Question

When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.

Answer 1

Answer: hierarchy of effects

Explanation:

The Hierarchy of Effects model which was created by Robert J Lavidge and Gary A Steiner in 1961 posits that advertisers should design adverts in such a way that the intended individuals go through 6 stages being;

a) Awareness - customer should be aware of the brand

b) Knowledge - ensure that positive knowledge about the brand is widespread

c) Liking - Prop up the emotional benefits of the brand to make people like it

d) Preference - Ensure that the points that make your brand different from other similar brands are well communicated so that the individual builds a preference

e) Conviction - the doubt in the individuals' mind must be removed here.

f) Purchase - most crucial stage. Here the product needs to be sold in a hassle free way to the consumer.