communication models

1. Communication Models and
Advertising Research

2. AIDA Model
Awareness
Interest
Desire
Action

3. Hierarchy of Effects
Unaware
Aware
Comprehension
& Image
Attitude
Action

4. New Adopter Hierarchy
Awareness
Interest
Evaluation
Trial
Adoption

5. Lavidge and Steiner model
Awareness
Knowledge
Liking
Preference
Conviction
Action

6. 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

7. 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)

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

9. 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’

10. 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.

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

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

13. 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

14. Cognitive Response Model
CAs
CAs
SAs
SAs
Exposure

15. 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

16. 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