Kohnes Advertisement Opportunity Model
Proposed by Kurt Kohne, an advertising discussion group leader in the 1980s and early 1990s, Kohnes Advertisement Opportunity Model (KOM) is a value-based approach to advertising that focuses on the needs of consumers rather than the success of advertising campaigns. The core idea behind KOM is that for successful advertising, the advertiser and the audience should share certain values, which are embedded in the product or service that is being advertised. According to Kohne, if the values of the advertiser and the audience do not align, then it is unlikely that any sort of advertisement will be effective.
Based on this premise, KOM proposes that a successful advertisement should not be viewed as an isolated event, but rather as an interaction between the advertiser and the audience. Therefore, it is imperative that the values of the advertiser be communicated in an appropriate way to the audience in order to get their attention and have an effective advertisement. To this end, KOM suggests the use of various advertising strategies such as targeting the right market and tailoring the advertisement to the needs and values of the audience.
In KOM, the concept of value is key. According to Kohne, the value of an advertisement should be based on what is important to the audience. For example, if the audience is primarily interested in buying a specific type of car, then the advertisement should focus on the features and benefits of that car and not on the features of other cars. Additionally, the advertisement should emphasize the value of the car in terms of both its price and its performance.
Additionally, KOM emphasizes the importance of obtaining feedback from the audience to increase the success of an advertisement. This feedback can include surveys, focus groups, and other methods of collecting information about the opinions of the audience. This feedback can then be used to adjust the advertisement to better meet the needs and values of the audience.
KOM has been successful in numerous applications, and its value-centered approach to advertising has helped many businesses to design effective and successful campaigns. KOM is particularly useful in the digital age, where the fragmentation of audiences and the rise of social media have reduced the effectiveness of traditional advertising methods. In the digital age, values-based advertisements are more effective in engaging consumers and gaining their attention. Additionally, it is also easier to collect feedback from the audience than ever before and make adjustments to advertisements accordingly.
KOM is an effective advertising model that focuses on communicating the values of the advertiser to the audience in order to create effective advertisements. It emphasizes the importance of targeting the right audience and tailoring the advertisement to the needs and values of that audience. Additionally, KOM also emphasizes the importance of collecting feedback from the audience in order to adjust the advertisement to improve its efficacy. Finally, KOM has proven to be effective in both traditional and digital media and has been widely used in the advertising industry.
