DAGMAR & AIDA
One model that can be useful to the firm when they are trying to build awareness of their product is the DAGMAR model of buying behaviour:
This stands for Defining, Advertising, Goals and for Measured Advertising Results.
The model aims to increase awareness of the firm's product and is based on FIVE key stages.
|Unaware||Doesn't know us||Use the media to inform|
|Aware||Knows something of us||Build the media presence|
|Comprehension||Recognises us||Introduce product information|
|Conviction||Prefers us||Reinforce via advertising|
The promotional mix is then designed to allow the potential consumer to move smoothly though to purchase. It is based on following the psychological pattern that human beings follow when deciding whether to buy or not. So, we tend to buy low cost products more on impulse than we do high cost items. When moving people through the five stages the firm has to be aware of competitor reactions and have plans ready to combat actions and successes of others.
Advertising will be one of the key promotional methods at the early stages of this buying process, but other forms of promotion may be more effective at later stages in the process. The DAGMAR model can be a great help when determining an appropriate promotional mix.
AIDA is a model similar to DAGMAR as it identifies the processes in successful selling.
AIDA is an acronym of the four stages of the sales process. Devised in 1898 by the American E. St. Elmo Lewis it is practical tool outlining the processes involved in successful sales. AIDA stands for Attention, Interest, Desire and Action. The 'proven models' site provides an excellent summary of the model. You can see this in the window below of following the link to view in a new window.
Prepare a summary of the four elements of the AIDA process