Marketing communication models and approach .

1. MARKETING COMMUNICATION
By: Manish Semwal

2. AIDAS MODEL
This is one of the oldest and most popular models of marketing
communications. This hierarchical model was first proposed by St.
Elmo Lewis in 1900 for personal selling with stages: attract
attention, maintain interest, create desire and get the consumer to
act. In 1911,Arthur Fredrick Sheldon revised the model by
changing the first step to 'favourable attention' and adding a fifth
step ,'permanent satisfaction'. The revised model was called
AIDAS -

5. DAGMAR
Russel H. Colley (1961) pioneered an approach known by the
acronym DAGMAR – Defining Advertising Goals for Measured
Advertising Results, where to establish an explicit link between ad
goals and ad results, Colley distinguished 52 advertising goals that
might be used with respect to a single advertisement, a year’s
campaign for a product or a company’s entire advertising
philosophy.

6. DAGMAR
Concrete and measurable:
The communications task or objective should be a precise
statement of what appeal or message the advertiser wants
to communicate to the target audience. Furthermore the
specification should include a description of the
measurement procedure.
Target audience :
A key tenet to DAGMAR is that the target audience be
well defined. For example –if the goal was to increase
awareness, it is essential to know the target audience
precisely. The benchmark measure cannot be developed
without a specification of the target segment

7. DAGMAR
Benchmark and degree of change sought:
Another important part of setting objectives is having
benchmark measures to determine where the target
audience stands at the beginning of the campaign with
respect to various communication response variables such
as awareness, knowledge, attitudes, image, etc.
The objectives should also specify how much change or
movement is being sought such as increase in awareness
levels, creation of favorable attitudes or number of
consumers intending to purchase the brand, etc. a
benchmark is also a prerequisite to the ultimate
measurement of results, an essential part of any planning
program and DAGMAR in particular.

8. DAGMAR
Specified time period
A final characteristic of good objectives is the specification
of the time period during which the objective is to be
accomplished, e.g. 6months, 1 year etc. The time period
should be appropriate for the communication objective as
simple tasks such as increasing awareness levels can be
accomplished much faster than a complex goal such as
repositioning a brand.
All parties involved will understand that the results will be
available for evaluating the campaign, which could lead to
a contraction, expansion or change in the current effort.
With a time period specified a survey to generate a set if
measures can be planned and anticipated.

9. DAGMAR
Written Goal
Finally goals should be committed to paper. When
the goals are clearly written, basic shortcomings and
misunderstandings become exposed and it becomes
easy to determine whether the goal contains the
crucial aspects of the DAGMAR approach.

10. ISSUES WITH DAGMAR
Hierarchy of Effects
Model, DAGMAR attacks the basic hierarchy
model, which postulates a set of steps of
awareness, comprehension, and attitude leading
to action. The counterargument is that it is
possible that action may precede awareness.

11. ISSUES WITH DAGMAR
Restrictions on creativity :
DAGMAR is criticized on the grounds that creative flair is lost as
attention is continuously on the numbers game, such as focusing
on measures of recall, attitude change and awareness rather than
the looking for the big idea. Thus the creative personnel is held
more accountable under DAGMAR and this may inhibit some of
their work.

12. ISSUES WITH DAGMAR
Sales orientation:
Those who see sales as the only valid measure of effectiveness level
this criticism. The sole purpose of advertising is to generate sales.
So as the completion of communications tasks may not result in
purchases, the only, measure that needs to be undertaken is that of
sales.

13. LAVIDGE AND STEINER MODEL
In 1961 ,Robert J.Lavidge and Gary A. Steiner proposed a new
model for marketing communications, which used hierarchy of
effects but included persuasion as an important factor in the
model. This model considered the long-term effects of advertising
too. According to the Lavidge and Steiner Model*,a customer who
is totally unaware of the product goes through the following six
steps before making a purchase:

14. LAVIDGE AND STEINER MODEL

15. PROCESS OF ADVERTING:
Briefing - Advertising process starts with briefing - a
document confirming understanding between client and
advertising agency on - what product to advertise,
objective of advertising, time-frame of ad campaign,
strategies to reach the audience, and total estimated cost.
Market Research - After briefing market research will
done. Research include - comparison of advertiser's
product or service with competitor's product or service,
consumers' perception of their brand in comparison to
their competitors, study of competitors' advertising, and
response of consumers to competitors' advertising.

16. PROCESS OF ADVERTING:
Identify Target Audience - Next step is to identify target
audience. Using the market research, the advertising
agency will identify the target audience.
Media Selection - Using the research, the advertising
agency or the media agency will select the media that
should be used to reach the target audience in the most
cost effective way.
Ad Designing & Ad Creation - At this step the creative
people of advertising agency will convert the advertising
communication into words and pictures. The copywriter
will write the copy of advertising and the art director will
visually implement the copywriter's message. The
advertising agency may get the filming or taping done by
outside production companies.

17. PROCESS OF ADVERTING:
Decide Place & Time - This step is to decide
where and when the advertisement will be shown.
Traffic department within the advertising agency
will ensure that the commercials are ready on
time and all required legal approvals have been
granted.
Execution - Finally the advertisement will be
executed.
Performance Check - Once the advertisement is
executed, the media agency will check its
performance.

18. Thank you