2.1 Hierarchy of Effects Approach The hierarchy of effects model clarifies what the goals of an advertising campaign are and thus assists the marketers in determining the best message strategy (Clow and Baack, 2007). The three advertising functions discussed above are related to a classic psychological model which divides behaviour into three components suggesting that there are six steps a consumer moves through when purchasing a product. Table 1, taken from Lavidge and Steiner’s article (1961) provides a good overview of the hierarchy of effects model: Table 1: Hierarchy of Effects Model (Lavidge and Steiner, 1961, p.61) Related Behavioural Movement towards Examples of types of Dimensions the purchase promotion or advertising relevant to various steps CONATIVE PURCHASE Points-of-purchase Retail ads The realm of motives. Deals Ads stimulate or direct chance” offers CONVICTION “Last desires. Price appeals Testimonials AFFECTIVE PREFERENCE Competitive ads Argumentative copy The realm of emotions. ads Ads change attitudes “Image” LIKING Status, glamour appeals and feelings. Announcements COGNITIVE KNOWLEDGE Descriptive copy The realm of thoughts. Classified ads Ads provide information Slogans and jungles and facts. AWARENESS Sky writing Teaser campaigns 1. The cognitive component is a person’s ideas, understanding and mental images about something. It includes the first two steps a consumer moves through when making a purchase: awareness and knowledge.
2.1 Hierarchy of Effects Approach The hierarchy of effects model clarifies what the goals of an advertising campaign are and thus assists the marketers in determining the best message strategy (Clow and Baack, 2007). The three advertising functions discussed above are related to a classic psychological model which divides behaviour into three components suggesting that there are six steps a consumer moves through when purchasing a product. Table 1, taken from Lavidge and Steiner’s article (1961) provides a good overview of the hierarchy of effects model: Table 1: Hierarchy of Effects Model (Lavidge and Steiner, 1961, p.61) Related Behavioural Dimensions Movement towards the purchase Examples of types of promotion or advertising relevant to various steps CONATIVE The realm of motives. Ads stimulate or direct desires. AFFECTIVE The realm of emotions. Ads change attitudes and feelings. COGNITIVE The realm of thoughts. Ads provide information and facts. PURCHASE CONVICTION PREFERENCE LIKING KNOWLEDGE AWARENESS Points-of-purchase Retail ads Deals “Last chance” offers Price appeals Testimonials Competitive ads Argumentative copy “Image” ads Status, glamour appeals Announcements Descriptive copy Classified ads Slogans and jungles Sky writing Teaser campaigns 1. The cognitive component is a person’s ideas, understanding and mental images about something. It includes the first two steps a consumer moves through when making a purchase: awareness and knowledge.
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