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Consumer Behavior Models in Advertising

Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

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Anita Sukhwal
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9 views4 pages

Consumer Behavior Models in Advertising

Communication theory describes how customers progress through different stages before making a purchase, including problem identification, product awareness, interest, intention, opinions, attitudes, and behavior. There are several models that describe this consumer behavior process, including the black box model which treats the consumer as a "black box" that processes external factors and marketing information. Another model is AIDAS which outlines the stages of attention, interest, desire, and action. A third model is DAGMAR which sets advertising goals and measures the results in the stages of awareness, comprehension, conviction, and action.

Uploaded by

Anita Sukhwal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Modeling in

Advertising

Communication theory tells that a Customer


goes through various stages before making
a actual purchase

Types of Models
Black box
FCB Model

AIDAS
MODELS

CONSUMER
BEHAVIOUR
heightened

Model of
Joyce
DAGMAR

Chapter 3
1.

Black Box Model

EXTERNAL FACTORS

Eco & Geographic


Cultural
Social
Personal

Modeling for Marketing


Communication
BLACK BOX
INFO. PROCESSING
Problem Identification
Product Awareness
Interest
Intention

RESPONSE
Opinions
Attitudes
Behavior

ACTION
CONVICTION
cadbury

Defining
COMPREHENSION
AWARENESS

DAGMAR
Adv. Goals for Measured Adv.
Results

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