Marketing Communications

Chapter 3 : Modelling for Marketing Communication

Evolution of Communication Models

Early Development Phase
Modern Development Phase
Challenges and Defence Period

Models of Marketing Communication

Black Box Model
AIDAS Model
Lavidge and Steiner Model
DAGMAR Model
Model by Joyce
Heightened Appreciation Model
The FCB Model.

Chapter Summary

In this chapter, a few famous models of marketing communication were discussed. The black box model based on stimulus response theory was described. The AIDAS model from the early development phase was explained in detail. The model assumes that a customer follows Attention – Interest – Desire – Action – Satisfaction sequence. The third model, Lavidge and Steiner, assumes that a customer goes through six stages before making a purchase.

The stages in sequential manner are:

Awareness – Knowledge – Liking – Preference – Conviction – Purchase. The DAGMAR model suggests the stages, Awareness – Comprehension – Conviction – Action. The Joyce model is based on the interrelations between advertising, purchasing and attitudes. The heightened appreciation model suggests that advertising strategy should be based on distinct and important attribute of the brand. The FCB model divides buying behaviour using two parameters: high involvement and low involvement versus thinking and feeling.

Next Chapter>>