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Advertising Pres 5

The document discusses various models of consumer buying behavior and response to advertising, including traditional hierarchy models like AIDA, factors that influence consumer involvement, and alternative models based on involvement like the FCB Model, Cognitive Response Model, and Elaboration Likelihood Model. It also assigns analyzing examples of ads using the FCB Grid and locating ads that use central and peripheral routes to persuasion.

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47 views13 pages

Advertising Pres 5

The document discusses various models of consumer buying behavior and response to advertising, including traditional hierarchy models like AIDA, factors that influence consumer involvement, and alternative models based on involvement like the FCB Model, Cognitive Response Model, and Elaboration Likelihood Model. It also assigns analyzing examples of ads using the FCB Grid and locating ads that use central and peripheral routes to persuasion.

Uploaded by

imad
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Advertising

Mrs Gopika Kumar


Knowing the Target Audience-
Consumer
How Do They Buy

 Need gap identification


 Information search

 Alternatives evaluation

 Purchase

 Post purchase behavior


Process

Problem
Recognition

Information
Search

Evaluation of Alternatives

Purchase
Decision

Post Purchase
Behavior
Buying Behavior
High Involvement Low Involvement

Significant
Differences Complex Buying Variety Seeking
Between Brands Behavior Buying Behavior

Few Dissonance
Differences
Habitual Buying
Reducing
Between Brands Behavior
Buying Behavior
Traditional-
Response Hierarchy Models
Hierarchy of Innovation Innovation
AIDA Model Effects Model Adoption Model Processing Model
Attention Awareness Awareness Presentation
Cognitive Attention
Stage Comprehen-
Knowledge sion

Interest Liking Interest Yielding


Affective
Stage Preference
Desire
Conviction Evaluation Retention

Trial
Behavior Action
Stage Behavior
Purchase Adoption
Alternative-
Response Hierarchy Models
 Learning Model

 Dissonance Reducing Model

 Low Involvement Models


Concept of Involvement
Factors affecting consumers involvement levels
and how consumer responds to advertising, the
product and the actual purchase decision:
 Personal Factors (needs, values etc)
 Stimulus Factors (Different Media, TV, Radio,
Print)
 Situational Factors (Purchase or use occasion)
Alternative Models based on
the concept of Involvement
 Foote, Cone and Belding (FCB) Model

 Cognitive Response Model

 The Elaboration Likelihood Model (ELM)


F
C
B

M
o
d
e
l
Cognitive Response Model
Cognitive Response Attitude

Product/message
Brand attitudes
thoughts

Source-oriented
Exposure to
Thoughts Purchase Intention
Advertisement

Ad execution Attitude Towards


thoughts Advertisement
The Elaboration Likelihood Model
Assignment
 Locate the kinds of advertisements in FCB
Grid and verify the analysis .
 Locate ads concerning central and peripheral
routes to persuasion

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