A Review of the Hierarchy of Effects Models
A REVIEW OF THE HIERARCHY OF EFFECTS MODELS
HOW CAN THE THEORY BE USED TO DEVELOP MARKETING STRATEGIES FOR LAUNCHING A NEW MODEL MOTOR CAR AND CAMPAIGNS FOR SAFER DRIVING?
Abstract
With advertising being such a large source of expenditure for firms, there has been a plethora of postulation's put forward in order to determine how advertising works, and how it influences consumer behaviour. Most importantly studies have been conducted in order to discover, what constitutes advertising effectiveness. Much of the literature has focused on the Hierarchy Of Effects concept, which proposes that consumers pass through cognitive steps as they move towards a purchase action. An understanding of the way advertising can affect consumers is vital in order to produce successful advertising and marketing campaigns.
Statement of problem
The study of Hierarchy of Effects model is important because it helps advertisers set guidelines on how to effectively target consumers with their advertisements so that a consumer may purchase a brand or product. However the main issue is that consumers do not make purchase decisions solely on their reactions to an advertisement. There are many factors that lead to purchase decisions which relevant advertisements cannot target. For example, consumers spot buy, may have had bad experiences with the product in the past and can be so loyal to a brand that any amount of advertising will not change there awareness of other brand in the market place. Regardless of how advertising campaigns are structured consumers are unpredictable and the feelings evoked in one consumer may not be the same as the feelings of another when exposed to the same advertisement. No amount of study of any model can help advertisers accurately predict how a consumer will react and behave.
Historical perspective of the Hierarchy Of Effects concept
St. Elmo Lewis (1898) presented a model which attempted to explain how personal selling works. This
HOW CAN THE THEORY BE USED TO DEVELOP MARKETING STRATEGIES FOR LAUNCHING A NEW MODEL MOTOR CAR AND CAMPAIGNS FOR SAFER DRIVING?
Abstract
With advertising being such a large source of expenditure for firms, there has been a plethora of postulation's put forward in order to determine how advertising works, and how it influences consumer behaviour. Most importantly studies have been conducted in order to discover, what constitutes advertising effectiveness. Much of the literature has focused on the Hierarchy Of Effects concept, which proposes that consumers pass through cognitive steps as they move towards a purchase action. An understanding of the way advertising can affect consumers is vital in order to produce successful advertising and marketing campaigns.
Statement of problem
The study of Hierarchy of Effects model is important because it helps advertisers set guidelines on how to effectively target consumers with their advertisements so that a consumer may purchase a brand or product. However the main issue is that consumers do not make purchase decisions solely on their reactions to an advertisement. There are many factors that lead to purchase decisions which relevant advertisements cannot target. For example, consumers spot buy, may have had bad experiences with the product in the past and can be so loyal to a brand that any amount of advertising will not change there awareness of other brand in the market place. Regardless of how advertising campaigns are structured consumers are unpredictable and the feelings evoked in one consumer may not be the same as the feelings of another when exposed to the same advertisement. No amount of study of any model can help advertisers accurately predict how a consumer will react and behave.
Historical perspective of the Hierarchy Of Effects concept
St. Elmo Lewis (1898) presented a model which attempted to explain how personal selling works. This