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Information Processing Model | Presentation | Attention | Comprehension | Yielding | Retention | Behavior |


William McGuire developed IP Model which assumes that the advertising audiences are information processors and problem-solving. This model is like the other response hierarchy models that explain how a customer go through six phases to take the final decision of purchase.

1.) Presentation

Presentation is the phase where customer are make aware about the product, that there is a new product available in the market. In this stage, advertising has to highlight the feature and benefits of the new product. It will help the customer to differentiate the product with an old product or competitor product.


2.) Attention

The product must attract the consumer's attention. This is done via the advertising materials. It is a type of eyecatcher.

To grab peoples attention, you have these weapons.

3.) Comprehension

Customers evaluate the product in depth. Customers take analyses that are there any products available in the market with the same feature or benefits. What will be the price of this product if I buy it?


4.) Yielding

 This step is about assuring that the customer likes your product.

The word likingshould not be confused with an emotional attachment with the product. In this case, liking refers to the consumer viewing some positive benefits associated with the brand. For Example, it is available, it looks like a good product, its a healthy product, it fits with my budget, and so on.


5.) Retention

Retention refer to the ability of the consumer to accept and store in memory the relevant information about the product or service. Retention of information is important because most advertising is designed to motivate the customer. It does not happen immediately but used later time to make the purchase decision.


6.) Behavior

Behavior is the final phase of the Information Processing Model. This stage includes the purchase of products and services. Purchase can be offline or online both. This stage describes that the purpose of advertising gets fulfill and it convinces the customer to purchase the product.


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