIONPROCESSINGMODEL foruse inplanning andevaluating theeffects of apromotionalcampaign

EFFECTIVENESSTESTS

CIRCULATIONREACH

LISTENER,

VIEWER,READERRECOGNITION

RECALLCHECKLIST

BRANDATTITUDES,PURCHASEINTENT

RECALLOVERTIME

INVENTORY, P O PCONSUMERPANEL DATA

STEPS INPERSUATIONPROCESS

EXPOSURE,PRESENTATION

ATTENTION

COMPREHENSION

MESSAGEACCEPTANCE /

YIELDING

RETENTION

PURCHASEBEHAVIOUR

8/8/2019 ASP Models

11/14

Name of InstitutionAmity Business School

INVOLVEMENT MODEL

8/8/2019 ASP Models

12/14

8/8/2019 ASP Models

13/14

Name of InstitutionAmity Business School

Elaboration Likelihood Model of Persuasion

8/8/2019 ASP Models

14/14

Name of InstitutionAmity Business School

SUMMARY

BEHAVIOUR

CHOICE,CONSUMPTION,LOYALTY,HABIT,ETC

CONSUMER

COGNITION AFFECT EXPERIENCE

FILTERS

MOTIVATION, ABILITY (INVOLVEMENT)

ADVERTISING INPUT

MESSAGECONTENT,MEDIA SCHEDULING,REPETITION