UNIT 1 Topic 2
UNIT 1 Topic 2
UNIT 1 Topic 2
Advertising
AIDA, DAGMAR,
Maslow’s Hierarchy
Aviyukta Adlakha
AIDA
Attention, Interest, Desire, Action
Sometimes an
additional R
called Retention
is considered.
What is AIDA Model?
● To attract an audience, Netflix used outdoor advertising. It placed posters of some of the
most popular TV shows and web series like Friends, Money Heist, Narcos and others.
● It focused more on the teenagers and young people of India. They launched a 1-month free
trial scheme. This attracted so many users to use Netflix for the first time. When they
developed a taste in a month they obviously subscribed for the next and subsequent
months.
● Once, they managed to make a foothold, they launched a lot of content in different
languages, countries, genres to retain the customers.
● They also developed a personalized recommendation algorithm that suggested people
based on the content they have viewed. Multiple screening on devices like mobile, Smart TV,
computer and Tablet were also introduced.
DAGMAR Model
The DAGMAR method contains two goals. The first is to develop a communication task that
accomplishes those specific ACCA steps. The second is to make sure that the success of those
goals can be measured against a baseline.
Advantages of DAGMAR
According to Russell Colley, there are various advantages of well-founded objectives. These
are:
Thus, there were many coke vending machines installed in Australian institutions. Students brought
the coke bottle but were confused with the opening system. After realizing the twist, they reached out
to another classmate for help. With this process, they started making friends.
In this manner, the company hit its advertising objective of encouraging coke sales by creating bonds
between people. As a result, they were successful in achieving their campaign goals.
Maslow’s model of hierarchy
Developed in the 1940’s by a Jewish psychologist Abraham Maslow, Maslow’s pyramid has been used by
businesses across the world to understand Consumer Behaviour. The theory argues that a human being has a
series of needs, some of which have to be attended to at first and the others follow suit. Certain needs are more
pressing, they cannot be overlooked at any point of time. The other needs have been acquired overtime living in
the society.
Advantages of Maslow’s Hierarchy
1. This theory has a strong significance in the business world as it helps motivate
employees in the workplace.
2. The theory summarizes human needs that help interpret how a human reacts and
behaves before and after achieving each needs level.
3. The needs theory can help businesses focus their product or service advertising based
on specific human needs that their target market might have.
4. Since Maslow’s theory is direct and uncomplicated, it helps understand the motivations
and incentives behind human behavior.
5. Maslow’s Hierarchy of Needs summarizes human nature and how people are motivated
by basic and advanced levels of needs in their professional and personal lives.
Disadvantages of Maslow’s Hierarchy
1. Since needs are subjective, it is impossible to realize the actual level of need that
must be attained to move on to the next level.
2. All employees in an organization are governed differently. The same motivator
does not drive all employees, and this makes it difficult to satisfy all employees.
3. Maslow’s Hierarchy of Needs is not empirical since the satisfactory level cannot be
checked.
4. The model is Western, and hence, the cultural foundation does not make it a
universally accepted theory.
Physiological need : But Kudos, to the marketing minds who saw an opportunity to cater to a
physiological need for fresh air arising due to the increased pollution.OXY PURE oxygen bars.
Safety Needs: The need for financial safety arose from the increasing frauds happening all
around us. And Airtel hit just where it was needed. Second OTP by Airtel Pay.
Social Needs: Remember KFC’s ad for their Friendship Bucket. It’s a great example of how the
need for love and bonding is used to appeal to the customer.
Self Esteem Needs: This was a massively successful campaign by Dove in order to encourage
every woman to love themselves in their own skin. It drove the internet crazy and sales increased
from 2.5 Billion to 4 Billion in a period of 10 years.
Self Actualization Needs: Indian Army had rolled out an ad campaign some years back in order
to recruit more Indian youngsters. The punchline of the ad campaign goes something like this:
“Live a life less ordinary”