LESSON 7: ADVERTISING EFFECTIVENESS Flashcards
● Effective when the Advertising produces consumers to understand their intended message
Advertising Effectiveness
What are the Effects of Advertising?
● AIDA - attention, interest, desire, and action
● Think/feel/Do
● Domains
AIDA was first expressed in 1900. By _____________
St. Elmo Lewis
○ Predictable of a series of steps
● AIDA
○ Hierarchy of effect model
● AIDA
○ Developed in the 1970s
● Think/feel/Do
○ The idea in this model is that advertising motivates people to think about the message, feel something about the brand, and then do something, such as try it or buy it.
● Think/feel/Do
strategic planning tool
○ FCB model
○ Advertising motivates people to think about the message
THINK
○ Feel something about the brand
FEEL
○ Do something
DO
Who created the Domain’s Model?
○ Moriarty
○ Solve a problem in linear steps
● Domains
○ Messages don’t have an impact on consumer responses simultaneously. True or False?
FALSE. Messages have an impact on consumer responses.
What are the Key Effects under Domains?
- Perception
- Learning
- Persuasion
