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In this essay I will be discussing how advertising works, which then I will choose a current advertising campaign and apply a theory that I think is most appropriate to an analysis of advertising in the 21st century. Communication is the process of dissemination of information to establish shared meaning between the sender and receiver (Yeshin 1997-98). So for a message to be effective it needs to be meaningful to its receiver. There are numerous hierarchies of effects models that explain how advertising works. Some of those models are AIDA model (1925), Lavidge & Steiner (1961), and DAGMAR - Colley (1961). The AIDA model (1925) consists of attention, interest, desire, and action. The Lavidge & Steiner (1961) model consists of Knowledge, Liking, Preference, Conviction, and Purchase. And the DAGMAR - Colley (1961) model consists of unawareness, awareness, comprehension, conviction, and action. I will also be looking at J.P. Jones (1990) and A.S.C. Erenberg (1999) who are in debate on whether advertising is a strong or weak force. J.P. Jones (1990) argues that advertising is a strong force and it’s shown through sales analysis that advertising has a direct and positive impact on sales. However, Ehrenberg (1999) argues that advertising does not work through influences and brand differentiation. How advertising works? This has been discussed for long times and it was mainly talked about the two groups which are strong and weak school of advertising. Strong school of advertising shows that advertising is strong enough to increase people’s knowledge and change people’s attitudes (Jobber 2013). The most referred model of how advertising works is the AIDA model (1925) this model is made up of four different stages that results to a... ... middle of paper ... ...ts that advertising is a much less powerful influence than the strong theory would suggest (Jobber 2010). In this model it’s initially about arousing some awareness and interests by giving out information which will lead a consumer towards the trail of the product/service and this is the second stage. After the trail of the product/service they will be encourage to for further purchase and that’s the reinforcement. Every time the consumer watches the advert they will get a nudge to make a purchase again and that the final stage of the ATRN model. The difference between this weak school of advertising model and the others in the strong school of advertising is that in the strong school they stay that it’s about convincing consumers in buying your product/service whereas, in the weak school it’s about reinforcement and reminding consumers about your product/service.

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