Communication Models and Advertising Research

AIDA Model Awareness Interest Desire Action

Hierarchy of Effects Unaware Aware Comprehension & Image Attitude Action

New Adopter Hierarchy Awareness Interest Evaluation Trial Adoption

Lavidge and Steiner model Awareness Knowledge Liking Preference Conviction Action

Research stream 1 Exposure, Salience, Familiarity – Zazonc Exposure – Preference is created by mere exposure Salience – ‘TOMA’ for mature brands. Reminder advertising for others Familiarity – Comfort, Security, Ownership, Intimacy – Perceptual Fluency Implications – High level of ad repetition – for low involvement products

Research stream 2 Low Involvement Learning- Krugman,Ray For normal products Cognitive Attitudinal Behavioural For L.I. products Cognitive Behavioural Attitudinal Implications – For L. I. products, greater awareness and branding is required to build preference (Wayne D. Hoyer)

Familiarity – Attitude Grid High Imported goods, Endorsement products Popular FMCG Big brands Attitude Recently launched products Paints, Lubricants, etc Low Low High Familiarity

Central vs Peripheral routes to processing Central processing Depth of information processing Rational and logical thinking High involvement Peripheral processing Holistic thinking Associating –ve or +ve cues from ads Cognitive ‘short-cuts’

Research stream 3 Elaboration Likelihood Model – Richard E. Petty and John T. Cacioppo Consumers are more likely to process centrally when motivation and ability to process is high. When either or both is low, peripheral processing is likely to take place.

Elaboration Likelihood Model to Attitude change Advertisement No Motivation to Process information Peripheral cue present Yes Ability to process information No Yes Peripheral route Central route

Factors that shape motivation and ability Ad medium Involvement or motivation (ad story) Knowledge level Comprehension Distraction Emotion Need for cognition

Research stream 4 The Cognitive Response Model Advertising exposure and processing leads to consumers forming SAs and CAs. These are the thoughts that go on in the consumer’s mind which are cognitive responses SAs change beliefs and attitudes CAs strengthens existing beliefs and attitudes

Cognitive Response Model CAs SAs SAs CAs Exposure

Implications of the CR model The objective of the advertiser would be to stimulates SAs and minimise CAs Therefore this is to be managed Repetitions. CAs rise and SAs fall with too much repetition. Therefore there is an optimal level beyond which advertising should not take place (ad wearout) Don’t expect to win over a hostile audience easily Strength of argument promotes SAs Emotion – Positive moods generates SAs

Research Stream 5 Recall and Persuasion – David W. Stewart and John G. Lynch Recall is a necessary but not a sufficient condition for persuasion For L.I. products, recall is necessary for comprehension and comprehension is necessary for persuasion For H. I. products, message content indicating superiority over competitive products and recall are both necessary