Communication Plan

Problem: How to create an effective marketing communication plan?

Learning objectives:

1. What are different marketing communication models?
2. When to use which model and why?
3. How to implement and measure the outcome of marketing communications?

1. and 2. What are different marketing communication models and when to use which one?

•  AIDA model

The AIDA model

• Dagmar model
• first proposed by Russell Colley in 1961
• goal of advertising was to communicate, not to sell specifically
• steps that consumer needs to go through to buy a product
• these steps have become basic criteria for advertising objectives and goals
• 4 stages:
• 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 preferring one brand to another. 
• 4) ACTION: In this stage, the purchase is made




• Heightened appreciation model
• helps to create an advertising strategy
• suggests to identify an important attribute of the product
• consumer should be convinced about the importance of that attribute 

• Advertising exposure model
• explains the effet of advertising and marketing communication on brand building

Advertising Exposure Model by David Aaker

• Model of Joyee

Model of Joyee

• concentrates on three areas: Advertising, purchsing bahaviour and consumer attitudes
• assumes that there is a continous cycle of event in these areas
• one change in one area affects the other areas

• Levidge and Steiner Model

Levidge and Steiner Model

• suggests that there are 6 steps
• the job of the advertiser is to encourage the customer to go through all six steps to purchase the product 

Comparison of different models

3. How to measure the outcome of marketing communications?

3 ways of measuring your marketing communication outcome:

1. set a baseline

2. Periodic feedback

3. reporting

Sources: 

Blogspot. 2008. MODELS OF MARKETING COMMUNICATION: DAGMAR MODEL. URL: http://marketingcommunicationmodels.blogspot.fi/2008/07/dagmar-model.html. Accessed: 09.03.2016

Blogspot. 2008. MODELS OF MARKETING COMMUNICATION: HEIGHTENED APPRECIATION MODEL. URL: http://marketingcommunicationmodels.blogspot.fi/2008/07/heightened-appreciation-model-helps.html. Accessed: 09.03.2016

Hanlon, A. 2013. The AIDA Model - Smart Insights Digital Marketing Advice. URL: http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/. Accessed: 10.03.2016

Investing Answers. 2016. DAGMAR Definition & Example. URL: http://www.investinganswers.com/financial-dictionary/businesses-corporations/dagmar-4767. Accessed: 10.03.2016

Learn Marketing. n.d.. Hierarchy of Effects Model. URL: http://www.learnmarketing.net/hierarchy_of_effects_model.html. Accessed: 10.03.2016

Mishra, P. 2013. David Aaker’s Ad Exposure Model. URL: http://de.slideshare.net/pratikshyamishra1/david-aakers-ad-exposure-model-aquaguard. Accessed: 09.03.2016

Santarcangelo, M. 2012. Three ways to measure effective communication. URL: http://securitycatalyst.com/three-ways-effectively-communicating-value-can-be-measured/. Accessed: 09.03.2016