UNIT 1 Topic 2

Models of
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?
The AIDA model describes the four stages a consumer goes

through before making a purchasing decision. The stages are
Attention, Interest, Desire, and Action (AIDA). During these
four stages, your content will ideally attract attention to your
brand, generate interest in your product or service, stimulate a
desire for it, and spur action to try or buy it.
Advantages of AIDA
1. The AIDA Model helps to retain the interest of the consumer on a particular product and influences
him to buy it. This model does not generate interest of the consumer but rather helps him retain his
interest.
2. The AIDA Model helps to create a desire for the product in the minds of people. It makes the product
look attractive and it highlights the importance of the product in people’s minds. Many brands hire
celebrities and popular influencers to create an impact on the minds of people.
3. The main objective of using an advertising technique is to sell the product. BY using the AIDA Model,
companies can sell more.
4. The ultimate impact of the AIDA Model is on the economy. Once the consumer purchases, the
money starts flowing in the economy. It boosts the economy and offers opportunities to people.
Limitation of AIDA
1. The overall market has changed. Therefore, it is best to say that this model has become quite
old now. With this model companies cannot deal with every possible market tactic.
2. The AIDA Model uses a very simple approach. It only focuses on four elements but in reality
there are many more elements. This model does not include customer satisfaction which is
the main aim of the companies in order to retain customers. So, many important elements are
missing.
3. This model completely ignores the importance of brand. Brand name is a key component as it
defines the reputation of the company.
Netflix : an example
Netflix is already a huge platform in many countries. But when it was launched in India, it faced
multiple problems. Number one was the audience in India. Indian people already have access to
free content like series, movies and videos.
● 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 model

was introduced by
Russell Colley in a
1961 report to the
Association of National
Advertisers and was
expanded upon in 1995
by Solomon Dutka.
What is DAGMAR?
The DAGMAR approach advocates a marketing strategy that guides the consumer through four
phases: awareness, comprehension, conviction, and action. That path has become known by
its acronym as the ACCA formula. The four steps of the campaign are as follows:
● Generating awareness of the brand among consumers

● Increasing comprehension of the product and its benefits
● Convincing consumers that they need the product
● Persuading consumers to buy it
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:
■ Be concrete and measurable

■ Have a well-defined target audience or market
■ Identify the benchmark and the degree of change
■ Specify a timeframe to accomplish the objective
Limitations of DAGMAR
● Lack of precise metrics: The DAGMAR model does not provide clear metrics that
can be used to measure the effectiveness of an advertising campaign. This can
make it difficult to determine whether or not the campaign was successful.
● Subjective interpretation: The DAGMAR model relies heavily on subjective
interpretation of the results. Therefore, the results may not always be reliable or
accurate.
● Limited scope: The DAGMAR model is limited in its scope and does not take into
account other factors that may influence the success of an advertising campaign,
such as the target audience or the brand’s overall marketing strategy.
● High costs: The DAGMAR model requires a lot of time and resources, which can
make it expensive to implement.
COCA COLA: An Example
In 2014, a soft drink company, Coca-Cola, devised a twist advertisement campaign to deliver a
beautiful message. They manufactured coke bottles that would open when two people twisted them.
Earlier, people were shy to make friends, but after this initiative, they had to talk with others to open
the bottle. Here, Coca-Cola targeted college students.
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”

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Models of

The AIDA model describes the four stages a consumer goes

The DAGMAR model

● Generating awareness of the brand among consumers

■ Be concrete and measurable

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