Understanding  Hierarchy Of Effects Model

Marketing Communications make use of a variety of tools and techniques to influence consumer behavior towards a specific product or service. One such tool is Advertising, which can create awareness, generate interest, and eventually invoke a purchase. But how does it work? Enter the Hierarchy of Effects Model.

What is the Hierarchy of Effects Model?

The Hierarchy of Effects Model is a theoretical framework that explains the stages a consumer goes through before making a purchase. It was developed in 1961 by advertising scholars Robert Lavidge and Gary Steiner. According to the model, consumers pass through six stages:

1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Why is it important?

Understanding the Hierarchy of Effects Model can help marketers create effective advertising campaigns that resonate with their target audience. By addressing each stage of the model, marketers can guide consumers towards making a purchase.

How is it used in Marketing Communications?

The Hierarchy of Effects Model is used as a guide for developing marketing communications strategies that aim to lead consumers from awareness to purchase. Marketers use different tactics at each stage, such as creating brand awareness through social media ads or providing product demos to build knowledge and preference.

How is it related to Consumer Behavior?

The Hierarchy of Effects Model is closely related to consumer behavior, as it highlights the process consumers go through before making a purchase decision. Understanding this process can help marketers develop strategies that align with consumer behavior and preferences.

How do you measure success using this model?

The success of an advertising campaign can be measured by how well it moves consumers through each stage of the Hierarchy of Effects Model towards making a purchase. Metrics such as website traffic, social media engagement, and sales data can be used to evaluate campaign success.

How does it relate to Branding?

Branding plays an important role in the Hierarchy of Effects Model, as it helps create brand awareness and preference. By developing a strong brand identity and messaging, marketers can increase the chances of consumers moving through each stage of the model towards making a purchase.

Overall, the Hierarchy of Effects Model is a useful tool for understanding consumer behavior and developing effective marketing communications strategies. Marketers can use this model to guide their advertising campaigns and measure success along the way.

References:

1. Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Higher Education.
2. Shimp, T. A. (2019). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Cengage Learning.
3. Armstrong, G., & Kotler, P. (2021). Marketing: An Introduction. Pearson Education.
4. Lavidge, R. J., & Steiner Jr, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.
5. Pickton, D., & Broderick, A. (2005). Integrated marketing communications (Vol. 6). Pearson Education.

So go ahead and use this model to create amazing marketing communications strategies that will bring great results for your brand!