Advertising Models Moneeba Iftikhar Print Ad communications Objectives

Advertising Models Moneeba Iftikhar Print. Ad communications

Objectives of this session • Are advertising models useful? Some possible ways of modelling advertising messages: 1. 2. 3. 4. 5. 6. DRIP VIPS DMP PLC Maslow MECCA or Means-End Chain

The DRIP Model • Differentiate – Be different from the competition • Remind – Who are we? What do we stand for? • Inform – What’s new? Features-Benefits • Persuade – Why is it right for you?

David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: VISIBILITY IDENTITY PROMISE SINGLEMINDEDNESS

The DMP Model (The Decision Making Process)

The DMP Model (Decision Making Process) 1. Recognition of need Remind or create perception of need? 2. Define parameters of need / solution We’ve got just the solution 3. Search for information Find out what we have to offer 4. Evaluation of alternatives Aren’t we better than the competition? 5. Determining terms of purchase We’re great value for money 6. Purchase It’s so easy to buy 7. Post-purchase evaluation You made the right decision! 8. Re-purchase? You are our valued customer

The PLC Model (The Product Life Cycle)

The PLC Model 1. Pre-Launch Teaser campaign 2. Introduction Launch campaign 3. Growth Maximise sales 4. Maturity Tactical campaigns 5. Decline / Withdrawal Why advertise?

The Maslow Model Maslow’s Hierarchy of Needs

MECCAS Means-End Conceptualisation of Components for Advertising Strategy or Means-End Chain Theory Links product attributes to personally relevant values: 1. Products Attributes / Features 2. Consumer Benefits 3. Leverage Points • Memorable ‘hook’ which links benefits to consumer • What is relevant to this consumer • Scenario used to convey message 4. Personal Values 5. Executional Framework

Got Milk Means-End Chain Features Low fat Calcium Ingredients Vitamins Benefits Healthy Values Self-Respect Wisdom Healthy bones Comfortable life Wisdom Good taste Pleasure Happiness Enhanced sexual Excitement ability Fun Pleasure

Conclusion • No-one knows why some ads work and others don’t • No-one can predict for sure which ads will work and which ones will not • Models should act a guide for structuring creativity – not a staightjacket