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
- 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
The major advantage of the direct mail marketing is :
- Match the items of List – I with the items of List – II and select the correct code.
List – I List – II (a) Coupons (i) Using one brand to advertise another non-competing brand. (b) Tie-in Promotions (ii) Offers to consumers of savings off the regular price of a product. (c) Cross Promotions (iii) Certificates entitling the bearer to a stated saving on the purchase of a specific product. (d) Price Packs (iv) Two or more brands or companies team up on coupons, refunds, and contests to increase pulling power.
Codes : On which one of the following, the corporate advertising concentrates ?
