Hierarchy of Effects Model
File Image \The Hierarchy of Effects Model was created in 1962 by Robert J Lavidge and Gary A Steiner. The model shows the process by which advertising works, it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or series to actual purchase.The main aim of this tool that serves as a marketing communication tool is to encourage consumers to go through the six steps that end in purchase of product. Robert J Lavidge and Gary A Steiner identified the following steps: Awareness, Knowledge, Liking, Preference, Conviction and Purchase. AWARENESS: This is where the potential customer becomes aware of the product or new brand of a particular product is on the market. A potential customer means he/she is unaware of the product.The customer becomes aware of the product through advertising. For example, when there is a new innovation or product, say, Laura Post Pills, the producer(s) must create awareness about th...