Communication model in marketing discusses the flow of communication from sender to receiver

1. Models of
Marketing
Communication
Prepared By
Nijaz N

2. Marketing Communication
Models
AIDA
Model HEIGHTENED
APPRECIATION
Model
ADVERTISING
EXPOSURE Model
DAGMAR
Model
Model OF
JOYEE
LEVIDGE
AND
STEINER
Model
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3. AIDA
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• attract the attention of the customer.
A - Attention
(Awareness)
• raise customer interest by focusing on and
demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
I - Interest
• convince customers that they want and desire the
product or service and that it will satisfy their
needs.
D – Desire
• lead customers towards taking action and/or
purchasingA - Action

4. Defining Advertising Goals for Measured
Advertising Results (DAGMAR)
• Model proposed by Russel H. Colley in 1961.
• Suggests that the ultimate objective of advertising must carry a
consumer through four levels of understanding: from
unawareness to Awareness—
– the consumer must first be aware of a brand or company
– Comprehension - he or she must have a comprehension of what the
product is and its benefits;
– Conviction - he or she must arrive at the mental disposition or
conviction to buys the brand;
– Action—finally, he or she actually buy that product.
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