The Maslow’s Hierarchy of Needs is a model presenting the importances, with which people relate to certain needs of their lives. It is mainly used in business by managers to create healthy and prospering workplaces.
The Aida Model was developed by E.St. Elmo Lewis in 1980s. Its priority is to transform caught attention into a desire to purchase a product advertised.
This picture is an example of a successfully used Aida Model. The attention catcher is a smiling lady; old people smile rarely, mainly due to their elderness and struggles connected to it. Second attention catcher is use of a language feature – alliteration (wrinkled, wonderful). It makes the advert memorable, but simple. The fact of remembering the ad, greatly increases the probability of generating a desire to buy the product.
The Dagmar Model (Russel H. Colley, 1961) is using information to convince the viewers to perform the action (buy products). It follows the logos principle (logic & reason), as it mainly focuses on providing information in a persuasive way that always decreases the pros of the competition and increases the advertiser’s. Nowadays, it is often used in supermarkets advertisement.
The advertisement provides the info to unaware viewers about the difference between prices of two supermarkets, clearly supporting one of them. The viewers comprehends the information and is convinced by the lower price of one of them. He might be thinking of taking an action.
The Ehrenberg Model (Andrew Ehrenberg, 1997) is a model that has more complex strategy than, for example: Aida Model. First it enables the viewer to acknowledge the existence of a certain brand, then it uses human curiosity to try their products. When it comes to the trial it reinforces the interest of the potential customers by reassuring (providing good quality items, etc.). Finally it launches the Nudging phase, which is the most important part of the model. It has to do with regular reminding the customers about the products (newsletters, direct mails, etc.). That is how it attempts to inject loyalty in the customers.
The Avon follows the Ehrenberg Model by simply distributing their newsletters free to all the interested. Therefore, it is a trial when the customer is going through the offers. The Avon reinforces their products by colourful illustrations and persuasive writing. They also have the option to regularly send the newsletters to any of their customers (nudging).
The Drip Model (C. Fill, 2002) is a modern marketing model. Due to the great number of advertisement in the new century, it helps not to blend, but to be original. Being different in a positive way is a good way to sell your products. It is quite an odd model as it places awareness of a brand’s existence at its third step, which, comparing to the rest of the models is relatively far away.
The Mansfield Brewery instantly differentiate their lagers by strong statements, saying how good their products are. They use persuasive language and ontological illustration of a cup (cup=victory). That’s a reminder of the statement of the quality of the lagers. The information about the company are put at the very end of the advertisement.
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