Advertising Communication Model
Huynh, Nhi (2020)
Huynh, Nhi
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020122029742
https://urn.fi/URN:NBN:fi:amk-2020122029742
Tiivistelmä
To measure the effectiveness of an advertising campaign, marketers refer to apply advertising communication models (Fill, 2013). Beside sales, company is seeking for long-term effect by building brand image, brand awareness and brand loyalty (Reichheld & Teal, 1996). It acquires company to build a marketing plan that can coordinate multiple components of communication. The most popular advertising model is AIDA, stands for: Attention, Interest, Desire and Action (Belch & Belch, 2004). All communication models aim to amplify and maximize the results in contacting with the consumer (Fill, 2013).
This paper will only examine the latest discussed advertising communication model: AISDALSLove. This was developed by Dr. Bambang Sukma Wijaya, a professor from University of Bakrie, Indonesia. In 2012, an article called “The Development of Hierarchy of Effects Model in Advertising” was publishes in the “International Research Journal of Business Studies”.
This thesis chooses to apply qualitative research method. This paper provides an answer to the question: What advertising communication the case company X should apply?
The company can use this paper as a new insights tactics to support face-to-face customer contact at the selling points and online. Base on AISDALSLove model and consumer buying decision process are integrated to the company X to plan an effective advertising communication plan to customer to increase sales revenues online (via third-party carrier) and in-store.
In order to interpret advertising communication models thoroughly, this paper will be breakdown into three sections. Beginning with the definition of communication models, next showing perspective of Advertising communication, lastly sum up of Advertising communication models as a whole. To the second part, a brief introduction about business environment of company X. Current marketing situation will be discussed in Chapter 4. After that, research method and discussion on integrating mentioned theory to current company situation.
Keywords: Communication, Advertising communication, Hierarchy of effect model, AIDA, AISDALSLove
This paper will only examine the latest discussed advertising communication model: AISDALSLove. This was developed by Dr. Bambang Sukma Wijaya, a professor from University of Bakrie, Indonesia. In 2012, an article called “The Development of Hierarchy of Effects Model in Advertising” was publishes in the “International Research Journal of Business Studies”.
This thesis chooses to apply qualitative research method. This paper provides an answer to the question: What advertising communication the case company X should apply?
The company can use this paper as a new insights tactics to support face-to-face customer contact at the selling points and online. Base on AISDALSLove model and consumer buying decision process are integrated to the company X to plan an effective advertising communication plan to customer to increase sales revenues online (via third-party carrier) and in-store.
In order to interpret advertising communication models thoroughly, this paper will be breakdown into three sections. Beginning with the definition of communication models, next showing perspective of Advertising communication, lastly sum up of Advertising communication models as a whole. To the second part, a brief introduction about business environment of company X. Current marketing situation will be discussed in Chapter 4. After that, research method and discussion on integrating mentioned theory to current company situation.
Keywords: Communication, Advertising communication, Hierarchy of effect model, AIDA, AISDALSLove