What is the Hierarchy-of-Effects Theory?The hierarchy of effects theory refers to a model that shows how advertising influences the decision to either buy or not purchase a given service or product. The theory was founded by two individuals Gray A Steiner and Robert J Lavidge, in 1961. The hierarchy of effect method suggests that investors should create an advertisement where that will result in customers purchasing the advertised products or services. Show
Back to: MARKETING, SALES, ADVERTISING, & PR How does the Hierarchy-of-Effects Theory Work?When it comes to the hierarchy of effects, there is a need for advertisers to understand and employ influential and persuasion skills in the corporate world for successful advertising. It is a marketing strategy with the aim of explaining the processes that are involved right from the time a consumer views the advertised product to its purchase. So, the advertisers job is to ensure that consumers go through the six stages that will result in customers purchasing the product. Though an immediate purchase may be an appropriate option, many companies prefer using a hierarchy of effects theory to give consumers time to make a decision. The advertisers, therefore, have a duty of ensuring that potential customers go through the process successfully. It is about thinking, feeling, and doing the behavior. Stages of Hierarchy-of-Effects TheoryAwareness: This is where the customers come to know the existence of a product through advertisement. It is a challenging stage because there is no surety that the customers will become aware of the product brand after it is advertised. Note that consumers come across so many advertisements every day. So, they are likely to remember a very small fraction of the products brand. Knowledge: This is a stage where advertisers expect customers to gain more information about the advertised product. It can be through product packaging, retail advisors, and the internet. It is an important step, especially in this digital era. Consumers are able to gain knowledge about any product by simply clicking a button. Liking: It is a stage where advertisers have to ensure that the customers like the product. They have to ensure that the features they promote a given product encourage the customer to like it. Preference: There is a possibility of customers liking not just one but more product brands, and they might end up purchasing any of them. Advertisers need to ensure that customers shift their focus from rival products and instead concentrate on their product. To ensure this, it is necessary that they highlight the benefits of their brand, including their unique selling points. This way, customers are able to differentiate the product from the rest. Convictions: At this stage, advertisers should be able to arouse customers desire to purchase the advertised product. To encourage conviction, they can allow potential buyers to test the product. If the product is food, they can give consumers free samples to go and try them out first. In case of a car, they should invite customers for a car driving test. This way, consumers will confident when they finally decide to purchase the product. Purchase: This is a stage where advertisers expect consumers to buy their products. The step should be simple and easy to encourage customers to purchase the product. For example, a website that is slow may discourage online purchases. A complicated payment process can also make consumers shy away from buying a product. Academic Research on Hierarchy-of-Effects TheoryPanel content Advertising MCQ Questions and Answers Part -1 Advertising MCQ Questions and Answers Part -2 Advertising MCQ Questions and Answers Part -3 1. what is advertising? 2. The motive to which an ad is directed, designed to stir a person toward goal the advertiser has set is 3. Handwritten posters in the sixteenth and the seventeenth century which are considered to be the forerunners of advertising are 4. The _______________ is the
foundation of any advertising or marketing campaign. 5. Printed matter that runs over the edges of an outdoor board or a page leaving no margin is known as 6. ______________ became the first full service advertising agency. 7. Typical ad agency clients contain businesses and ________, non-profit organization and government agency. 8. ________ agencies specialize in endorsement of brands in the various social media platforms like blogs, social network sites, Q&A sites, discussion forums, micro blogs etc. 9. This is a hierarchy of effects or sequential model used to explain how advertising works: 10. Palmer opened the first American advertising agency at________ in 1850 11. Dividing the market based on age, income, educational qualification,is known as 12. The problem with implementing many of today’s available security solutions in web advertising are 13. Advertising is affected by ________ forces 14. Any device or word
that identifies the origin of the product,the manufacturer details etc is known as 15. Infomercials are designed to solicit a direct response which is ___________ and are, therefore, a form of direct marketing. 16. Sponsorship belongs to the promotional tool to _________________. 17. A corporate unit may provide equipment for a famous sportsperson or sports team in exchange for ________ 18. _________ is more commonly used to derive benefit from the associations shaped for a company’s brand or image as a result of the support. 19. Copywriting is the act of writing copy for the purpose of selling or marketing a _______, business, or idea. 20. _______ teams for many years relied a great deal on the income from tobacco advertising, reflected in the sponsorship liveries of the teams. 21. Series of messages that divide a single idea and theme which make up an integrated marketing communication.is known as 22. _________ decides on complaints from the general public including government officials, consumer groups, etc., complaints from one advertiser against another. 23. A strap line is a British term used as a less important sentence attached to a ________ name. 24. A longer commercial that mixes entertainment along with information in a program like format is known as 25. Placement of advertisements inside or
outside transportation vehicles is known as 26. Mass marketing is otherwise known as 27. The local ad server was first urbanized and introduced by Net Gravity in January 1996 for delivering online advertising at major publishing sites
such as ________ and guide. 28. A__________ is in charge for selecting media for advertisement assignment on behalf of their customers. 29. ________ is a very rough rendition of a proposed commercial, composed of images and sounds borrowed from other commercials or broadcast materials. ANSWER: C 30. A personal ad is an item or notice conventionally in the ________, similar to a classified ad but personal in life. 31. A television commercial produced from semi-finished artwork, generally used only for test purposes is ________________. 32. _______________ is the number of people or households who are exposed to a medium. 33. The total net audience exposed to prepared periodical, outdoor, television or radio advertising is _____________. 34. A specific period of broadcast
commercial time offered for sale by a station or network for sponsorship is _________________. 35. A _________ is a document the advertiser signs agreeing to stop the objectionable advertising without admitting any wrongdoing. 36. Total coverage by television and radio of a given
geographic area is _________. 37. ___________ is an elaborate booklet, usually bound with a special cover. 38. A system of broadcasting television whereby programs are first tuned in by a community antenna and then distributed to individual homes is______________. 39. ____________ is a promotion piece consisting of one large sheet of paper, generally printed on one side only. 40. Sales of copies of a publication in quantity to one purchaser to be given free by him is known as_________________. 41. Egyptians used
________ to make sales messages and wall posters. 42. ____________ is a process used by an advertiser to reserve a time period with a local station and by a 43. Compensation to a salesperson, agency, etc., as a percent of their sales, is known
as_________. 44. _________ are large structures located in public places which display advertisements to passing 45. ____________ is a term used to define a medium geographical potential.A. Transmitter. 46.
_____________ is a kind of advertising run by a local advertiser in conjunction with a national advertiser. 47. The participation of two or more sponsors in a single broadcast program where each advertiser pays a 48. Letters, folders, reprints, or other material sent through the mails directly to prospective purchases is____________. 49. _________ allows the prospect to respond directly to the advertiser rather than going through a retailer or other middlemen. 50. Advertising in a directory is ______________. What is the hierarchy of effects or sequential model used to explain how advertising works?The hierarchy-of-effects theory is a model of how advertising influences a consumer's decision to purchase or not purchase a product or service. The hierarchy represents the progression of learning and decision-making consumer experiences as a result of advertising.
Which model is used to explain how advertising works?The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is an advertising effect model that identifies the stages that an individual goes through during the process of purchasing a product or service.
Which of the following is hierarchy of effects to explain advertising mcq?AIDA . This is a hierarchy of effects or sequential model used to explain how advertising works:a) ADD.
What is the relationship between the AIDA concept and the hierarchy of effects model?The AIDA model is considered a hierarchy of effects model, which means consumers must move through each stage of the model to complete the desired action. Just like a typical marketing funnel, each stage has fewer consumers than the previous one.
|