Introduction advertising unit Structure

2. Comprehension :
The prospect is conscious about the main 
sales theme of a brand of product. When asked upon, he is able to 
associate a brand with the sales theme, which is already known to 
him. 
3. Conviction :
At the stage of conviction, the prospect is able to 
foresee how the benefits of the brand of goods will serve his need. 
He is convinced that if he purchases this brand of goods it would be 
a right decision. 
4. Motivation :
Having been convinced, the prospect is motivated 
to buy a specific brand of goods.
DAGMAR model suggests that all consumers will not be at the 
same stage but they would be at different stages. The advertising 
efforts required to move on person from non-awareness to 

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awareness could be very taxing as compared to the efforts involved 
in moving persons from conviction to motivation. DAGMAR model 
also illustrates the success of means of communication. After 
advertisements have been carried out, how people associate 
themselves with a specific brand of product. 
Check your progress : 
1) 
Explain the following terms,
a) 
DAGMAR 
b) 
Market Segmentation 
c) 
Benefit Segmentation 
d) 
Behaviouristic Segmentation 
e) 
Psychographic Segmentation 
f) 
Advertising Campaign 
g) 
Advertising campaign Planning 
2) 
“The advertising Campaign Planning is the process of 
collective efforts made by the advertiser and the Advertising 
agency.” Explain. 
11.4 AIDA
 
AIDA is a functional formula devised by E.K. Strong. It is the 
acronym for Attention (A), Interest (I) Desire (D), and Action (A). 
Strong postulated that before becoming a user of a product to an 
Interest in it. Form this stage he develops a Desire for the product 
and this then result in. 
1. Attention :
The main function of an advertisement is to attract 
attention of the consumers. It is because of this fact that the 
advertiser will use various devices like the use of attractive colour, 
headlines display and overall layout. 
2. Interest :
An advertisement is designed to create interest for the 
goods or services of the advertiser, interest is closely related to 
attention. An advertiser has to take note of these two aspects while 
developing an advertisement. A good advertisement starts with a 
point of interest to the reader and proceeds to a point of interest to 
the advertiser. 
Advertising aims at stimulating primary demands for a new 
product. It is used for existing product to bring a greater bit of the 
marketing share. It is also used to remind the consumers about 
their needs. A good advertisement should arouse interest of the 
prospects in the advertised product. 

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