Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. High levels of creativityRead More →
The Elaboration Likelihood Model (ELM) insists that consumers make purchase related decisions in two ways. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources By thinking emotionally, without in-depth assessments about the products The Elaboration Likelihood Model (ELM) model suggests thatRead More →
Kim Lord Grid Model strongly advocates that the purchase related decisions of consumers is highly influenced by both affective and cognitive factors. The model suggests that all advertising efforts must be focused on tapping both the affective and cognitive aspects of consumers. Kim Lord Grid Model works on the basisRead More →
Foote, Cone and Belding Model which is also termed as FCB Grid, was formulated in the year 1980 by Richard Vaughn. The Foote, Cone and Belding Model was designed in a grid format based on ‘Think and Feel’ as the base factors. On the basis of these two factors, theRead More →
Response Hierarchy Models explain the advertising response process of consumers. Response Hierarchy Models 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 that substantiate the behaviour ofRead More →
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 takingRead More →
Advertising Copy can be anything ranging from a simple text to an aesthetically created art form or the catchy music that gets played in the background or the famous celebrity who performs in the advertisement. Advertising a product or brand is done through many mediums. There are newspapers and Magazines thatRead More →
Lifestyle segmentation of consumers, also termed as Psychographics is one of the crucial factor that affects Consumer Behaviour. Lifestyle segmentation is carried out by marketers on the basis of different customer opinions, activities and interests, which are mostly ascertained through market research. Lifestyle refers to a person`s way of livingRead More →
Attitude is the way one thinks, acts or feels about something or someone. It is a predisposition to act favourably or unfavourably towards an object. Attitude in consumer behaviour refers to a way of thinking or behaviour of a person towards a product or service which is developed through his/herRead More →
Personality refers to the inner psychological characteristics or traits of a person that determine, how a person responds to his/her environment. Inner psychological characteristics are specific qualities, attitudes, mannerism that differentiates one person from another. The behavior of Consumers gets influenced by many factors internal and external. Personality is the innerRead More →
A consumer`s behaviour varies owing to the many factors that influence consumer behaviour. Consumer Behaviour Models have been developed to substantiate the various factors that influence consumer behavior and their decision making process. Ten Consumer Behaviour Models The ten Consumer Behaviour models explained below are: Pavlovian Model Economic Model Input,Read More →
Peacock and Jack Wiseman advanced the study of growth of public expenditure through Peacock Wiseman Hypothesis by their study of public expenditure at Great Britain during the period 1890 to 1955. Peacock Wiseman Hypothesis focused on the pattern of public expenditure and stated that public expenditure does not follow aRead More →