Advertising and Public Relations · M2 · read
Choose the right model for the question
Unit 2 · Advertising models
M2 notes pp6–10 · includes AIDA, DRIP, DAGMAR, Ehrenberg and Maslow
| Question asks… | Use… | What to show |
|---|---|---|
| Stages from noticing to response | AIDA | Four stages + one coherent advertisement |
| Four tasks of communication | DRIP | Four different functions |
| Measurable advertising goal | DAGMAR | ACCA + audience, baseline, change, time |
| Trial and repeat behaviour | Ehrenberg | Experience and reinforcement |
| Need or motivation behind an appeal | Maslow | Name the need and justify the link |
Practice question. Differentiate AIDA and DAGMAR. [3 practice marks]
Answer
| Basis | AIDA | DAGMAR |
|---|---|---|
| Focus | A persuasive response sequence | Measurable communication objectives |
| Main labels | Attention, Interest, Desire, Action | Awareness, Comprehension, Conviction, Action |
| Use | Develop a message and call to action | Specify and assess change in a target audience |