Hierarchy of Effects Model: Marketing Communication Stages
The Hierarchy of Effects model outlines the steps a consumer goes through from first becoming aware of a product or brand to making a purchase decision. Understanding this sequence is crucial for designing effective marketing communication strategies.
Correct Sequence Explained
The established order of the Hierarchy of Effects model, reflecting the consumer's journey, is as follows:
- Awareness: The consumer first learns about the existence of the product or brand.
- Knowledge: The consumer seeks or obtains information about the product's features and benefits.
- Liking: The consumer forms a favorable attitude or feeling towards the product based on the acquired knowledge.
- Preference: The consumer develops a preference for the specific product over competing alternatives.
- Conviction: The consumer becomes convinced that they should purchase the product.
- Purchase: The consumer takes the action to buy the product.
Therefore, the correct sequence is represented as:
$Awareness $\rightarrow$ Knowledge $\rightarrow$ Liking $\rightarrow$ Preference $\rightarrow$ Conviction $\rightarrow$ Purchase$
Important Questions from Promotion decisions
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
- Emotional appeal is one of the types of advertising appeals, based on three ideas, namely
A. Rational appeals generally go unnoticed
B. Consumers watch all ads
C. It can capture attention and foster an attachment
D. Consumers ignore most ads
E. Rational appeal generally gets noticed
Choose the correct answer from the options given below - Assertion (A): Movie stars and sporting heroes are popularly used as Brand ambassadors.
Reason (R) : Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
Codes : Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
