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
The assumptions of rational decision making are:
(A) Preferences are not clear
(B) Preferences are not constant and stable
(C) Problem is clear and unambiguous
(D) No time or cost constraint exist
(E) Final choice will maximize pay off
Choose the correct answer from the options below:
Which one of the following is closest to the nature of decision making?
Match List - I with List - II :
List – I
(Decision making Bias)
List – II
(Explanation)
a
Anchoring Bias
i
Represents a case of selective perception
b
Escalation of commitment
ii
Refers to our staying with a decision even if there is clear evidence it’s wrong
c
Confirmation Bias
iii
Tendency to believe falsely, after the outcome is known
d
Hindsight Bias
iv
Tendency to fixate on initial information and fail to adequately adjust for subsequent information
Choose the correct option from those given below:
Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
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:
