Memo 6

1)    What kind of different Market Communication Models exist?

AIDA model St. Lewis 1900:

1) ATTENTION: To get the attention of the target customer.

2) INTEREST: To create interest in the product by giving product information(or special features) and how it can help satisfy the needs and wants of the individual.

3) OUTCOME: Whether the potential buyer develops a favourable or unfavourable opinionabout the product.

4) DESIRE: Create a desire in the customer to possess the product.This is done by emphasizing the benefits of the product and how it will satisfy the needs and wants.

5) ACTION: Demand action from the customer i.e. convince them to make a purchase.A simple method to get action from the customer is to provide a toll free number or contact person for more information.

6) SATISFACTION: The customer is satisfied after the purchase.

DAGMAR model, Defining Advertising Goals for Measured Advertising Results',was proposed by Russell H.Coney in 1961.

1) AWARENESS:- In this stage the customer becomes aware of the product.

2) COMPREHENSION:- The customer is aware of the product characteristics and its uses.He is also familiar with the brand name and brand logo.

3) CONVICTION:-This stage refers to the emotional decision of preffering one brand to anothers.

4) ACTION:- In this stage the purchase is made.

The DAGMAR model assumes a high-involvment "learn-feel-do" hierarchy.As advertising and marketing goals are deemed distinct,advertising goals can be defined specifically tracked and measured.The long-term effects of the advertisement can also be studied.With the help of the DAGMAR model,the effectiveness of the advertisement can be measured in terms of its ability to move the customer along the hierarchy.The model enabled marketers to define the target market or audience for the commercial.

As the advertisement had to be based on the objectives,creative people involved in the process of designing tend to feel that their creativity was being stifled.The implementation of DAGMAR is also very costly,as extensive research is required for setting quantitative targets and measuring them.

(http://marketingcommunicationmodels.blogspot.fi/)

2)    When and Why to choose each Model? How it can impact different company sizes?

Using the AIDA model will help you ensure that any kind of writing, whose purpose is to get the reader to do something, is as effective as possible. First it must grab the target audience's attention, and engage their interest. Then it must build a desire for the product offering, before setting out how to take the action that the writer wants the audience to take.

(https://www.mindtools.com/pages/article/AIDA.htm)

AIDA is a theory which is used to sell a product or service.

DAGMAR is a tool which is useful to business when trying to build awareness of the products on offer. 

3)    How to measure marketing communications outcome?