Planning & Strategy - Dr.Bhim Rao Ambedkar College

PLANNING & STRATEGY

ADVERTISING

UNIT 2

CASE – CITIZENS BANK

Company - Citizens Bank

Campaign - ‘Legendary Service’

Agency – Arnold Worldwide


In 2001, when Citizens Bank (New England, US),

announced its purchase of Mellon Bank (Pennsylvania,

US), it faced serious loss of customers.

Mellon Bank’s customers were highly dissatisfied with

its services and were more than willing to switch.

Citizens Bank had a good reputation for outstanding

customer service in its home market, although it hadn’t

reached the Mellon Market.

It was important to stabilize the vulnerable and

dissatisfied customer base along with demonstrating

superior customer service.


The Arnold agency restated the challenges as

objectives for new image building campaign for the

bank.

The objectives were-

1. Minimize customer attrition during acquisition

keeping it under 10%

2. Quickly build awareness through advertising

3. Reduce customer’s intention to leave the bank


Arnold agency’s strategy was to make Citizens Bank

brand so irresistible & different that customers

would be compelled to give the bank a try.

Citizens Bank new customer-centric philosophy-

Citizens Bank is “Not Your

Typical Bank.”

It’s a bank that believes in

quality customer service,

quick response and treating

customers with uniquely high

level of respect.


Stage 1: Advertisement with series of TV ads that re-

created true incidents of great service by Citizens

bankers.

It was done to build awareness and set

customer service high.

Stage 2 : Make the promise real and tangible. An

extensive promotion was planned on the opening day

for customers to experience ‘Legendary acts of customer

service’ with free transit rides, pastries, coffee, meter

feeders etc.

Stage 3: The bank also aired real experience customers

and employees on the opening day in evening news on

TV to reinforce their high standard of customer service.


Results

The non typical ad-campaign was highly successful in

taking Citizens and Mellon Bank customer through a

smooth transition.

During the 6 months period of merger, Mellon & Citizen

Banks’ customers experienced virtually no attrition

rather it enjoyed increase in deposits.

Awareness about the bank was created from 0 to 31% in

few weeks to 60% by opening day.

No. of customers likely to switch was cut to half (from 24%

to 12%) & it continued to drop.

STRATEGIC PLANNING

It is the process of determining objectives (what you

want to accomplish), deciding on strategies (how to

accomplish the objectives)and implementing the

tactics (which makes the plan come to life).

This process occurs within a specified time frame.

STRATEGIC PLANNING

Objective: It is the goal to be accomplished. It is

determined by the effects one wants to achieve.

Strategy: It is the means, the design, or the plan by

which the objective is accomplished- the advertising

message & media strategies.

Tactics: It is the way the ads and other marketing

communications efforts are executed- how they are

designed and what they say.

STRATEGIC PLANNING

Corporate

Plan

Corporate

Strategy

Corporate

Tactics

Functional

Level

Planning

Marketing Plan

Marketing

Strategy

Marketing

Tactics

Advertising

Plan

Advertising

Strategy

Advertising

Tactics

STRATEGIC PLANNING

Strategy Planning is a three-tiered process that

starts with a business plan, then moves to the

functional areas of the company such as marketing .

The marketing plan is developed that outlines the

objectives, strategies and tactics for all the areas of

marketing mix.

Both business & marketing plan contribute direction

to specific plans for specialist areas such as

advertising & other marketing communications.

BUSINESS PLAN

The objectives for planning at this level tend to

focus on maximizing profit & return on

investment (ROI).

Business Planning process starts with a business

mission statement & it supports the broad goals

and policies of the business unit.

MARKETING PLAN

It parallels the business strategic plan &

contains many of the same components like

➢ Identifying threats & opportunities

➢ Selection of target markets

➢ Developing strategies

➢ Designing action plans

➢ Executing plans

MARKETING PLAN

A situational analysis assesses the external and

internal environments that affects the marketing

operations,

It looks at company’s history, products, brands

and the competitive environment, consumer

trends and other marketplace trends that affect

the business.

The marketing plan focuses on increasing sales

level, market share, improving brand image or

other objectives related to other areas of

marketing mix.

ADVERTISING PLAN

It operates with the same concern for objectives,

strategies and tactics that are outlined for business

and marketing plans.

It can be an annual plan or a campaign plan

which is more tightly focused on solving a particular

marketing communication problem.

TYPICAL ADVERTISING OR IMC PLAN OUTLINE

Situational Analysis

Key strategic decisions

Media strategy

Message strategy

Other tools in IMC Plan

Evaluation of Effectiveness

SITUATIONAL ANALYSIS

It is backgrounding – researching and reviewing the

current state of business that is relevant to the brand

and gathering all relevant information.

It precedes the planning and focuses on research of

market, product, company and likely consumers.

Planners collect & analyze the information about the

company, the brand, competition, consumers in

general and brand’s customers specifically.


SWOT Analysis

It gathers information about the strengths,

weaknesses, opportunities and threats.

Strengths and weaknesses are internally focused;

opportunities and threats are externally focused.


Analysis of key problems and opportunities

Advertising can solve only message –related

problems such as image, attitude, perception,

knowledge or information.

It cannot solve other problems related to product, price

or place. However, a message can speak to the perception

people have.

For e.g. – It can answer why the price is high.

It can portray a product with limited distribution as

exclusive.

CASE- OLA SHARE

CASE-OLA SHARE

Ola launched a new ‘Share’ feature on its app that allows

its users in the city to share rides, making their travel

cheaper.

Ola revealed that most vehicles see only 33 per cent

utilization of capacities.

Ola share brings economy, convenience and comfort of

travelling with people in customers’ circles.

It also increases inventory utilization of vehicles on the

platform.

It contributes towards significant reduction of traffic,

congestion and pollution in cities.

22

CASE-OLA SHARE

Ola Share is a major step in the direction of

sustainable transportation, allowing Ola to serve

more people at a fraction of the cost, with driver-

partners benefiting from increased revenue.

A maximum of three people can share a cab together

via Ola Share. Driver-partners get an option to log

into the Share platform, getting instant access to

increased revenue of up to 50 per cent, through

continuous fulfillment of booking requests.23

CASE-OLA SHARE

Campaign- ‘Kya Farak Padta hai?’

Agency- Happy mcgarrybowen

CASE-OLA SHARE

Ola launched its latest, keeping the youth at the

epicenter of solving the pertinent issues faced by the

country.

Ola flagged off a year-long campaign

titled #FarakPadtaHai on

World Environment Day,

5th June 2017 to create awareness

around shared mobility in the country.

CASE-OLA SHARE

Senior Director Marketing, Ola

“At Ola, we are committed to building solutions that

are smart and sustainable for our cities. A solution

like Ola Share is poised to solve the growing issues of

traffic congestion and vehicular pollution and hence,

it is important for us to ensure that more and more

people are made aware of the benefits of shared

mobility and take that crucial first step in that

direction. Local innovations like Ola Share Pass will

propel such adoption.”

CASE-OLA SHARE

CEO, Happy mcgarrybowen

There's a certain perception that the youth of

this country are indifferent. In fact, the

euphemism 'Kya farak padta hai' has wrongly

come to define them. That is not true. On the

contrary, there is a rising consciousness on

issues that really matter. This film is in effect, a

statement by the youth that draws clear lines

on what does or doesn't concern them. Social

prejudices don't matter. Societal well-being

does. The environment, the congestion in our

cities, pollution, these are things that warrant

real interest. Ride sharing matters. And that's

the real spirit behind 'Farak Padta Hai.”

CASE-OLA SHARE

The campaign was launched on a social media

platform over the weekend by renowned cricketer-

turned-commentator, Virender Sehwag.

Ola Share has effectively reduced 12 million

kilograms of carbon dioxide and saved over 7 million

litres of fuel with the distance travel by cabs reduced

by 84 million kilometers, since its inception.

Ola Share has registered 500% growth in last one

year.

It has resulted in the expansion of the category from

7 to 26 cities in only 19 months.

Currently, Share Pass has already pre-sold 20

million+ Ola Share rides.

ADVERTISING OBJECTIVES

Advertising is a persuasive communication tool which

serves a specific purpose towards achievement of broader

marketing objectives.

Therefore, each specific activity has its activities

derived from broader objectives relating to

marketing & promotional activities.

E.g.- If marketing objectives require increase in market

share, then advertising has the objective to provide

information and knowledge about it to the target customers.


Advertising objectives are the end states or effects than

an advertising initiative attempts to generate among

the target audience.

The objectives are usually stated in broader terms to

reflect upon the overall purpose & specific in terms of

time & degree.

Objectives need to be specific, quantified and

benchmarked.


The requirements of measurable objective

✓ A specific effect that can be measured

✓ A time frame

✓ A baseline (where we are & where do we begin)

✓ The goal (a realistic estimate of the change the

campaign can create)

✓ Percentage change (subtract the baseline from the

goal, divide the difference by the baseline)

IMPORTANCE OF SETTING ADVERTISING OBJECTIVES

It provides criterion for planning the communication with

target audience.

It provides a starting point for overall advertising

planning. E.g. Choice of media, length of ads, choice of

message etc. all depend upon the advertising objectives.

Choice of celebrity endorser will also depend upon the

objectives the organization aims to achieve.

It acts as a communication & coordination device between

those who are responsible for planning and

implementation of tasks relating to media & message.

It provides synergy between media and message

strategies.

IMPORTANCE OF SETTING ADVERTISING OBJECTIVES

Objectives provide a vehicle by which the client, the

agency, account executive & creative team communicates

and coordinates the functions.

It serves as a basis for setting advertising budget/

expenditure for brand and serve as justification for a

huge budget.

It serves as a standard for performance & allow the

matching of advertising performance with standards.

It also serves as a basis for evaluating the effectiveness

of ad and advertising agency which is used for deciding

their compensation.

1.COMMUNICATION OBJECTIVES


Perception Objectives: Grab attention, create

awareness, stimulate interest, stimulate recognition

of the brand or the message, create brand reminder.

Emotion/Affective objectives: Touch emotions, cue

the psychological appeal, create brand message liking,

stimulate desire, brand loyalty.

Cognition Objectives: Deliver information, aid in

understanding features, brand differences, explain

how to do something, stimulate recall of brand image.


Association Objectives: Establish or cue the

brand personality or image, create links to symbol

and associations, connect to positive brand

experiences.

Persuasion Objectives: Simulate opinions or

attitudes formation, change or reinforce opinions or

attitude, present arguments or reasons, counter-

argue, create convince, create buzz

Behaviour objectives: Simulate trials, sample or

purchase, generate response like coupon use, visit

store, sign-up, call-in etc

COMMUNICATION OBJECTIVES

CASES

Advertisement

1. Mom be a girl again

(Amazon)

2. Happy Price combo

(McDonalds)

3.Ambuja Cement Khali ad

4. Flipkart

5. Zoo Zoo Ads

(Vodafone)

Objective

1.Emotional

2. Cognitive, perception

3. Perception, Association

4. Persuasion, Perception

5. Association

COMMUNICATION VARIABLES AS OBJECTIVES

Communication perspective holds that advertising leads

to desired behaviour through persuasion,

association or information about the product.

It provides information to learn about new products,

acquires improved brand knowledge & develop brand

interest.

Creates a favorable attitude through brand

associations to some situations, feelings, personality

etc.

COMMUNICATION BRIEF/CREATIVE BRIEF

The outcome of strategic research reaches agency’s

creative departments in the form of a strategy

document called Communication/creative brief.

It explains consumer insights & summaries the basic

strategy decisions.

It is an outline of the message strategy that guides the

work and helps keep their creative ideas strategically

sound.

COMMUNICATION BRIEF OUTLINE

Problem: What’s the problem communication can solve? (Establish position, reposition, increase loyalty, increase liking)

Target audience: Who do we want to speak to?(Brand loyals, heavy users, infrequent users, competitive users)

Brand Position: What are the important feature/competitive advantages/ relative position?

Brand Imperatives: Brand essence, brand personality & image. People use products but have a relationship with brand.


Communication Objectives: What do we want them

to do in response to our messages? (Perception,

knowledge, feelings, symbolic meanings, attitudes,

actions)

Consumer Insights: What motivates the target?

What are the major truths about target relationships

to the product category or brand?


The proposition or the selling idea: What is

the single-minded that communication will bring

to the life in a provocative way.

Support: What is the reason to believe the

proposition?

Creative Direction: How can you best

stimulate the desired response? How can be best

say that?

Media Imperatives: When & where should we

say that?

CASE- IMPERIAL BLUE (WHISKEY BRAND)

Imperial Blue, also known as Seagram's Imperial

Blue, is a brand of Indian whisky, owned

by Pernod Ricard, and launched in 1997.

It has targeted the male section of society

belonging to age-group 25-35 as its primary

customer.

CASE- IMPERIAL BLUE (WHISKEY BRAND)

Ad Campaign: Men will be Men

As advertising of beverages with alcoholic content is banned

in India, the brand has adopted the surrogate advertising

strategy.

Objectives

✓ Psychological appeal

✓ Brand awareness

✓ Grab attention

✓ Brand reminder

ISSUES IN OPERATIONALIZATION OF

COMMUNICATION OBJECTIVES

Difficulty in establishing adequate levels of various intervening variables to generate desired response.

Divergent views with regard to conceptualization & measurement of response.

Alternative information processing hierarchies which work in different communication situations.

Attitude measurement requires measurements of like-dislike feelings which can be measured as behaviour intentions or comprehension of brand attributes.

2. SALES OBJECTIVES

Advertising has its effect on the product sale & Sales can be stated as an advertising objective.

The ways to affect the product sales through advertising

✓ Changing non-users into users of the product

✓ Increasing total demand for the product

✓ Creating loyalty for the brand

✓ Discouraging brand switching

✓ Increasing usage rate for the product

✓ Rediscovering former users

✓ Increasing variety of users

✓ Attracting the users’ competitor’s brand

2. SALES OBJECTIVES

Advertising reminds the present customers of

various benefits and features of the brand on a

regular basis with a view to reduce the possibility

of switching product preference to other brands

in the market or to attract new customers.

Sales as advertising objectives provide economic

justification to huge advertising expenditure.

APPLICABILITY OF SALES OBJECTIVES

Product quality, technology, distribution, price,

competition, economic conditions are some of the

factors that have an impact on sales.

It is not appropriate to weigh the success or

failure of product in terms of sales solely on

advertising.

Also, ignoring sales as an objective of advertising

is also not appropriate.

APPLICABILITY OF SALES OBJECTIVES

Sales perspective to advertising objectives hold its

applicability in few market situations only.

Advertising helps in making the product accepted by the

target market.

E.g1. The direct action promotional activity which

involves the use of sales promotion tools like

announcements of discount sales etc. to boost the sales

immediately.

E.g. 2. Retail advertising which aims at increasing the

customers’ visit to the retail outlets.

E.g. 3. In case of products in their maturity stage in

PLC.

3.POSITIONING & REPOSITIONING OBJECTIVE

Changing perception of the product/brand.

Reposition the brand in the minds of consumers

when product is declining or has an unsatisfactory

image.

Giving a accurate brand perception.

Differentiation from competitors.

DAGMAR APPROACH

In 1961, a study recognized that communication effects

are the logical basis for advertising goals & objectives

against which success or failure could be measured.

The job of advertising is to communicate to a defined

audience, information and a frame of mind that

stimulates action.

DAGMAR APPROACH

Colley developed an approach called DAGMAR.

Designing Advertising Goals for Measured

Advertising Results

DAGMAR APPROACH

The DAGMAR method understands that potential

customers are all initially unaware of the

product's existence and focuses on leading

consumers smoothly through the audience's

cycle.

The ultimate goal is that the customer purchases the

product.

The company must identify the target market for the

product to make this method effective.

DAGMAR APPROACH

Target Market Identification

The target market is the group of potential customers

that has the highest likelihood of purchasing the

product.

Considerations can include identifying the target

market's gender, age and geographic location.

Additional thought may be given to the ideal consumer's

profession, economic class or technological preference.

DAGMAR APPROACH

It is based on the hierarchy-of-effects model of

consumer behaviour.

Accordingly, the change in consumers’ purchase

behaviour is casually related to changes in her

knowledge and attitude about the product and

it is hypothesized that consumers go through these

changes occurring in series of events.

✓ Awareness

✓ Comprehension

✓ Conviction

✓ Action

DA

GM

AR

AP

PR

OA

CH

DAGMAR APPROACH

✓ Awareness

It requires the company to make the product

known to the target consumers.

✓ Comprehension

It focuses on ensuring that the

consumers understand how the product

could function within their lives.

DAGMAR APPROACH

✓ Conviction

It requires consumers to become

convinced of their need for the product.

✓ Action

It involves motivating the consumer

into actually completing the purchase.

DAGMAR APPROACH

According to Colley, advertising goals are

✓ specific communication tasks

✓ to be accomplished among the defined audience

✓ to a given degree

✓ in a given period of time.

CHARACTERISTICS OF DAGMAR APPROACH

According to Colley, Communication task specified in

advertising objectives

✓ must be specific & concrete.

✓ Measurable

✓ Determined for a well-defined audience

✓ Have a defined degree by which consumer must be

changed by advertising campaign.

✓ Must have a time perspective

DAGMAR- ADVERTISING OBJECTIVE OF CREATING

AWARENESS

The existing awareness among the prospective customers

may be high or low. The involvement of the prospective

customers in the product may be high or low.

The involvement is said to be high when the amount

involved in acquiring the product/service is huge, the

purchase decision is less often and irreversible, and

the cost of making an incorrect decision is huge; eg.

automobiles, real estate.

The involvement is low when the amount involved in

acquiring the product/service is less, the purchase decision

is frequent, and decision making does not involve

much risk in terms of a wrong decision; eg. milk, bread.


AWARENESS


AWARENESS

High Awareness-High Involvement: The aim of

advertising must be to sustain the present level of

awareness.

High Awareness-Low Involvement: The aim of

advertising must be to refine the present level of

awareness.

Low Awareness-High Involvement: The aim of

advertising must be to build awareness rapidly.

Low Awareness-Low Involvement: The aim of

advertising must be to create association between

awareness about the product and the need for the

product.

DAGMAR- ADVERTISING OBJECTIVE OF COMPREHENSION

After the prospective customers are sufficiently aware,

the next stage is to make them comprehend or understand

the product.

The objective of advertising at this stage is to make them

understand the benefits, functions and utility of the

product advertised.

The advertisers can later decide on the type of appeal for

advertising the product, like, rational, emotional, price

appeal or any other type of appeal.

For example, The ad of Ganga mineral water has been

created using rational appeal that focuses on the feature

(purity) of the product (mineral water) of a specific brand

(Ganga); making the customers understand that the

mineral water.

DAGMAR- ADVERTISING OBJECTIVE OF CONVICTION

Once the customers understand the product and are able

to comprehend what the brand has to offer, the next step

for the advertiser is to persuade them to purchase the

product.

The objective of advertising at this stage is to create a

strong conviction among the prospective

customers to execute a buying behaviour.

This may be achieved by making them develop a strong

preference for the brand and a favourable mental

disposition or attitude for the product.

DAGMAR- ADVERTISING OBJECTIVE OF CONVICTION

E.g. Hero TV pleasure advertisement

The ad of Hero Honda – Pleasure created awareness

about the existence of a new product, highlighted specific

features for creating comprehension and included the

jingle ‘Why should boys have all the fun’ to create strong

conviction among the females to buy the product.

DAGMAR- ADVERTISING OBJECTIVE OF ACTION

The last stage is to get the customer buy the product.

The objective of advertising at this stage is to push the

prospective customer to act: the act of actually buying

or taking a trial of the product that finally closes on

product purchase.

This step is very important, as the ultimate objective of

advertising is to create sale even if the emphasis is

merely on communicating the message effectively.

DAGMAR- ADVERTISING OBJECTIVE OF ACTION

Examples

Use of toll free numbers by mobile service providers to

buy additional SIM card with a number similar to the

one being used, or for availing some additional facility

for their current number.

2. Direct mail sent by the company for some special

offer or a clearance sale.

3. Redemption coupons with the newspaper

advertisement that makes the customer to purchase

the product in order to get some benefit.

DAGMAR APPROACH

Setting of objectives according to DAGMAR approach not

only makes the objectives serve as benchmarks for

measuring the effectiveness of advertising, but also helps

the marketer and advertiser decide on the following:

➢ Advertising budget,

➢ Advertising message and appeal,

➢ Design of ad copy,

➢ Choice of advertising media, and

➢ Frequency of advertisement exposure.

Appropriate decisions with respect to the above dimensions

lead to better client-agency relationships on one hand and

create brand loyalty among customers on the other hand.

CHALLENGES TO DAGMAR APPROACH

1.Response Hierarchy:

One of the arguments against DAGMAR approach is its

association with basic response hierarchy model.

Consumers may not always follow the sequence of

communication effects as suggested under DAGMAR.

For example, in case of low involvement products, action

may precede attitude formation. Hence there can be other

alternative response models that have been completely

ignored by this approach.


2. Sales as objective:

An important argument against DAGMAR approach is the

neglect sales as objective completely.

DAGMAR approach emphasized only communication task

as the objective of advertising. As against this, some

experts hold the opinion that the only relevant measure of

advertising objectives is sales. If an ad cannot generate

sales, it is not useful.


3. Difficult to measure communication effect:

DAGMAR approach suggests setting of well-defined and

measurable advertising objectives and considers

communication task as the basic aim of advertising.

Setting the communication objective in a measurable form

is difficult.

Communication effect is difficult to measure and is

therefore difficult to be spelt out clearly while it is set.

Moreover, communication as an objective may be effective

in the short run due to its high recall value, in the long run

it becomes all the more difficult to measure as the

consumers might forget it.


4. Practicality and Cost aspect:

Another objection raised is about the set of difficulties

involved in the implementation of DAGMAR approach.

Colley suggested determining the number of prospective

consumers in the hierarchy of communication effects and

thereby recommended setting objectives suited to such

proportion of target audience at each level of hierarchy.

This is not an easy task and calls for extensive market

research that may not be feasible and affordable by small

firms.

THE FACETS MODEL OF EFFECTIVE

ADVERTISING

There are six effects,

and the categories of

effects are:

Perception (Perceive)

Cognition (Understanding)

Affective/Emotion (Feel)

Association (Connect)

Persuasion (Believe)

Behaviour (Act)

FACETS MODEL OF EFFECTIVE ADVERTISING

FACETS MODEL OF EFFECTIVE ADVERTISING

These 6 facets are polished surfaces like those of a

diamond that come together to make up a unique

consumer response to an advertising message.

These effects are holistic, leading to an integrated

perception.

An effective message, then has a diamond like quality

that represents how the message effects work together

to create the desired response.

FACETS MODEL:

1. PERCEPTION

The process by

which we receive

information

through our five

senses and assign

meaning to it.

1.Exposure

Being seen or heard.

Media planners try to

find the best way to

expose the target

audience to the

message.

IMC planners

consider all contacts a

consumer has with a

company or brand.

1. PERCEPTION:

2. Selection and

Attention

The ability to draw

attention, to bring

visibility.

One of advertising’s

greatest strengths.

3. Interest and

Relevance

Interest

The receiver of the

message has become

mentally engaged with

the ad and the

product.

Relevance

The message connects

on some personal

level.

1.PERCEPTION

4. Awareness

Results when an ad initially makes an impression.

Most evaluations of advertising effectiveness include a measure of awareness as an indicator of perception.

5. Recognition

Memory

Recognition

Recall

THE SUBLIMINAL ISSUE

It is a perception issue.

Subliminal effects are message cues given below

the threshold of perception.

Critics claim that advertising can manipulate

people subconsciously and cause them to buy

things they don’t want or need.

Professionals and educators believe there is no

real support for subliminal advertising

THE SUBLIMINAL ISSUE

BJP used subliminal advertising in one of it's

government scheme's ad film.

In the advertisement commercial a school girl is

seen going through the pages of a text book where

she runs her hands though the louts symbol which

is an electoral symbol of BJP.

To shape the public opinion of voters, political

parties often use subliminal programming to create

desired response from voters. In another such case,

BJP was accused of using subliminal marketing

where they opted to have lotus as logo for BRICS

India summit.

2.COGNITION

How consumers

respond to

information, learn,

and understand

something.

1.Needs

The cognitive impact

of an advertising

message

A cognitive ad

explains how a

product works and

what it can do for the

consumer.

2. COGNITION

2.Information

Facts about product

performance and

features.

Particularly

,important for

products that are

complex, have a high

price, or are high risk.

3. Cognitive Learning

When a presentation

of facts, information,

and explanations

leads to

understanding.

Used by consumers

who want to learn

everything about a

product before they

buy it.

2. COGNITION

4.Differentiation

Occurs when consumers understand the explanation of a competitive advantage.

A consumer has to understand the features of a brand and be able to compare competing products.

5.Recall

When the consumer remembers seeing the advertisements andremembers the copy points.

Ads use jingles, slogans, catchy headlines, intriguing visuals, and key visuals.

3.THE AFFECTIVE OR EMOTIONAL RESPONSE

Mirrors a person’s

feelings about

something

Stimulates

wants

Touches the

emotions

Creates feelings

1.Wants

Influenced more by

emotion or desire

Desire is based on

wishes, longings, and

cravings

2.Emotions

Agitates passions or

feelings

3. THE AFFECTIVE OR EMOTIONAL RESPONSE

3. Liking

Liking a brand or ad

is one of the best

predictors of consumer

behavior.

If a consumer likes

the ad, the positive

feeling will transfer to

the brand.

4.Resonance

Help the consumer

identify with the

brand on a personal

level.

Stronger than liking

because it involves an

element of self-

identification.

4.ASSOCIATION

The process of

making symbolic

connections

between a brand

and characteristics

that represent the

brand’s image and

personality

1. Symbolism

The brand stands for a

certain quality

A bond or relationship

is created based on

these meanings

2.Conditioned

Learning

The way association

implants an idea in a

consumer’s mind

4.ASSOCIATION

3.Brand

Transformation

A brand takes on

meaning when it is

transformed from a

product into

something special

Differentiated from

other products in the

category by virtue of

its image and identity

Brand Communication

1. Brand identity

2. Brand position

3. Brand personality

4. Brand image

5. Brand promise

6. Brand loyalty

5. PERSUASION

The conscious

intent on the part

of the source to

influence the

receiver of a

message to believe

or do something

1.Attitudes

Mental readiness to

react to a situation in

a given way

2.Arguments

Uses logic, reasons,

and proofs to make a

point and build

conviction

5. PERSUASION

3.Motivation

When something

prompts a person to

act in a certain way

Marketing

communications uses

incentives to

encourage response

4.Conviction/Preference

Conviction

Consumers believe

something to be true

Preference

An intention to try or buy

a product

Source credibility

5. PERSUASION

5.Loyalty

Measured both as an

attitude and by repeat

purchases.

Built on customer

satisfaction.

Involvement’s Role

The degree to which a

consumer is

engrossed in

attending to an ad or

making a product

decision

High involvement

Low involvement

6. BEHAVIOR

The action

response

Effectiveness is

measured in terms

of its ability to

motivate people to

do something

1.Try and Buy

Initiating action

through trial.

Trial is important

because it lets a

customer use the

product without

investing in its

purchase.

6.BEHAVIOR

2.Contact

Making contact with

the advertiser can be

an important sign of

effectiveness.

3.Prevention

Involves counter-

arguing by presenting

negative messages

about an unwanted

behavior.

AIDA MODEL

AIDA is the acronym of Attention, Interest, Desire,

Action.

This is the simplest model and perhaps the first one

of its kind, where an effort is made to describe the

way advertising affects or influences the prospective

customer.

This is based on the principle of sequential process or

stages of consumers’ action for purchase.

AIDA MODEL

AIDA MODEL

This has been an adaptation of the formulation: 'A

hierarchy-of-personal-selling-effects', (in 1898) by

Elmo Lewis.

The emphasis has been on understanding the

consumer's response to the advertisement endeavor.

It is important for the advertisers to comprehend and

predict the pattern of consumer's reactions in order to

set the objectives specifically and make effective

advertisements.

AIDA MODEL

Attention:

It states that the advertisement should be so catchy

and effective that it is able to grab the attention of

the potential customer.

If the advertiser or a marketer is able to seize

attention, the objective of creating awareness is

achieved.

AIDA MODEL

Interest:

Naturally the next step is to create interest for the

product or service in reference. Catching attention is not

enough.

It becomes useless if it is not followed by the development

of interest among the viewers. The reader or viewer must

become interested in going through the entire Ad and

getting interested in knowing more about the product.

Unless the interest in the product or service is created or

maintained by the advertisement, the marketer cannot

get the action in terms of sale.

AIDA MODEL

Desire:

If the advertisement has served the initial two purposes of seeking attention and raising interest, the next step for the advertiser is to create a desire for possessing the production the minds of prospective buyers.

The stronger the desire, the better are the chances of sales.

In order to achieve this, the features and benefits of the product or service need to be emphasized. One needs to demonstrate that the product or service would solve the consumer's problem or fulfill the need or want of the consumer.

AIDA MODEL

Action:

The marketer believes that the Ad is a waste of

investment and effort if it does not get converted into

sales.

Under the stage of action the potential customer is

persuaded to purchase. Such an act of persuasion

requires transforming a strong desire into sales, as it

may not happen automatically.

The persuasion in the advertisement must push the

desire in the consumer's mind to act. If the desire is

strong the chances are that it will turn into sales.

Planning & Strategy - Dr.Bhim Rao Ambedkar College

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