Instead, the sequence, awareness/trial/reinforcement, seems to account for the known facts. Under this theory, consumers first gain awareness or interest in a product. Next, they may make a trial purchase. Finally, a repeat buying habit may be developed and reinforced if there is satisfaction after previous usage.” (Andrew S. C. Ehrenberg 2000)
Sol Golden was quoted in 1972 in this Journal as saying: 'Advertising is the lynch-pin by which everything in the system hangs together - the consumer benefits, the economic growth, the corporate profits, the technological advancement.'
Ehrenberg’s Awareness, trial and reinforcement (ATR) theory
Ehrenberg believes that there are three main steps to brand choice behaviour, which are the following:
- Gaining awareness
- Making a first trial or purchase
- Being reinforced into developing and keeping a repeat buying habit
He believes that some initial awareness of a brand usually has to come first, although occasionally one may find out a brand’s name only after buying it. Awareness operates at different levels of attention and interest and can be creates in many different ways, of which advertising is one. Awareness may lead to consumers looking into information about the brand, asking someone about it and so on. An example of this would be from a primary research that was conducted for my dissertation on “the age of personalised and digital advertising, what does the future hold for Out of home advertising” it was found that after viewing an advertisement, consumers are more likely to look into the product whether via online research of word of mouth first before purchasing it.
A trial purchase, if initiated is the next step. Ehrenberg states that there is no reason why a consumer should feel strongly about a different brand before they have tried it. A trial purchase can arise for a variety of reasons, a cut price offer, and out of stock situation of the original brand, seeing an advertisement or display, boredom etc. (Ehrenberg 2000).
After trying a different brand, consumers usually return to their habitual brands, this is so even when new purchasers have been attracted on a large scale, with free samples or an attractive short term promotion. However, in some occasions a repeat buying habit develops. This is the crucial determinant of long term sales. The way this habit develops for a particular brand is primarily a matter of reinforcement after use. Any feeling of satisfaction, that the brand is liked at least no less than the previously bought ones has to be natured. This is when marketing communication comes in; having a strong marketing communication will increase loyalty between the brand and consumer. This is due to the fact that brands are similar; consumers do not inherently care about the brand as long as it delivers its purpose, although this is considered vital to the brand. This is when behavioural economics: emotional versus rational is introduced. “Behavioural economics follow the idea that humans make decisions based on a range of emotions, by choice reduction strategies and are often influenced by the factors such as their environment”(Phillips and hills 2011). Rational benefits on their own rarely work to build strong, loyal consumer relationships. The importance of forging a positive emotional connection with consumers is important. Recent evidence shows that decision making is often a fast, intuitive process with a very strong emotional component. While brands must not lose sight of their rational benefits, the most successful brands are those which also evoke the strongest positive emotions. The ability to forge and maintain emotional connections with consumers is within a marketer’s control. Engaging advertising plays an important role in this process as does delivering a superior brand and purchase experience (Millward brown 2009). Now days when it comes to branding it can’t be the basics. Brands have to essentially give consumers additional value. For example, Dove, they sell Shampoo and conditioner but they also give money to charities with a purpose of ensuring that women are seen better and positive, so then they are portrayed as more than just a product or a brand but seen more of an emotion so when people think of their brand they connect with it straight away as the brand is showing care towards the consumer. (JOHN LEWIS AD)
Advertising’s main role is to reinforce feelings of satisfaction for brands already being used. At times it can also create new sales by reawakening consumers’ awareness through strong marketing communication and interests in another brand, stimulating them to a trial purchase and then through subsequent reinforcement, helping to facilitate the development of a repeat buying habit (Ehrengberg 2000).
Marketing communication is a vital role in the marketing mix. Without communication brands have no form of relationship with its consumers. Communication happens when the consumer meets the brand, imperative to ensure that every ‘brand meeting’ builds the brand. Consumers are constantly meeting brand through ads, sponsorships, TV shows, magazines etc. they often meet the brand but do they notice them?
AIDA MODEL
Background
This hierarchical model was first derived by St. Elmo Lewis in 1900 for personal selling with stages: attract attention
- Maintain interest
- Create desire
- Get the consumer to act
In 1911, Arthur Fredrick Sheldon revised the model by changing the first step to favourable attention and adding a fifth step ‘permanent satisfaction’. The revised model was called AIDAS
- Favourable attention
- Interest
- Desire
- Action
- And permanent satisfaction.
The AIDA model identifies cognitive stages an individual goes through during the buying process for a product or service. It’s a purchasing funnel where buyers go to, to support them in making the final purchase. However, it is no longer just a relationship between the consumer and the brand due to the rise of technology, especially the use of social media. As social media has extended it to achieving the different goals of AIDA via information added by other consumers via social networks and communities (Smart insights 2013).
The stages in the buying process of the AIDA model are as followed:
· A - Attention (Awareness): attract the attention of the customer.
· I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
· D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
· A - Action: lead customers towards taking action and/or purchasing (Scientific research 2013).
Based on the needs of AIDA model, the aim of marketing is to attract the attention from potential consumers, arouse their interest and desire to the final buying action.
Case study using the AIDA Model
This is an example of a brand that used the AIDA model in order to launch their company. An award winning Hairdressing Company, Fransesco Group launching their new salon.
- 1. Awareness: Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.
- 2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.
- 3. Desire: Close to the opening of the new salon, they ran exclusive local launch events which was advertised through local press and social media. This created a local buzz for 'people wanting an invite' and excited to see the new salon.
- 4. Action: Clear CTAS were positioned on the Facebook site (call to reserve), the website (call to book) and local advertising (call in to receive discount or the offer.(Smart insight 2013)
Maslow's Hierarchy of Needs Model
This five stage model can be divided into basic needs (e.g. physiological, safety, love, and esteem) and growth needs (self-actualisation) are as followed:.
1) Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.
2. Safety needs - protection from elements, security, order, law, stability, freedom from fear.
3. Love and belongingness needs - friendship, intimacy, affection and love, - from work group, family, friends, romantic relationships.
4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.
5. Self-Actualisation needs - realising personal potential, self-fulfilment, seeking personal growth and peak experiences (Simply psychology 2007).