Advertisement and its models

The evolution of advertisement dates back into the ancient times. Societies used symbols, and pictorial signs to attract their product users. Over centuries, these elements were used for promotion of products. Today’s modern environment, advertisements have become one of the major sources of communicational tool between the manufacturer and the user of the products. A company cannot make dream to be a well known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements (Hussainy et al., 2008).  Dunn et al. (1978) viewed advertising from its functional perspectives, hence they define it as a paid, non-personal communication through various media by business firms, non-profit organization, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience.Furthermore, when a consumer obtains relevant information about a product or service in advertising, he or she experiences satisfaction and has more tendency to try the product or service (Anderson and Renault, 2006; Holbrook and Batra, 1987; Lazarus, 1982; Olney et al., 1991; Schlinger, 1979;Stout and Leckenby, 1986). Morden (1991) is of the opinion that advertising is used to establish a basic awareness of the product or service in the mind of the potential customer and to build up knowledge about it . According to  Iljin (2000) and  Jokubauskas (2003)cited in  Norbutas et al (2008)  , it is verified by the investigate of psychologists that the awareness of advertising information is single-minded by a massive amount of characteristic. 

Additionally , with the cognitive aspects advertisements affects the consumer. The major aim of advertising is to impact on buying behaviour; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases (Romaniuk and Sharp, 2003). The principal aim of consumer behaviour analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behaviour, especially the economic, social and psychological aspects (Ayanwale et al., 2005).

Furthermore The main aim of advertisement is evoke the feeling . According to D. Jokubauskas (2007) cited in Norbutas et al(2008), the advertiser was successful in distinguishing products when ad evoke the feelings indirectly and also positive and negative ones , this also affect the consumer decision. Research has identified that an individual are  more interested in advertisement which is related to future interest . As a result, the adverts which are more related to customers interested tend to  be more successful(Čereška, 2004; Jokubauskas, 2007) cited in Norbutas et al(2008). In  Dolak’s (2007)  sated his (AIDA) sculpt of the advertising contains stages impact Attention , Interest , Desire along with Action ,The DAGMAR replica positioned Awareness, Comprehension, Conviction, Action (Keith, 2006) cited in Norbutas et al (2008). Those two modes indicates consumer impact when they see adverts.

Ø  Awareness

Ø  Interest

Ø  Desires

Ø  Actions

Figure 2.1 :AIDA model

AIDA was created by Strong in 1925 and is a behavioural model that has as purpose to make sure that an advertisement raise awareness, stimulate interest, and leads the customer to desire and eventually action (Hackley, 2005). The model is seen as a highly persuasive and is said to often unconsciously affect our thinking (Butterfield, 1997). With the AIDA model Strong suggests that for an advertisement to be effective it has to be one that: 1. Commands Attention 2. Leads to Interest in the product 3. And thence to Desire to own or use the product 4. and then finally leads to Action  (Mackay, 2005) For the advertisement to contribute to success it has to be designed so that the customer passes through all these four phases, with all being equally important. The model implies that advertising should inject memorable and believable messages that will make costumers triggered to act in a certain way (Brierley, 2002).Also it is important to attract and retain consumers’ attention so that the advertising is not forgotten rapidly and easily by consumers (Spotts et al., 1997).  The model may be seen by many as the strongest advertising theory, but has along with the others been criticised by different sections of the advertising community. They claim that there is no evidence that customers behave in this rational, linear way. They mean that mass media advertising in general fail to stimulate desire or action. The model ignores the role of context, environment and mediation in influencing the effectiveness of the advertisement. The advertising world has because of this lately turned into focus more on the two main behavioural responses: awareness and interest. They mean that all four phases are not equally important and to be successful the advertiser has to look further into the behavioural phases (Brierley, 2002). Another criticism that the model has met is that it represents only high-involvement purchases. According to AIDA customers always goes through this rational process when buying products, but many says that purchases more often are spontaneous (Hackley, 2005). In 1961 there were two new models published, the DAGMAR theory (Belch & Belch, 1995) and Lavidge and Steinerís hierarchy of effects model (Lavidge & Steiner, 1961). Lavidge & Steiner (1961) has with this model shown that the way that customer passes the different steps depends of the products. He says that depending on the price and complexity of the product, the customer may take the purchase into different levels of consideration. Furthermore, Colley argued that it is possible to pick the appropriate stage in the communication process and use it to define advertising objectives. Since its first publication, there have been numerous variations published, each was a variation of the hierarchy of effects model since they show several phases of communication, progressing from initial awareness up to the decision to make a purchase (Jones 1986). Lavidge and Steiner (1961) first suggested that consumers respond in terms of a hierarchy of effects, which is a sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action.

Awareness         Knowledge              Linking           Preference                 Conviction                Purchase

Figure 2.1:Lavidge and Steiner (1961) Hierarchy  of effects model.

 Such models present a learning process by which consumer’s progress through a series of predetermined functions to complete the buying process. These models assume that a purchase will only be made when all the steps in the hierarchy of effects have been completed. The model is dynamic in that each single step in the sequence depends upon the preceding step (Glowa, 2002). Hansen (1972) concludes “A major problem with this model is to identify all the single steps in the process, and it is questionable whether the assumption is valid that all consumers pass through all steps.” It is common practice to group these models into the standard AIDA hierarchical model as illustrated Figure 1 (Glowa, 2002).