Analyzing a Bingo Advertisement based on Hierarchy of Effects Model of Communication

Awareness:
If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Thus, the brand name needs to be made focal to get consumers to become aware. The advertisement repeatedly mentions bingo ‘tede mere’ thus repeatedly referring the name of the brand. This will make consumers aware of the name of the brand in the mind of the consumers.

Knowledge:
This is the stage where comprehension of the brand name and what it stands for become important. The advertisement attempts to increase the knowledge of customers by referring to the shape of the bingo snacks. It suggests in the end that no bingo ‘tede mede’ is same and every one of the chips has unique taste and shape. Hence, this advertisement is quite clear in terms of creating brand knowledge and message of the brand.

Liking:
The advertisement seems to be instant likeable due to communication of the message in funny situation. The missing child though found, cannot be verified as same as original, since bingo chips in the original picture are not same as in the new one. This creates instant linking for the brand.

Preference:
The advertisement suggests that bingo chips are unique. It therefore could also be inferred that it should be preferred over other chips.  In this case, the communicator is trying to build consumer preference by promoting uniqueness of the product.  The communicator can check the campaigns success by measuring audience preference before and after the campaign.

Conviction:
The advertisement clearly communicates its message of being different from its competitors. It is quite convincing and can develop conviction for buying.

Purchase:
‘Har stick me alag twist’ develops a curiosity among the buyer regarding ‘alag twist’ or different flavor. A customer after being convinced to buy is very likely to make the purchase decision. Advertising cannot induce immediate behavioral response, rather a series of mental effects must occur with the fulfillment at each stage before progress to the next stage is possible.