Ehrenberg (2000) wrote a paper called 'Repetitive Advertising and the Consumer' and in it he made some very interesting points about advertising and its effectiveness. His model Awareness - Trial - Reinforcement opposed the AIDA model, he does not think that it accounts for consumers who have deeper reasons for brand choice. He suggest AIDA has two roles '(1) an informational role - making them aware of the product - and (2) a persuasive role - making people desire it before they have bought it.'
The AIDA model assumes a person will be influenced by the last advertisement they've seen which he does not agree with, Ehrenberg thinks 'this assumption has led to the use of awareness and recall measures in pretesting and monitoring advertisements. But there is little direct evidence that advertising for established brands works like this'.
I agree with Ehrenberg's belief that people buy things because they want them and then continue buying them because they like them - no amount of advertising is going to persuade a person to buy a product they have tried and didn't enjoy, which is why his model suggests advertising works to create awareness, then a consumer trials the product; if they like it they may continue to purchase and advertising can reinforce the product or brand.
Manufactures don't create needs consumers do, but manufactures do attempt to fill those needs, which brings me on to discuss how consumes drive product sales. Ehrenberg mention's how the growth in the men's toiletries industry is not because of advertising but because of the change in men's fashion. I completely agree with this, I think male grooming has increasing massively not because of advertising but because of the media. Television is full of reality programs like 'The Only Way Is Essex' and 'Made In Chelsea' where the cast all look pristine. A study by The Sun (2012) shows that people have each spent an average of £100 buying into the look of The Only Way Is Essex cast which has added up to a total of £1.4 billion. A fake tan company has seen an increase of 89% in sales and 249% in false eyelashes and fake nails have seen a rise of 567% all since 2010 when The Only Way Is Essex started.
The cast of these shows are brands themselves and have a fan base who will buy into their brand, which in turn helps the economy. These grooming brands have picked up on the trend for grooming products and developed products to meet these needs. This is why Ehrenberg thinks advertising can work to raise awareness of a product and if a consumer wants to try it they will purchase. Ehrenberg states 'to acquire goods, one only needs some money, someone to produce them, and a precedent of other people owning them in order to overcome cultural habits or inhibitions.' This does suggest that advertising is not the only driver to make someone trial a product, they need conformation and acceptance from other people that they should. The last stage of the model is reinforcement which means a consumer may repeat a purchase or reinforce a behaviour if they are satisfied when they trailed the product.
Ehrenberg, A. (2000). Repetitive Advertising and the Consumer.Journal of Advertising Research. 40 (6)
Paxman, L. (2012). Forget the Kate effect, the ONLY way is Essex: Duchess boosts economy by £1bn, but TOWIE makes us spend £1.4bn more Read more: http://www.dailymail.co.uk/femail/article-2093785/Kate-Middleton-boosts-. Available: http://www.dailymail.co.uk/femail/article-2093785/Kate-Middleton-boosts-economy-1bn-TOWIE-makes-spend-1-4bn-more.html.
The AIDA model assumes a person will be influenced by the last advertisement they've seen which he does not agree with, Ehrenberg thinks 'this assumption has led to the use of awareness and recall measures in pretesting and monitoring advertisements. But there is little direct evidence that advertising for established brands works like this'.
I agree with Ehrenberg's belief that people buy things because they want them and then continue buying them because they like them - no amount of advertising is going to persuade a person to buy a product they have tried and didn't enjoy, which is why his model suggests advertising works to create awareness, then a consumer trials the product; if they like it they may continue to purchase and advertising can reinforce the product or brand.
Manufactures don't create needs consumers do, but manufactures do attempt to fill those needs, which brings me on to discuss how consumes drive product sales. Ehrenberg mention's how the growth in the men's toiletries industry is not because of advertising but because of the change in men's fashion. I completely agree with this, I think male grooming has increasing massively not because of advertising but because of the media. Television is full of reality programs like 'The Only Way Is Essex' and 'Made In Chelsea' where the cast all look pristine. A study by The Sun (2012) shows that people have each spent an average of £100 buying into the look of The Only Way Is Essex cast which has added up to a total of £1.4 billion. A fake tan company has seen an increase of 89% in sales and 249% in false eyelashes and fake nails have seen a rise of 567% all since 2010 when The Only Way Is Essex started.
The cast of these shows are brands themselves and have a fan base who will buy into their brand, which in turn helps the economy. These grooming brands have picked up on the trend for grooming products and developed products to meet these needs. This is why Ehrenberg thinks advertising can work to raise awareness of a product and if a consumer wants to try it they will purchase. Ehrenberg states 'to acquire goods, one only needs some money, someone to produce them, and a precedent of other people owning them in order to overcome cultural habits or inhibitions.' This does suggest that advertising is not the only driver to make someone trial a product, they need conformation and acceptance from other people that they should. The last stage of the model is reinforcement which means a consumer may repeat a purchase or reinforce a behaviour if they are satisfied when they trailed the product.
Ehrenberg, A. (2000). Repetitive Advertising and the Consumer.Journal of Advertising Research. 40 (6)
Paxman, L. (2012). Forget the Kate effect, the ONLY way is Essex: Duchess boosts economy by £1bn, but TOWIE makes us spend £1.4bn more Read more: http://www.dailymail.co.uk/femail/article-2093785/Kate-Middleton-boosts-. Available: http://www.dailymail.co.uk/femail/article-2093785/Kate-Middleton-boosts-economy-1bn-TOWIE-makes-spend-1-4bn-more.html.