The first example of an advertising model is Maslow's hierarchy of needs, a pyramid of general life. It explains 5 topics within the pyramid, including psychological needs, safety needs, belongingness and love needs, esteem needs and actualization needs.
Aida Model (E. ST Elmo Lewis) -
A - Attention: This makes people think "what is that?"
I - Interest: People are then seen to think "This seems interesting"
D - Desire: People will at this stage feel they need this product.
A- Action: This is when people buy the product.
This model is showing how to follow steps for a successful ad, created by E. ST Elmo Lewis in the 1980's. The purpose of it is to gain attention, interest, desire and action, ending with someone buying the product.
An example I got from this was a Mini Cooper advertisement. The reason I see this to relate to the AIDA model is due to the following:
* Attention is given by the consumer when they see the colour red, this instantly makes people turn their heads as, Joe Hallock states with the colour theory, red is a dominant colour, attracting people due to how vibrant and powerful it is.
*Interest is shown towards the main car, this is because the advertisement makes you think it is a fast car due to it looking like the car is driving past its surroundings at a high speed pace. Interest is also shown because it shows someone exploring the countryside in this car.
*Desire is shown because people are attracted to fast, new cars. People want the newest type and so by this advert showing a red coloured, fast car, people are more likely to be drawn towards it.
DAGMAR Model (Russel H Colley, 1961)-
The DAGMAR model shows unawareness, awareness, comprehension, conviction and finally action when buying a product.
Defining
Advertising
Goals for
Measured
Advertising
Results
An example I got of this was the new film advertisement "SPLIT". The reason this relates to the DAGMAR model is due to the following:*Unaware comes from it being a new film that nobody knows about. To have this poster released excites people and makes them want to go and see it just due to them seeing that there's a new film being released very soon.
*Awareness is made by the poster. As soon as people begin to see it they realise that there's a new film for 2017, something to look forward to as well as something they want to go and see.
*Comprehension is shown because the consumer is benefitting by getting entertainment out of the film, as well as a time to have some time to themselves, family and friends. They will benefit because they will have then been one of the people to have seen this brand new film.
*Conviction is given because the graphics are simplistic, edging the consumer to want to go and see the film. Also, the poster isn't giving too much away meaning you're left wanting to go and find out about the man with "24 personalities."
*Action is shown because the consumer is left buying a ticket due to the build up to the film being good. They have shown an interest in wanting to see the film.
EHRENBERG Model - (Andrew Ehrenberg, 1997)
This model is showing awareness, trial, reinforcement and nudging, used within many beauty brands recently as well as supermarkets such as Tesco, ASDA or Sainsbury's, a clever model to try and get customers to buy their products.
An example I got was J'Adore from Dior's perfume brand. The reason I chose this was because it follows all the steps within the model as follows:*Awareness is made by the posters and adverts made which are everywhere for everyone to see, a constant reminder that people should be buying this perfume due to how luxurious it is and because they believe it's worth the price.
*Trial can relate to how they put some samples in magazines and also on shop fronts some workers sometimes ask you if you want to have some sprayed on your wrist in order to see what it smells like, therefore leaving people wanting to buy it due to it being a nice scent.
*Reinforcement can be shown by the fact Dior use the same model for every advertisement they do, Chanize Theron. This links to brand association because if you see her you instantly think of that same perfume, not only this people feel like they're more willing to buy it because she's the face of the perfume.
*Nudging is shown because you're constantly seeing it on posters, as well as getting several emails off of many companies saying there's a deal on this same perfume, so people then decide they really want it.
DRIP Model - (C Fill, 2000)
This model is showing how to differentiate, remind, inform and persuade, a common model used when advertising. This model is for companies claiming they're different from the rest, such as companies like Compare the Meerkat, with claims that they have better deals than their competitors.
Differentiate - Being different to competitors.
Remind - What the company stands for.
Inform - What's new about the company.
Persuade - Why it's right for you.
An example I found was from Compare the Meerkats.
This shows the different stages of a DRIP model:
*Differentiate is shown because it's a meerkat dressed in a suit, dressing gown and tie. This is different, a fun and quirky idea that makes people smile when they're watching it.
*Remind is shown when you get a free meerkat toy. This is representing them as a company, and people do sometimes switch to companies like this to get the free toy, so by them doing this they feel they'll get more customers coming to them.
*Inform is shown because it's showing on the advert that it's cheap car insurance, not just any sort of car insurance. People are mainly drawn to something when they see that it's not as expensive as what they're currently paying out for.
*Persuasion is shown due to it being cheap and again getting the free toy. It could be seen as giving out a gift in exchange for them to come to Compare the Meerkat.
No comments:
Post a Comment