Tutorial 3-Models of Advertising

Models of Advertising

According to Ronald Burman: "Advertisements do more than inform or persuade. Advertisements help to change the feelings and opinions of the customers with the help of Advertising and media we receive an enormous amount of silent information, how to act in relation to people property and ourselves. And that information is a barometer to social change.
The different models of advertising which are developed to explain how consumers may pass through various stages  in eliciting some behaviour are as follows:

1. Lavidge and Steiner Hierarchy-of-Effects Model
2. Exposure and Familiarity Model
3. Response Hierarchy Model
4. Low Involvement Learning Model
5. Cognitive Response Model
6. The Elaboration Likelihood Model (ELM)

 Lavidge and Steiner Hierarchy-of-Effects Model

Lavidge and Steiner Model

Advertising delivers relevant to the target audience and by changing mental stats, it can make people purchase the product. Various communication model implies that audience members pass through a series of sequential steps, leading to purchase of a product and service known as the hierarchy-of-effects model. The research reveals that hierarchy models do not apply to the involvement purchase.

Exposure and Familiarity Model

Familiarity Model

According to Ehrenberg and Tellis, Advertising mostly serves to reinforce brand preference rather than create brand preference in case of most mature brands. At some point, the competitive advertising is powerful, the reinforcing function is performed by high levels of reminder advertising with frequent repetition. It is often referred to as creating top-of-mind awareness or recall.

The repeated presentation can also lead to familiarity with the advertised brand and subsequently liking for it as the consumers are often inclined to evaluate known and familiar products are known to them. A feeling of uncertainty is associated with unknown products which create tension in consumers. But, a feeling of familiarity is soothing and is associated with comfort and security.

Response Hierarchy Model

Response Hierarchy Model

The AIDA model was developed by E.K. Strong in the year 1920, which suggests that an effective sale presentation should effective in gaining attention, interest, stimulate desire and precipitate action. Basically, Ads are proved to be really helpful if it takes this route as it takes the consumer all the way from awareness to purchase. This model, however, suggests the desirable qualities of an effective Ad.

Low Involvement Learning Model

Three-orders model of information processing proposed by Michel L Ray

Herbert E. Krugman an advertising manager with General Electric observed that commercials of T.V. cannot be stopped or slowed down as per the customer's convenience and hence they have little opportunity to think deeply about them. Thus he recognises that T.V. is basically a low-involvement medium and the audience's intuitional defences are low or even absent during commercials. Something about the brand, such as brand name, Ad slogan or the Ad theme. And when the consumer goes shopping this information suffices to trigger a purchase of the brand. Thus, it can be said that frequent repetition of an Ad on T.V. can give reliability to a product that can build brand preference.

Cognitive Response Model

When Ads change customer's attitude in high involvement situations, basically it is assumed that the consumers learn from advertising message and this change in attitude towards the brand is the result of learning. A research in the 1960s revealed that there is only a weak relationship between consumer's recall of message content and the attitude towards the advertised brand. The response hierarchy models fail to explain what causes the resulting reactions. Thus, researchers tried to understand the nature of cognitive reactions to advertising messages. As a result, it was determined the nature of thoughts that emerged in the heads of consumers when an ad was shown.

Cognitive Response Model

The main focus of this approach is to determine the types of responses stimulated by an advertising message and how these responses associate to attitudes towards the advertisements, brand and purchase intention. The three basic cognitive responses are-

1. Product/Message Thought

2. Source Related Thoughts

3. Ad Execution Related Thoughts

The Elaboration Likelihood Model(ELM)

The ELM model was developed by psychologists Richard E. Petty and John T. Cacioppo, they stated that the level of involvement determines the depth of the information processing and is a key factor in persuasion by influencing consumer attitudes. The consumer may intentionally and deliberately consider the information contained in an ad message in developing or changing the existing attitude towards the advertising brand. Here, the attitudes are formed or changed as a result of careful considerations, analysis, scrutiny of message arguments and integration of relevant information with regard to advertised product or service.

Basically, the consumer is highly involved in processing the advertisement. This information processing is called Central Route to Persuasion. Attitude changes, occurring as a result of central processing are relatively enduring and more resistant to subsequent efforts to change with to attitude object.

Related Tutorials of Advertising:

1. Tutorial 1- Advertising and Management
2. Tutorial 2- Roles of Advertising