Advertising

Definition

Paid form of Communication. Intended to persuade audience Action is taken Upon goods, services and ideas

Models
A : Attention/Awareness (SHOWS) I : Interest (CLICKS) D : Desire (CONTRACT) A : Action (PURCHASE)

Attention
Attract the attention of the customer.

INTEREST
Raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

DESIRE
convince customers that they want and desire the product or service and that it will satisfy their needs.

ACTION
Lead Customers to action (purchasing)

DAGMAR
Defining advertising goal and measuring advertising results. In 1976 Russell Colley developed this model. This

Conti
DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awarenessthe consumer must first be aware of a brand or company Comprehensionhe or she must have a comprehension of what the product is and its benefits; Convictionhe or she must arrive at the mental disposition or conviction to buys the brand; Actionfinally, he or she actually buy that product.

Awarness grid
Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected. Once the awareness has been created in the target audience, it should not be neglected. If there is neglect, the audience may become distracted by competing messages and the level of awareness of focus product or organization will decline. Awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time

Thinking----------------Feeling
Informative Learn-feel-do
High ----------Low Habit forming

Involm ent:

Affective Feel-learn-do Self-satisfaction

Do-learn-feel

Do-feel-learn

Maslow need theory

The Physiological Needs

Basic needs such as hunger, thirst, warmth, air, and so on. They may include various sensory pleasures as touch, hearing, tasting, smelling, under certain circumstances. If these needs are unsatisfied, all other needs may become nonexistent or be pushed into the background.

SAFETY NEEDS
These include such things as shelter from the elements, feeling secure from attack, freedom from disorder, fear and anxiety. Individuals being motivated at this level often seek out a protector, or stronger people on whom they depend.

Security needs
These needs concern the desire to affiliate with others, be accepted, and to belong. The lack of fulfillment of these needs is the most core cause of cases of maladjustment and many other psychological problems. Love needs involve both giving and receiving. Feeling accepted and wanted.

Esteem needs
These include such things as the need to achieve, feel competent, and gain approval and recognition. Recognition by others of competence and accomplishments. Satisfaction of these needs leads to feelings of self-confidence, worth, strength, and capability.

Self-actualization
The only reason that people would not move through the needs to selfactualization is because of the hindrances placed in their way by society. Example: Education is often a hindrance with imposed ideas of the culture. On the other hand respectful teaching promotes personal growth.

Advertising Culture
Not only an economic activity also a cultural exchange Spreads through commodity whereas culture makes value-added goods

Core content of advertising culture

Pepsi around world

target on young teenagers set "young, vigor, fashion" image music and sports slogans