There is detail about the two model:1 AIDA model 2 FCB model

1. SALE RESPONSIVE MODELS
SUBMITTED BY
YADAV AKSAHY
SHAIKH FARHAZ
SAPTE RATILAL

2. 1.AIDA MODEL
• WHAT IS AIDA?
The AIDA model is a model used in marketing
that describes the steps a customer goes through
in the process of purchasing a product. The AIDA
model stands for attention, interest, desire and
action. The AIDA model was developed by an
American businessman and has been in use since
the late 19th century. It has been reviewed and
modified multiple times over the years, both in
marketing and public relations.

3. .

4. The AIDA model is based on four individual stages that attract interested
parties who are deciding on a product or service.
1. Attract attention: The product must attract the consumer's attention.
This is done via the advertising materials. It is a type of “eyecatcher.”
Examples: a window designed in a striking way, a sensational YouTube
clip, or a themed newsletter, or a graphic on a landing page.
2. Maintain interest: In the first phase, the attention of the potential
customer is piqued; their interest in the product or service should be
aroused.
Example: detailed information on the product is presented, for example
the product description on a website.
3. Create desire: If interest in the product is aroused, it is the seller’s
task to persuade the customer that they want to own this product. In the
best-case scenario, the advertisement or the product itself creates the
desire to purchase.
4. Take action: As soon as the desire to buy is aroused, this must be
transferred into an action, that is, the purchase.

5. APPLICATION
• The AIDA model has now shaped the views on
marketing and sales strategies for over 100 years. The formula
can still be found in current standard marketing textbooks.
Beyond that, AIDA is also used in PR to plan and analyze the
effectiveness of PR campaigns, and still provides valuable
information for the analysis of advertising messages.
• The benefit of this simple formula can be found in its
simplicity and flexible application possibilities in areas other
than store-based or stationary sales. In e-commerce for
example, the effectiveness of the product presentation in an
online shop could be analyzed using the four aspects of the
AIDA formula.

6. AN EXAMPLE OF THE AIDA MODEL
• Here is a case study from our Marketing Models
Guide showing how an award-winning hairdressing
company, Francesco Group used the model to launch their
new salon.

7. 1. Awareness: Ran a PR campaign four months prior to launch,
promoting award, stylists, qualifications etc. and was reinforced through
a DM campaign to targeted customer groups.
2. Interest: Executed a direct mail campaign to offer a free consultation
or hair cut and finish. They used research to support that this would
work, as females are loyal if the offer is compelling.
3. Desire: Close to the opening of the new salon, they ran exclusive local
launch events which was advertised through local press and social media.
This created a local buzz for 'people wanting an invite' and excited to see
the new salon.
4. Action: Clear CTAS were positioned on the Facebook site (call to
reserve), the website (call to book) and local advertising (call in to
receive discount or the offer.
The case study didn't highlight Retention, though there are many ways to
increase loyalty around sign up to mailing lists or social platforms which
offer news about offers and events, discounts on product ranges,
discounts according to frequency of visit, etc.

8. 2.FCB MODEL
• The FCB grid was developed by Richard Vaughn. a
Senior Vice President of Foote, Cone and Belding
Advertising. It helps direct both our creative strategy
and our media strategy as it clarifies how consumers
approach the buying process for different products.
Notice that the process is driven by the TYPE OF
PRODUCT, so product analysis is our first step in the
4P’s and a C model.

9. .

10. The Grid helps us understand where a product stands in the mind of a consumer, by
estimating whether or not purchase requires a highly involved emotional decision or a
highly involved intellectual decision. With that information, we can devise four
advertising concepts about a single product that will influence different buyers.
Enter the X/Y axis, which spans from low involvement (clothing pins) to high
involvement (a sports car) and from a product that makes you think (insurance) to a
product that makes you feel (food).
Quadrant 1
Decisions are based on highly involved thinking. Purchase requires information first,
which leads to awareness and a considered buy. A DSLR purchase needs a lot of
analysis since there is high investment. There’s also emotion, which pushes the
purchase nearer to the rightmost feeling side of the chart, but it’s a thoughtful
purchase.
Health insurance stays on top of high involvement. Ironically it juts slightly more to the
rightmost feeling side of the chart because it’s more important (or costs more) than
the camera.

11. Quadrant 2
Decisions are based on highly involved feeling. Purchase requires reflection first, as
personal ego and self-esteem cajole us to buy. Skin softening soap is just at the
beginning of the feeling side of the grid.
Perfume blows it away, ending up on the far right of feeling. Fragrance evokes higher
feeling than a Hallmark card, and also requires higher involvement.
Quadrant 3
Decisions are based on lowly involved thinking. Purchase of practical goods based on
habit and routine behavior. We learn about the product only after taking it home and
not before. It’s the detergent we assess after the first wash.
Quadrant 4
Decisions are on lowly involvement. It’s the purchase of pleasure products led by quick
personal or peer-led satisfaction.
Their motto is: “Just do it.” Cookies are a low intellectual item, the less you think about
them, the more you want them.

12. The communication response would certainly be different for high versus low
involvement products and those which required mainly thinking (left brain) and feeling
(right brain) information processing. To define involvement and think / feel, eight
scales are used:
•High Involvement:
Very important decision
Lot to lose if you choose the wrong brand
Decision requires lot
•Low involvement :
Unimportant decision.
Little to lose if you choose the wrong brand.
Decision requires little thought
•Think or rational approach
Decision is / is not mainly logical or objective
Decision is / is not based mainly on functional facts
Feel or emotional approach
Decision is / is not based on a lot of feeling
Decision does / does not express one’s personality
Decision is / is not based on looks, tastes, touch, smell, or sound (sensory effects)