Marketing Communications

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.