Describe what psychologists have discovered about communication and advertising models.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2019). The mark or mark type is shown in brackets.

1. Communication and advertising models, including the following:
2. • Changing attitudes and models of communication (source, message, etc.)
3. • AIDA model (and updates of it)
4. • Hierarchy of effects model
5. Changing attitudes and models of communication (source, message, etc.)
6. This model explains how advertisements attempt to change and influence consumers so that they purchase their product.
7. Source - where the message is coming from and how trustworthy and credible this source is to the consumer. It could be presented by an expert or by a celebrity.
8. Message - how the information in the advertisement is presented to the consumer e.g. is it a one or a two-sided argument.
9. Audience - what type of consumers may purchase the product. The advertisement needs to be tailored to them, e.g. If it is young or old consumers.
10. Credit can also be given to the Yale Model of Communication linked to advertising (attention, comprehension and acceptance).
11. AIDA model (and updates of it)
12. Behavioural model of advertising. Four stages including:
13. Attention (or awareness) – must attract the attention of the consumer.
14. Interest - to make the advertisement get the viewers to want to know more about the product.
15. Desire - to maintain or increase a feeling of need for the product.
16. Action - for the consumer to go out and purchase the product.
17. Updates - CAB model (Cognition, Affect and Behaviour); TIREA scale (Thought, Interest, Risk, Engagement and Action); REAN model (Reach, Engage, Activate and Nurture); NAITDASE (Need, Attention and Interest, Trust, Desire and Action of purchase); DAGMAR (Defining Advertising Goals for Measured Advertising Results).
18. Hierarchy of effects model
19. Six stages:
20. Awareness - Becomes aware of the product through advertising.
21. Knowledge - Information about the product that the consumer needs to become aware of (simple for some products such as food and more complex for other products such as a car).
22. Liking - Makes sure the consumer likes the product and also more than similar products.
23. Preference - Similar to liking. Likes the product more than the competitions.
24. Conviction - Strengthens desire to purchase (e.g. through a discount or free offer)
25. Purchase - Go and buy the product.
26. Mark according to the levels of response descriptors in Table A.
27. Other appropriate responses should also be credited.
28. A range of issues could be used for evaluation here. These include:
29. • Named issue – applications to everyday life – there are some practical applications about what to consider when advertising a product (e.g. to give a special offer to new consumers for the Hierarchy of effects model and use a persuasive person in the advertisement in the models of communication).
30. • Reductionism
31. • The models are theoretical and require evidence to back up the point.
32. In order to be applicable to consumer behaviour this evidence must be about consumers and also test consumers in a wide variety of business environments.
33. • Determinism.
34. • Ethnocentric to the West.
35. Mark according to the levels of response descriptors in Table B.
36. Other appropriate responses should also be credited.