ING Marketing Strategy

Lets see ING advertisement form the point of DAGMAR approach. Here I will be discussing various stages of DAGMAR approach i.e. Hierarchy of effects model.

The Hierarchy of Effects model is as under:

1.UNAWARE
ING first started with cosponsoring Renault road show on 9th November and then followed by launching print ad as well as commercial for the same as under:

ING ad

This is where we can say that consumer as no knowledge and ING wanted to increase awareness of the consumer.

ad by Govt.

Commercial(awareness)

2.AWARE
Once the awareness was increased the next stage was to tell them about their services in more detail and try to position. Here is again one more ad which again has objective to increase awareness and position as friendly bank.


3.1.COMPREHENSION
Here the main object was to aware consumer about the services(ATM) and how it differs from other.

ING ad (ATM)

3.2.IMAGE BUILDING
Once the attributes/services are been informed then next stage is of building Image of the company. In following advertisement ING is trying to position itself.

Recent ad (image building)

.