Communication Models and

Advertising Research
AIDA Model

Awareness

Interest

Desire

Action
Hierarchy of Effects

Unaware

Aware

Comprehension
& Image

Attitude

Action
New Adopter Hierarchy

Awareness

Interest

Evaluation

Trial

Adoption
Lavidge and Steiner model

Awareness

Knowledge

Liking

Preference

Conviction

Action
 Research stream 1
• Exposure, Salience, Familiarity – Zazonc
• Exposure – Preference is created by mere
exposure
• Salience – ‘TOMA’ for mature brands.
Reminder advertising for others
• Familiarity – Comfort, Security,
Ownership, Intimacy – Perceptual Fluency
• Implications – High level of ad repetition –
for low involvement products
 Research stream 2
• Low Involvement Learning- Krugman,Ray
For normal products
Cognitive Attitudinal Behavioural
For L.I. products
Cognitive Behavioural Attitudinal
Implications – For L. I. products, greater
awareness and branding is required to build
preference (Wayne D. Hoyer)
 Familiarity – Attitude Grid
High

Imported goods, Popular FMCG

Endorsement products Big brands
Attitude

Recently Paints,
launched Lubricants, etc
products

Low
Low High
Familiarity
 Central vs Peripheral routes to
processing
Central processing
• Depth of information processing
• Rational and logical thinking
• High involvement
Peripheral processing
• Holistic thinking
• Associating –ve or +ve cues from ads
• Cognitive ‘short-cuts’
 Research stream 3
Elaboration Likelihood Model – Richard E.
Petty and John T. Cacioppo

Consumers are more likely to process

centrally when motivation and ability to
process is high. When either or both is
low, peripheral processing is likely to take
place.
Elaboration Likelihood Model to
Attitude change

Advertisement

Motivation to No
Process
Peripheral cue
information
Yes present

Ability to No
process information
Yes

Peripheral
Central route
route
 Factors that shape motivation and
ability
• Ad medium
• Involvement or motivation (ad story)
• Knowledge level
• Comprehension
• Distraction
• Emotion
• Need for cognition
 Research stream 4
• The Cognitive Response Model
Advertising exposure and processing leads
to consumers forming SAs and CAs.
These are the thoughts that go on in the
consumer’s mind which are cognitive
responses
• SAs change beliefs and attitudes
• CAs strengthens existing beliefs and
attitudes
Cognitive Response Model

CAs
CAs
SAs

SAs

Exposure
 Implications of the CR model
The objective of the advertiser would be to stimulates SAs
and minimise CAs
Therefore this is to be managed
• Repetitions. CAs rise and SAs fall with too much
repetition. Therefore there is an optimal level beyond
which advertising should not take place (ad wearout)
• Don’t expect to win over a hostile audience easily
• Strength of argument promotes SAs
• Emotion – Positive moods generates SAs
 Research Stream 5
Recall and Persuasion – David W. Stewart and John
G. Lynch
• Recall is a necessary but not a sufficient condition
for persuasion
• For L.I. products, recall is necessary for
comprehension and comprehension is necessary
for persuasion
• For H. I. products, message content indicating
superiority over competitive products and recall
are both necessary