INTRODUCTION

Marketing communication models are developed based on various studies that explain how communications work in marketing a product.They act as important tools in understanding how communications work in real life marketing situations and for developing a communication strategy.Communication strategy can make or break a brand by creating an image or perception in the minds of customers positively and they may make a purchase.

There are the following models of marketing communication namely:-

1) AIDAS MODEL

2) DAGMAR MODEL

3) HEIGHTENED APPRECIATION MODEL

4) ADVERTISING EXPOSURE MODEL

5) MODEL OF JOYEE

6) LEVIDGE AND STEINER MODEL

AIDAS MODEL

This is one of the oldest and most popular models of marketing communications.This hierarchical model was first proposed by St. Elmo Lewis in 1900 for personal selling with stages: attract attention,maintain interest,create desire and get the consumer to act.In 1911,Arthur Fredrick Sheldon revised the model by changing the first step to 'favourable attention' and adding a fifth step ,'permanent satisfaction'.The revised model was called AIDAS -favourable Attention,Interest,Desire,Action and permanent Satisfaction.The various stages in the buying process of the AIDAS model are:

1) ATTENTION: To get the attention of the target customer.

2) INTEREST: To create interest in the product by giving product information(or special features) and how it can help satisfy the needs and wants of the individual.

3) OUTCOME: Whether the potential buyer develops a favourable or unfavourable opinionabout the product.

4) DESIRE: Create a desire in the customer to possess the product.This is done by emphasizing the benefits of the product and how it will satisfy the needs and wants.

5) ACTION: Demand action from the customer i.e. convince them to make a purchase.A simple method to get action from the customer is to provide a toll free number or contact person for more information.

6) SATISFACTION: The customer is satisfied after the purchase.

EXAMPLE: Air Deccan used this model of marketing communication successsfully in it's marketing campaign.

DAGMAR MODEL

'Defining Advertising Goals for Measured Advertising Results', abbreviated to DAGMAR,was proposed by Russell H.Coney in 1961.Coney suggested that acievement of a hierarchy-of-communications objectives leads to actual purchase.He suggested that marketing goals and advertising goals were different.Marketing goals are measured in terms of sales whereas advertising goals are measured in terms of the customers' movement along the hierarchy.The various stages in this model are as follows:-
1) AWARENESS:- In this stage the customer becomes aware of the product.
2) COMPREHENSION:- The customer is aware of the product characteristics and its uses.He is also familiar with the brand name and brand logo.
3) CONVICTION:-This stage refers to the emotional decision of preffering one brand to anothers.
4) ACTION:- In this stage the purchase is made.
The DAGMAR model assumes a high-involvment "learn-feel-do" hierarchy.As advertising and marketing goals are deemed distinct,advertising goals can be defined specifically tracked and measured.The long-term effects of the advertisement can also be studied.With the help of the DAGMAR model,the effectiveness of the advertisement can be measured in terms of its ability to move the customer along the hierarchy.The model enabled marketers to define the target market or audience for the commercial.
As the advertisement had to be based on the objectives,creative people involved in the process of designing tend to feel that their creativity was being stifled.The implementation of DAGMAR is also very costly,as extensive research is required for setting quantitative targets and measuring them.
Example:- General Motors(GM) used the DAGMAR approach to identify advertising goals.

HEIGHTENED APPRECIATION MODEL

The heightened appreciation model helps the marketer to arrive at an advertising strategy.The model suggests that an important attribute of the product category should be identified and the advertisement should convey the link between the brand and that particular attribute.The consumer should be convinced about the importance of the attribute and the benefits derived from it.Advertising campaigns based on the heightened appreciation model are said to be successful if they result in increased usage and positive image of the brand.
Example:-Traditionally,in India,toothpaste was advertised highlighting two attributes:strength of teeth and prevention of decay of gums(advertising Strategy of Colgate).Hindustan Lever Limited launched two brands of toothpaste- Close Up Pepsodent.The Close Up toothpaste with mouthwash was targeted at youth and focused on freshness.The Pepsodent brand was targeted at kids and the attribute used in advertisements was its ability to fight germs for long periods.These attributes of toothpaste,though important,had never been highlighted or given importance till then.After the launch of Close Up and Pepsodent,the market share of Colgate decreased significantly.

ADVERTISING EXPOSURE MODEL

We know that an ad message creates awareness ,conveys information about benefits,attributes or features,builds a brand image and personality,vests the brand with certain feelings,links the brand with group norms and peers/experts and induces purchase behaviour.Exposure to an ad can initiate any of these processes.These five effects create an attitude in us towards the brand,which if favourable leads to purchasing action.In addition,certain ads just remind us about the product or brand or lead an assault on those reasons which prevent a consumer from buying or using the brand.It is a direct inducement to action.

MODEL OF JOYEE

A new model for marketing communication was suggested by T. Joyee in 1991.The Joyee model concentrates on three areas - advertising,purchasing behaviour and consumer attitudes.It is assumed that there is a continious cycle of events in the three areas and change in one of the areas affect the other areas.Consumer attitudes refer to the positive or negative feeling of an individual towards a product or service. The attitudes are developed by personal experiences in the past or the experiences of the others.The attitude is a psychographic characteristic and depends on age,gender,social class,regional and cultural too.It is assumed that if the attitude towards a product is favourable,then the person is most likely to buy the product.The advertisement is deemed effective if it is capable of changing the viewer's attitude in the favour of the product advertised.It is not only difficult to change consumer attitudes,but is also time consuming.Market research can identify the drivers for change.Commercial Focusing on the drivers can be conceptualized.
It has to be kept in mind here that there is a change that the customer may view an advertisement in some other context.
With website emerging as a major medium for advertisements,research has been done to study their effect.Stevenson,Burner and Kumar applied the hierarchy of effects model to Web advertisements and found that they too follow the same pattern.

LAVIDGE AND STEINER MODEL

In 1961 ,Robert J.Lavidge and Gary A. Steiner proposed a new model for marketing communications,which ysed hierarchy of effects but included persuasion as an important factor in the model.This model considered the long-term effectsof advertising too.According to the Lavidge and Steiner Model*,a customer who is totally unaware of the product goes through the following six steps before making a purchase:
1) AWARENESS: In this step,the customer becomes aware of the existence of the product.
2) KNOWLEDGE: The customer comes to know about the features and uses of the product.
3) LIKING: The customer develops a favourable attitude towards the product.
4) PREFERENCE: Here,the customer develops preference for the said brand over other competitive products or substitutes.
5) CONVICTION: This step involves a desire to buy the product.The customer is convinced of a good purchase.
6) PURCHASE: The customer makes the actual purchase.
EXAMPLE: Hyundai Motors Limited used the model successfully while launching its small car, Santro, in India.