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Assignment 2 Advertising

Types of models in Advertising

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26 views

Assignment 2 Advertising

Types of models in Advertising

Uploaded by

sagarikasinha1028
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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ASSIGNMENT 2

MODELS OF ADVERTISING
1. AIDA MODEL:
AIDA stands for: Attention, Interest, Desire and Action
The AIDA model was developed by the American businessman, E. St. Elmo Lewis, in 1898.
It is a model used in marketing or advertising that describes the steps a customer goes through
in the process of purchasing a product. The AIDA model has been in use since the late 19th
century.

Attention
The product must Interest
attract the
In the first phase,
Desire
consumer's
attention. This is the attention of the If interest in the Action
done via the potential customer is product is aroused, it is
advertising piqued; their interest the seller’s task to
in the product or persuade the customer As soon as the
materials. It is a
service should be that they want to own desire to buy is
type of
this product. In the aroused, this must
“eyecatcher.” aroused.
best-case scenario, the be transferred into
advertisement or the an action, that is, the
product itself creates
the desire to purchase purchase.

To understand the AIDA Model I have taken an example of a Film:


Film Name: Teri Baaton Mein Aisa Uljha Jiya
Director: Amit Joshi, Aradhana Sah
Cast: Shahid Kapoor as Aryan Agnihotri
Kriti Sanon as SIFRA (Super Intelligent Female Robot Automation)
Production House: Maddock Films, Jio Studios
 1st Step: Attention

To grab the Attention of the Audience first the Teaser of the film is released.
In this film the teaser came in the form of the trending song Laal Peeli Akhiyaan
Link:
https://www.youtube.com/watch?v=_f7zlr3VYcs&pp=ygUTI2xhYWxwZWVsaWFu
a2hpeWFhbg%3D%3D
Also the Casts post on their social media handles to grab the attention of their million
followers.

This persuades the audience to watch their favourite Actor and Actress new Release

 2nd Step: Interest


The Audience starts taking more Interest when the film releases its official trailer.
This is where the interest grows between the audiences as they understands what the
story is about.

Link:
https://youtu.be/w_N6d4ec79c?si=pojxscWDFqbQS4dN
 3rd Step: Desire
The Desire to watch the film in the Audience is created if the audience connect to the film
and they find the movie interesting and unique.
Also, due to the fan base of Actor and Actress audience gets the desire to watch the film.
Also, the casts to go many Reality Shows to promote their film. While interacting with them
they tell about their movie and ask them to watch the film.

 4th Step: Action


As soon as the desire is aroused, the action i.e. to watch the film is put into task.
For the last step to be completed the first three steps are very important. Without Attention,
Interest and Desire no one will be eager to watch the film.
After the last step is completed the producer gets the desired results in the form of trending
songs, box office hit etc.
2. DAGMAR MODEL:
DAGMAR stands for defining advertising goals for measured advertising results.

The DAGMAR model was introduced by Russell Colley in a 1961 report to the Association
of National Advertisers and was expanded upon in 1995 by Solomon Dutka.

DAGMAR is a marketing model used to establish clear objectives for an advertising


campaign and measure its success.

The DAGMAR model defines the four steps of an effective advertising campaign as

Step 1: Awareness- Generating awareness of the brand among customers. (A)

Step 2: Comprehension- Increasing comprehension of the product and its benefit. (C)

Step 3: Conviction- Convincing consumers that they need the product. (C)

Step 4: Action- Persuading consumers to buy it. (A)

Brand Name- Coca Cola

Campaign Name- Share a Coke

About the Campaign:


Share a Coke is a multi-
national marketing
campaign of Coca-Cola. It DE
brands the traditional Coke logo,
replacing "Coca-Cola" from one
side of a bottle with the phrase
"Share a Coke with" followed by
a person's name.
Target Audience:

It was launched mainly for the Youth in Australia and other countries.

Objective of the Campaign:

 The 1st and primary goal was to increase the sales in Australia during the summer
period.
 The second objective was to reach out to younger millennial audience.

Through ACCA:

Attention/Awareness (A): Consumers are attracted to goods and services that


give them a personal experience. They consider personalization as a crucial aspect
of their daily routine.
During the campaign, Coca-Cola replaced its iconic logo on bottles and cans with
over 1,000 popular first names, allowing customers to share a Coke with their friends
and loved ones. In addition to first names, the campaign also included nicknames
and popular phrases like "BFF," "soulmate" and "better half."
This created an awareness among the audience.

Comprehension (C): By creating this campaign it can benefit audience in several


ways:
 Personalization and Emotional Connection
 Bringing the Brand Closer to Young Adults
 Global Impact and Creativity
 Memorable Experiences and Joyful Moments
Conviction (C): By featuring individual names on their bottles, Coca-Cola tapped
into a deep desire for personal recognition and connection. For a moment, the brand
shifts from being a global behemoth to a personal friend who "knows" you.
It makes the experience of buying a soda feel less like a transaction and more like a
personal interaction.

Action (A): Finally the campaign persuaded the audience and had a great result.
Results:
1. The campaign increased Coke's share of the category by 4% and increased
consumption by young adults by 7%.
2. The campaign received multiple awards at the Creative Effectiveness Lion Awards
at Cannes.
3. The campaign earned around 18.3 Lakhs media impressions.
4. The Facebook website saw traffic increased by 870% while the Facebook page, on
the other hand, grew by 39% in terms of fans.
5. The campaign created a positive image of Coca-Cola as a brand.

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