No.05 ~ Advertising Models | AIDA model | DAGMAR model | Hierarchy of effects model |

✅ Advertising Management Full Video Series ✅

   • Advertising Full Lecture Video Series  

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📕 Advertising Management PDF Book 📕

https://studentnotes.myinstamojo.com/...

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00:00 Starting
01:17 AIDA Model
07:47 Hierarchy Of Effects Model
13:17 Innovation adoption model
17:26 Information Processing Model
22:42 DAGMAR Model

👉 Introduction of AIDA Model

The AIDA model is a model used in marketing that defines the stages a customer goes through in the process of purchasing a product. The AIDA model is an abbreviation of attention, interest, desire, and action. It has been studied and transformed multiple times over the years, both in marketing and public relations.

👉 History of AIDA Model

American businessman "E. St. Elmo Lewis" introduced the AIDA model in 1898.
Lewis can be considered a pioneer when it comes to the use of scientific methods for designing advertising. He has shared his knowledge in written form and seminars at US universities. His AIDA model can be seen as an important legacy because the formula is still used more than 100 years


👉 AIDA Stands for..

1.) Attention
2.) Interest
3.) Desire
4.) Take action

👉🏾 Introduction of Hierarchy of Effects Model

The Hierarchy of Effects Model was developed in 1961 by Robert J Lavidge and Gary A Steiner. The concept is quite simple - the consumer is initially unaware of the brand – after some time they gain some awareness of the brand, then this awareness build into an understanding of the brand (attitudes and beliefs), and then customer finally take action and purchase the product.

👉🏾 Steps in The Hierarchy Of Effects Model

1.) Awareness
2.) Knowledge
3.) Liking
4.) Preference
5.) Conviction
6.) Purchase

👉 Introduction of Innovation Adoption Model

The Innovation Adoption Model Process includes 5 phases. This model shows the phases from which the customer goes to accept the innovation in product and service. The customer has to cross these 5 stages to adapt an innovative product.

Awareness, Interest, Evaluation, Trial, and Adopt.

👉🏾 Introduction of Information Processing Model

William McGuire developed IP Model which assumes that the advertising audiences are information processors and problem-solving. This model is like the other response hierarchy models that explain how a customer go through six phases to take the final decision of purchase.










1.) Presentation
2.) Attention
3.) Comprehension
4.) Yielding
5.) Retention
6.) Behavior