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,
Endorsement products
Popular FMCG
Big brands
Attitude
Recently
launched
products
Paints,
Lubricants, etc
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 No
Motivation to
Process
information
Peripheral cue
present
Yes
Ability to
process information No
Yes
Peripheral
route
Central 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
SAs
SAs
CAs
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