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fective stage - involves the changing of the attitude towards a product or service.

Behavior stage - involves the action that results from the change in attitude towards the product (Brassington and Pettitt, 2003, p. 580).

AIDA Model
The AIDA model developed by Edward Strong (1925) breaks down the sequence of events to:

A - Attention

I - Interest

D - Desire

A - Action

In the model there are four stages that are described and show that how an advertising campaign can be successful in reaching out to its audience. Successful Marketing campaign helps firstly grabbing their attention. Secondly, it creates interest in them with the idea of the product or service. After that it makes the product / service desirable to the potential customer. The final stage is to get the consumer to take action as a result of their desire for the product.

DAGMAR Model
D - Defining

A - Advertising

G - Goals

For

M - Measuring

A - Advertising

R - Results

Russell Colley devised this model in 1961 and it gives a very useful approach to understand that how advertising works. This model is used to measure the result of a specific communication task in terms of the cognitive-affective-behavioral hierarchy impact on a defined audience (Copley, 2004, p. 83). Basically, it is an approach to adapt a precise method for selecting and quantifying goals and use those goals for performance measurement.

However, these models have their drawbacks. Sandra Moriarty (1983) noted that the drawbacks lay in their reliance on the concept of a linear process (Moriarty taken from Huey, 1999). Moriarty (1983) and Kristian Palda (1966) both agree that these models were oversimplifying the process. They state that the stages of AIDA do not necessarily repeat in the same sequence. Sometimes an advert will result in the product being desired, other times it will result in interest etc (Huey, 1999).

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