Publicidad

CHAPTER 2

Model 1:

SOURCE- MESSAGE- RECEIVER

3 basic elements of communication: first is the source of the message, which in this context is the advertiser. Second there is the message itself, designed to deliver specific information to the third part of the equation, the receiver. This model ignores other important factors needed to transmit the message to the receiver.

Model 2:SENDER-ENCODING-MESSAGE-MEDIA-DECODING-RECEIVER-RESPONSE-FEEDBACK-SENDER

This model introduces a number of new elements that helps understand better the nature of communications.
The message will need to be placed in some form of medium that the sender believes will be seen or heard by the receiver. (TV, newspaper, radio…etc.)
(White 1998- it is estimated that the average person is exposed toaround 1300 commercial messages in a normal day)
• NOISE- the inevitable consequence is that the advertisers message becomes confused with the other- General clutter of information within which the advertising message is placed and through which it must penetrate in order to achieve affective impact on the desired audience.
• DECODING- process is reliant upon the receiver understandingthe signs and symbols used by the advertiser.

Since before the beginning of the last century, many of the models designed to explain how advertising works have been based on identifying and describing the sequence of events which the consumer “goes through” following exposure to advertising. Each model attempts to describe the way in which is supposed to impact on the viewer and the hierarchy ofeffects that result.

AIDA model:

ATTENTION- KNOWLEDGE-PREFERENCE-CONVICTION-PURCHASE

Adopted as a model to explain the process of communications in advertising.
The FIRST task of any campaign is to gain the attention of the viewer or the reader. The attention phase is key to the process, since whatever follows will be little value if the attention of the audience has not been achieved.SECOND stage is the Propostion. Would be reasonable to assume that if the first requirement (attention) has been met, the second would follow on almost automatically. If the communication message has been properly constructed, this will be true.

THIRD stage is to create desire for the product or service being promoted. Take the form of “problem-solution” Advertisers will seek to positiontheir product as the answer to the problem previously identified. E.g. Soap powders, hair care…etc.

FOURTH and final stage of the AIDA model is the stimulation of some form of the response on the part of the audience – action- most advertisements have a specific call to action and many are linked with promotional offers designed to induce a purchase of the product or some other desired end result.This pattern simply suggests that people need to be aware of the brand before they can be interested in it and that they need to desire it before they can take action and buy it.

This model imputes 2 roles of advertising: informing people that the brand exists and the persuasive role- making people desire the product they have bought.

LAVIDGE AND STEINERS model:AWARENESS-KNOWLEDGE-LIKING-PREFERENCE-CONVICTION-PURCHASE

Receiver of the advertising message must pass through a series of distinct stages in a defined sequence in order to ensure a purchase of the product.
Starting point, like other models is that the consumer has to stimulated to become aware of the product. Message must be capable of breaking through to gain the receivers attention.

Second: the consumerneeds to be provided with specific information about the product, which improves the knowledge and understanding of the brand, which will then pass onto (thirdly) liking for the product or service.

Fourthly will be creating preference for the product. The task of advertising will be to create a separation between the product being advertised and others within the category.

Conviction: will be...