How advertising may work

Prepared by Björn Vollbracht, Sebastian Lackmann, Fatih Simsekoglu, Oliver Smith

To communicate a message succesfully following criteria should be met:

  • Target the right audience
  • Gain attention
  • Understandable
  • Relevant
  • Acceptable

Effective Communication:

No single model capable to cover all requirements being essential in advertising.

Several views have occurred some more influential tools:

Sequential Models


AIDA:

  • Designed for personal selling process, stages a prospect must be taken through
  • Successive stages
  • Basic framework to explain persuasive advertising needs

Hierarchy of effects:

  • Extension(erweiterung) of progressive() stage(Stufen) approach
  • Advertising works effectively in this series of steps a prospect (erwartung, aussicht) must pass through
  • Succession(ablauf, abfolge, reihenfolge) unawareness (unbewusstsein)→ purchase
  • Advertising is assuming(annehmen)  not to induce(hervorrufen)  immediate behavioural response
  • there has to be a series of mental effects to occur(auftreten)  to fulfilment(erfüllung)  before the next stage can be taken on
Join now!

Information processing model:

  • appropiate view of receiver of advertising is an information processor or cognitive(erkenntnis, wahrnehmungs)  problem solver
  • similarities with other approaches subsume( zus.fassen)  the cognitive perspective
  • information processing includes stage of retention (zurückhaltung)
  • marcoms messages designed to provide information for prospective when purchase decision is in the future!

Difficulties with sequential models:

  • for long time sequential approach was accepted as model upon(an)  with advertising was to be developed
  • questions about what actually constitutes levels of awareness, comprehension and conviction
  • problem to determine(ermitteln) which stage the majority of ...

This is a preview of the whole essay