Advert Models



Aida Model

The Aida model, created in the 1980s, shows the different stages a promotional material must take in order to be successful.

For example, the advert must grab the reader's attention, make them think about the advert to get them interested further. Then it must make them think, "Actually, I could do with that!". Then, it must tell the audience what to do and how to do it in order to buy/use their service or item.

An example of this being used is within a movie poster. The characters are presented in the center of the poster followed by the title to tell the reader what the poster is about (typically within the name). The poster then tells the audience any ratings from popular newspapers and magazines. Finally, at the very bottom, the times, dates and places where the film is being shown is at the bottom of the poster.

Dagmar Model

The Dagmar model shows us how to get a good advertisement from a brand that is only very small. This is useful to companies that are only just starting off. It shows us that at first, the target audience is unaware of the brand's existence. Then, you make them know that you're there. You then need to prove that you're better than everyone else within that industry. This is usually with statistics. Then, you need to tell the target audience how and where to find you.

An example of this is the Aldi advert. Here, we can clearly see that there is a comparison with the two products. The Aldi product looks bigger and cheaper than the opposing product. The setting for the advert is in a familiar environment (kitchen). This is so the target audience can relate to it.

Ehrenberg Model

The Ehrenburg model, which was created in 1997, shows another successful advert method. This one gives the target audience very basic information about the company and any products it makes. Then, a small sample of the product is given to the audience / customer to see if the product is to their needs. The company then needs to maintain the customer's satisfaction by keep reminding them to buy from the company.

An example for this is an advert from Renault. The brand advertises a car that nobody is aware of and gives people a choice at a test drive. At the end of the test drive, they take your details as you are in with a chance of winning the car (for a year). The reinforces and nudges the target audience.

Drip Model

The DRIP Model is where you are shown something that is different from what people are used to. Then the brand tells the audience who they are and what they do. After that, the brand says what benefits having this new product is and why is it right for it's target audience.


For example, the PlusNet advert is different because it is cheap but is to the same standards as the big brands like Sky. It shows some statistics like ratings and download speeds. Plus, the brand is situated in Yorkshire, which is where the majority of people live, who want to spend as little as possible.