Advertising response refers to the behaviour that a person displays in response to an advertisement. Advertising Response process is a very crucial aspect in promoting products and services through advertising.
Advertising Response Process involves all phases that a customer goes through starting from being unaware about a product/brand to taking the final decision of buying the product/brand; that are influenced by advertising efforts of a business. Businesses focus on the response aspect of the marketing communication process whenever they plan to release advertisements.
Advertising response can be understood through the following models of Advertising Response –
- Exposure and Familiarity Model
- Response Hierarchy Model
Exposure and Familiarity Model
The Exposure and Familiarity Model works on a scientifically proven psychological principle of human minds. According to this Model, the more exposure humans get about a product or service, the more familiar they become with it. Frequently exposing customers to a set of products and services increases their familiarity towards to the product and this makes them prefer the product again and again over competing products. Exposure effect works out in a perfect manner when it comes to advertising products and brands. For instance, attaching a particular tune or music with a specific brand makes consumers recall the brand whenever they hear that music. In a similar manner, when pets are used in advertisements, the particular breed automatically stays in consumer’s mind as the one that was shown in that particular advertisement (pugs in hutch/vodaphone advertisements). This exposure effect acts as one of the basis to attract consumers towards purchasing a product or service. Exposure and Familiarity Model of advertising response helps to make advertisements highly successful.
Response Hierarchy Models basically get their name owing to the purpose they serve in the actual process. These models tend to provide clarity pertaining to the response that is elicited from a customer at different stages of his journey right from lack of awareness to purchasing the product. There are five Response Hierarchy Models. All the five models substantiate the behaviour of consumers across three stages of awareness. These three stages are Cognitive Stage, Affective Stage and Behavioural Stage. All the models across the three stages are:
- AIDA Model
- Hierarchy of Effects Model
- Innovation Adoption Model
- Information Processing Model
- Operational Model