This document discusses several frameworks for understanding how advertising works, including: 1. AIDA - Attention, Interest, Desire, Action and frameworks like DAGMAR which view the effects of advertising on consumers as progressing through cognitive, affective, and conative stages. 2. The Hierarchy-of-Effects Model which sees awareness, knowledge, liking, preference, and conviction as stages consumers move through when being exposed to advertising. 3. Factors like involvement, central and peripheral processing, and message motivation that influence how consumers respond to and are persuaded by advertising.

5. Advertising Media Strategy
…how does advertising work?
3

8. • …to differentiate
• …to remind (or reassure)
• …to inform
• …to persuade
D
R
I
P

10. uses of advertising…

11. attitudetoward product was regarded as key
Percy and Elliott, 2011, De Pelsmaker et.al., 2010

12. Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
cognitive
affective
conative
AIDA
The Innovation-
Adoption Model
The Hierarchy-of-
Effects Model
DAGMAR
Colley, 1961 Lavidge and
Steiner, 1961
Lewis, 1898 Rogers, 1962

13. Communication effects in
relation to brand positioning

14. advertising frameworks…
involvement – advertising works by drawing
members of the audience into the advertisement.

15. strong and weak theories…
hence, it is only after trial that our attitudes are changed

16. consumers should be ‘nudged’ into buying brands more frequently

17. Message
Motivation
to process
Ability to
process
Opportunity
to process
Peripheral cue present
No processingPeripheral processing
Retain initial attitude
Temporary attitude
change
Central processing
Neutral
arguments
Support
arguments
Counter-
arguments
No attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
yes yes yes
yes no
nono no
Input for future processing

20. shock in advertising...

21. Exposure
Shock Advert
NormViolation
Surprise
Reaction
Attention
Comprehension
Elaboration
Retention
Behaviour