Brief Overview of the following Advertising Management Models - - Alternate Response Hierarchies - Consumer Involvement - The Foote, Cone and Belding - The Kim-Lord Model - The Elaboration Likelihood Model

1. NIKHIL SARAF
ALTERNATE RESPONSE HIERARCHIES
- Three models of information processing based on consumer’s level of involvement :
o Standard Learning hierarchy – Buyers are aware | Alternative products are clearly
differentiated | Importance associated with mass media | Is in its early stages of product life
cycle
o Dissonance/Attribution hierarchy – Follows Do-feel-learn sequence | Products are
similar | Is in its early stages of product life cycle | Mass media information not available
|Recommendation based purchasing coupled with selective learning
o Low Involvement hierarchy – Not involved in IMC | Develops liking after repeated use |
Consumer is passive listener and focus is top of mind recall | Aim is to catch the consumers
attention | Eg – Mentos
CONSUMER INVOLVEMENT
- Three variables that precede involvement:
o Characteristics of person
o Characteristic of stimulus or object
o Situational factors.
- Contains various antecedents which interact and influence
- Number of outcomes based on consumer involvement with products and purchase decisions
THE FOOTE, CONE AND BELDING
- Advertising model which gives an overview of comprehending people’s thinking, feeling and behavior
towards products
- Uses two dimensions of involvement: Thinking and Feeling
- Based on split brain theory:
o The left brain is more capable of rational and cognitive thinking whereas the right brain
specializes in emotional, intuitive, visual and feeling related functions
- The FCB matrix is a continuum where:
o Horizontal row - Based on a hypothesis that over time consumers shift from rational to
emotional thinking
o Vertical side - Shifts from high involvement to low involvement purchases
- The four quadrants in the matrix summarise four major goals of an advertising agency:
o Informative strategy - For high involvement where decisions are taken rationally
o Affective Strategy - For high involvement but focus is on emotional and psychological need
o Habit formation strategy - Meant for low involvement/ thinking products which
consumers give minimal thought to
o Self satisfaction strategy - For low involvement purchases that are dominated by feelings
THE KIM-LORD MODEL

2. - Purchase decisions is dominated by both cognitive (Thinking) and affective( feeling) factors
- Useful to advertisers to determine their advertising strategy and creative content
- For example: Aquaguards talk not only about purification but also a mother’s concern for health of
her child.
THE ELABORATION LIKELIHOOD MODEL
- Describes the way and the mannerism in which consumer will respond to persuasive messages and
the effect it has on them
- A situation of high elaboration is one where an individual carefully scrutinises a persuasive message
and engages in ration, conscious thinking and analysis
- The level of elaboration (high or low) depends on two factors:
o Motivation – Depends on involvement, personal relevance, account relevance etc.
o Ability to process - Depends on an individual’s capability, knowledge to analyze the
arguments, presence or absence of time pressures etc.
- The central route to persuasion states that an individual taking this course has both the
motivation and the ability to process the message
- The peripheral route to persuasion is a case of low elaboration the consumer doesn’t pay much
attention to the merits of the actual argument presented
- The model guides marketing communication managers in designing a message based on the type of
persuasion to use to turn potential customers to users