Marketing Communication Models Every Business Graduate Must Know

You hear headlines every day which may be getting your attention. We live in a world full of information and advertisement. This information is delivered through different sources. These sources are that of print media, websites, radio, billboards, TV, and text messages. It includes a lot of effort for producing a message that can attract people. It can simply get your attention. In marketing, you have to make a lot of effort for writing a presentation. You have to put a lot of hard work into emails and in getting your attention as the world of marketing communication is becoming competitive by each day.

Marketing communications are becoming more and more sophisticated. Yet the basics of these models are common. It must attract attention, and persuade someone to take action. This idea remained the same over the year. This is because human nature never changes. Even if technology works wonders, the nature of humans remains the same. This article by presents the major marketing communication model that every business graduate must know.


AIDA is a famous marketing communication model. It ensures that your product or service must grasp the attention of people. This acronym stands for attention, interest, desire, and action. You have to take your audience through these four steps for it. These four steps are significant if you want them to buy your product. We are using a more advanced version of AIDA these days. This new version is known as AIDCA, or AIDEA. In AIDCA, a step of a conviction is a plus point between desire and action. In AIDEA, a step of evidence is added between the aspects of desire and action. People are becoming more and more cynical about the messages of advertising. That is why conviction, or evidence are a must if you want people to buy your product.

Rank’s Model

Ranks model is another effective marketing communication model. It states that as a fresh graduate, you can use two strategies for persuading your audience to buy your product. The first strategy is intensified, and the second one is that of downplaying. This model makes use of positivist qualities while assessing any type of assumption. It is a non-scientific model that has a high-level methodological rigor. This model infers that people will intensify, or downplay their own product or service. You can use four methods for doing so. First, you will intensify your own point of view.

Second, you intensify the will weak side of opposition. Third, you will downplay your own weaknesses. Fourth and last, you will downplay the strong point of your opponents. You can use one of these methods while marketing your product or service. You can market your product in four different ways under this marketing communication model. In the first way, you can stress the best performance of your product or service. In a second way, you can stress the negative performance of products, or services of the competitors. Further, in a third way, you can downplay the weaknesses in your product. In a fourth way, you can downplay good performance of your competitors’ products. You can also buy dissertation online in UK for help with this.


AISDALSLove is another effective marketing communication model. Also, AISDALSLove stands for attention, interest, search, desire, action, like, share, and love. It is a hierarchy of effects models in advertising. Also, it is adapted from the AIDA model. It has been used in the field of business by practitioners. Furthermore, it is also used for measuring the effectiveness of an advertisement.

A for attention represents the first stage of marketing communication where the audience pays attention to the product or service. I represent the stage at which the audience becomes interested in the advertisement. S represents the stage where the audience seeks information about the product. D shows desire, the stage at which the audience has a desire of buying that product after seeing the advertisement. At the stage of action, the audience buys the product or service that they like. L generally represents the like of the customers. It can be exchanged with the dislike of customers.

At this stage, the audience will like, or dislike the product after using it. S for share represents the next stage that comes after likeness, or dislikes. At this stage, the customer’s express, and share their experience. They share their feelings about the products or services that they use. At the last stage of love, the customers, based on the level of satisfaction, share their feeling with other people. At this stage, we can generate long-term feelings towards the product or service.

Related Articles

Back to top button