It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests
that there are six steps a consumer or a business buyer moves through when making a purchase. The steps
are:
1.
Awareness
2.
Knowledge
3.
Liking
4.
Preference
5.
Conviction
6.
Purchase
Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads the consumer to
a desired end state.
Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking those benefits with
personal values.
The political economy of advertisement is the theory that a few powerful groups, or knowledge monopolies,
control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of
communication, advertisement uses repeated verbal and visual images to develop and alter society. Over time,
these repeated images and symbols become associated with either positive or negative attributes and can
modify the publics evaluation of such cultural objects as people, religions, ethnic groups, and societal roles.
Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the
((political economy)) commonly correlate with current economic interests. [17]
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model
was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR.
DAGMAR model suggests that the ultimate objective of advertising must carry a
consumer through four levels of understanding: from unawareness to Awareness
the consumer must first be aware of a brand or company Comprehensionhe or
she must have a comprehension of what the product is and its benefits; Conviction
he or she must arrive at the mental disposition or conviction to buys the brand;
Actionfinally, he or she actually buy that product.
Awareness
Awareness of the existence of a product or organization is necessary before the
purchase behavior can be expected. Once the awareness has been created in the
target audience, it should not be neglected. If there is neglect, the audience may
become distracted by competing messages and the level of awareness of focus
product or organization will decline.
Awareness needs to be created, developed, refined or sustained, according to the
characteristics of the market and the particular situation facing an organization at
any one point of time.
Awareness grid
Involvement
High
In
HIGH
Low
Awareness
LOW
Build
quickly.
situations where:
Buyer experiences high involvement:
Is fully aware of a products existence, attention and awareness levels need only be
sustained and efforts need to be applied to other communication tasks.
sales promotion and personal selling are more effective at informing, persuading
and provoking consumption of a new car once advertising has created the
necessary levels of awareness.
The LG golden eye ads that are repeatedly shown inspite of high awareness to
ensure top of mind awareness and retain the existing awareness levels.
Where low levels of awareness are found, getting attention needs to be the prime
objective in order that awareness can be developed among the target audience.
Sahara Homes ad that features Amitabh Bachhan saying jaha base Bharat.
Awareness level is low, however it is a high involvement decision. Thus adequate
attention is required and awareness levels are raised with use of well-known and
trusted celebrities.
Buyer experiences low involvement:
If buyers have sufficient level of awareness, they will be quickly prompted into
purchase with little assistance of the other elements of the mix. Recognition and
brand image may be felt by some to be sufficient triggers to stimulate a response.
The requirement in such a situation would be to refine and strengthen the level of
awareness so that it provokes interest and stimulates greater involvement during
recall or recognition.
Parle G ad that talks about it being the largest seller Duniya ka sabse Zyada bikne
waala biscuit. Parle G as a brand already enjoys high levels of awareness and
requires low involvement decision, thus communication is mainly intended to refine
awareness.
If buyers have low level of awareness, the prime objective has to be to create
awareness of the focus product in association with the product class.
When coils were popular in use and then the different repellants entered the
market, awareness had to be created about their benefits and use.
Comprehension