VIPS model, Domain model - Basics of integrated communications

VIPS model

This model was proposed by the English advertiser David Bernstein.

Component models:

• visibility;

• identity (identification)

• promise (promise)

• simple-mindedness.

Some authors have the last letter of the formula S is deciphered as simplicity (simplicity).

The VIPS model assumes a direct influence of advertising on a potential consumer. The main idea of ​​this model is that advertising should attract attention and be aimed at meeting the needs of a potential consumer, and also contain an obligation to meet them. In addition, advertising should motivate the consumer's desire to buy the product that is advertised.

Communication result model (model "think-feel-do").

According to this model, a person moves on to making a purchase translationally: first he thinks about the signal given to him (thinks), then he develops an internal relation to this signal (feels), after which certain responses are made (does).

Another advertising performance model, called "think-feel-do", provides three categories of effects:

• cognitive (mental, or rational);

• emotional (impulsive);

• volitional (decision or action).

This model has two more variants with a slightly different order of reactions:

1) the consumer first learns about the product, then buys it and then makes up his own opinion of it;

2) people buy the goods and only then make an opinion about it.

Only a small part of informed consumers goes through all stages and acquires the goods. In Fig. 2.6 shows the model "think-feel-do" in the form of a hierarchy.

Model

Fig. 2.6. Model think-feel-do in the form of a hierarchy

Communication goals can be established in accordance with the need to achieve the required results in specific areas (Table 2.3).

Table 2.3

The agency model Foot, Cone and Beiding

Involvement level

Meditation

Sensation

High

Involvement

1. Awareness (reflection).

Model

think-feel-do.

Products: cars, homes.

Creation: Demonstration, Characteristic Details

2. Emotionality (sensation).

Model

feel-think-do.

Goods: jewelry, cosmetics. Creation: the result of execution

Low involvement

3. Developing a habit (action).

Model

do-think-feel .

Goods: spirits, household items. Creation: Reminder

4. Demand satisfaction (reaction). Model

do-feel-think .

Products: cigarettes, spirits, sweets, chewing gum

Creation: attracting attention

Domain Model

The domain model evaluates the results of perception, learning, and persuasion (Table 2.4). According to this model, marketing communications affect the mind and soul of the buyer more simultaneously than consistently. In Table. 2.4 shows which types of results are measured in the sphere of perception, learning and persuasion.

The general plan of marketing communications allows you to identify the most rational and effective combinations of ways to implement communication functions, the use of media and marketing appeals.

Completing acquaintance with various advertising models, it should be noted that they are not mutually exclusive. All advertisements are aimed at the buyer and making a purchase. When developing an advertising appeal, it is very important to take into account the basic psychological laws.

In conclusion, it should be emphasized that the marketing communications plan is formed on the basis of a marketing plan. However, its goals are to most effectively implement the functions of all marketing communications - advertising, public relations, sales promotion, direct marketing, personal sales and product packaging - and controlling their impact on other marketing mix elements.

Table 2.4

Domain model (by IV Ignatieva)

Perception

Training

Persuasion

Attention :

- Awareness

about the product, brand and advertising. Interest.

- how strong is the interest in the product.

Memory :

- recognition of advertising, product image, slogan, logo, text argument, position;

- recognition of the brand and product;

- remembering advertising, product image, slogan, logo, text argument, position;

- remembering the trade mark

Knowledge level :

- the number of arguments, distinctive characteristics, prerequisites for sale;

- the degree of product association with its logo, slogan, advertising interpretation, visual image, musical logo, lifestyle, image, mood;

- are the characteristics and arguments individualized

Emotions :

- reaction to the call.

Ratio :

- Positive or negative location to the product;

- a positive or negative assessment of characteristics, arguments, judgments;

- brand preference.

Arguments :

- acceptability of the argument;

- the persuasiveness of reasons and promises;

- whether the wrong impression was subsequently corrected;

- Do consumers doubt the position of the product and the arguments in its favor;

- are there any opposite arguments.

Behavior :

- increasing the flow of customers;

- stimulation of inquiries, sampling, primary and repeated purchases.

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