A collection of some of the most widely used models which are supposed to explain how advertising works. But don't tell you how to do it!

1. Advertising Models

5. The DAGMAR Model ( D efining A dvertising G oals for M easured A dvertising R esults) also known as ‘Hierarchy of Effects’ model

7. Ehrenburg Model (1997) Awareness Trial Reinforcement Nudging Let the customer know you exist (Doesn’t have to be just advertising) Curiosity (rather than ‘persuasion’) could lead to trial of product. Provide reassurance in brand. (Role suitable for advertising) Remind – reinforce - repeat purchase.

11. David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: V ISIBILITY I DENTITY P ROMISE S INGLEMINDEDNESS

13. The DMP Model (The Decision Making Process)

16. The PLC Model (The Product Life Cycle)

21. The Maslow Model Maslow’s Hierarchy of Needs

25. Got Milk Means-End Chain Pleasure Fun Excitement Enhanced sexual ability Vitamins Happiness Pleasure Good taste Ingredients Wisdom Comfortable life Healthy bones Calcium Wisdom Self-Respect Healthy Low fat Values Benefits Features