An advertising model is the strategic use of an advertising medium, with the goal of reaching a specific target audience. An advertising medium is the type of media or vehicle the advertising is placed on.

1. Models of Advertising
Ms. Bushra Siddiqui
Assistant Professor
FIMT, New Delhi

2. AIDA
AIDA Model is the simplest model
of Advertising. It was presented by
Elmo Lewis in 1898 to explain how
personal selling works. It describes
the steps a customer goes through in
the process of purchasing a
product.

3. AIDA
 Advertisers follow AIDA formula, while designing and developing an
advertisement. The effectiveness of advertising depends upon to what extent
the advertising message is received and accepted by the target audience.
 Research has identified that an advertisement has to be effective. And
effective Ads should have AIDA pattern
(i) Attract Attention
(ii) Secure Interest
(iii) Build Desire for the product
(iv) Obtain Action.

4. Attention
• Most campaigns rely on a mix of Visual Stimuli Typography ,
Color, Layout , Size , Celebrity , model etc.
• Text is then employed to further grab attention, enticing the reader
to continue reading in search of more information.

5. Interest
 Raise customer interest by focusing on and demonstrating
advantages and benefits .
 Keep them engaged.
 Create a bond
 Being able to establish a need in the mind of a consumer is the
cornerstone of an effective ad campaign.
 A demonstration or illustration can help the recipients to further
identify with the problem and want to actively seek possible
solutions

6. Desire
 Desire is like a fire.
 Convince customers, that it will satisfy their needs. This is often
accomplished through the problem-solution technique.
 There are certain barriers- We have to convince them by giving
evidence, testimonials, endorsements, and facts and figures.

7. Action
 Lead customers towards taking action and/or purchasing.
• A call to action should be in every single ad, regardless of format.
Whether it is a special offer, a free gift or time limited discount.
• The last section of advertisement needs to contain a powerful call to
action.

9. DAGMAR Model
 The DAGMAR model was introduced by Russell Colley in a 1961.
 DAGMAR is a marketing model used to establish clear objectives
for an advertising campaign and measure its success.
 The model was entitled ‘Defining Advertising Goals for Measured
Advertising Results’‘DAGMAR’.

10. DAGMAR
The DAGMAR model defines the four steps of an
effective advertising campaign as causing
awareness, comprehension, conviction, and
action.
It stresses defining the segment of the market that
the campaign seeks to reach.
DAGMAR also requires an evaluation of the
campaign's success against a pre-set benchmark.

12. Features of DAGMAR
 Advertising objectives must be specific and measurable
communication task.
 Must specify the target audience.
 Must specify desirable change against which results can be
measured.
 Must specify a time period for achieving goals.

13. Awareness
 It is the initial stage that aware people about the Brand Product.
 It is a fundamental task of the campaign to aware its consumer
about the product.
 Awareness has to be created, developed, refined and maintained
according to the characteristics of the market and the scenario of
the organization at any given point of time.

14. Comprehension
 At this stage consumer understand the benefits of the
products.
 Example: In an attempt to persuade people to budge for a
new toothpaste brand, it may be necessary to compare the
product with other toothpaste brands, and provide an
additional usage benefit, such as more effective than other
toothpaste because it contains salt or that this particular
toothpaste is a vegetarian toothpaste, which will, in turn,
attract more customers.

15. Conviction
 Here customer evaluates the different products and plan to buy a
particular product. At this activity the job of Advertising is to
mould the audience beliefs and persuade them to buy their
product.
 Example: Thumbs up featured the incentive of social acceptance as
“grown up”. It implied that those who preferred other soft drinks
were kids.

16. Action
 Last step of any advertising to tale people at this stage so that they
can buy their product positively.

17. ACCA
1. Awareness: The Client Discovers the Product.
Before this Stage, the Client didn’t know that this product
existed.
2. Comprehension: In this Stage, the Customer Understands
the Product.
Its properties, price, main characteristics, etc.
3. Conviction: The Customer is Convinced by the Product.
Its characteristics meet all the desired requirements.

19. Thank you