Advertising Hierarchy of Effects

A Model for Predictive Measurements of Advertising Effectivenessby

Robert J. LavidgeGary A.Steiner

What is Advertising

What are its functions

What is it supposed to do

7 Steps

Liking

Conviction

Preference

Purchase

Knowledge

Awareness

Unawareness

Advert

Advert

3 Functions

Information& Ideas

Attitudes& Feelings

Action

Liking

Conviction

Preference

Purchase

Knowledge

Awareness

Functions of Advertising Research

Which steps are most important in a particular case

How many people are at each stage

Which people on which steps is it is most important to reach

To Determine

Like the Product

Aware of the Product

Like Product offer

Preference

Conviction

Purchase

Cognitive

Affective

Conative

Information &Ideas

Attitudes & Feelings

Action

Behaviour Movement Functions

Measuring Movement on Steps

Info. QuestionsBrand awareness

Aided Recall

Order of Preference

Projective Techniques

Sales Tests

Intent to Purchase

Liking

Conviction

Preference

Purchase

Knowledge

Awareness

3 Concepts

Realistic Measurement

Measurement of Effectiveness

Changes in Attitudes

Does Advertising cause a Hierarchy of effectsby

William M. Weilbacher

Does Advertising cause Hierarchy of Affects

Why hierarchy -of-advertising-effects models do not providean accurate description of the effects of advertising.

Why these hierarchy-of-advertising effects models are notan accurate conceptualization of how advertising works as amarketing force in the real world.

Why, as long as our thinking about advertising and itseffects is dominated by the hierarchy-of-advertising-effectsframe of mind, it is unlikely that we will ever measure thetrue effects of advertising.

Must be recognized that advertising mustproduce different effects in people. Advertising’s role, therefore, is to makeconsumers more informed about thebrand and more generally favorable to it.

What is Advertising

Liking

Conviction

Preference

Purchase

Knowledge

Awareness

What is AdvertisingSplit opinion

Other factors

What is AdvertisingSponsorship

Psychology

In a typical day a consumer is exposed to literally hundreds, if not thousands, of advertisements

Test Results

Integrated Marketing Communication Process

Conclusion

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementby

Richard E. PettyJohn T. CacioppoDavid Schumann

2 Routes to Persuasion

“Attitudes clearly have become the central focus of consumer behaviour research”

1. The Central Route

Attitude change – person’s persistent consideration of information

Last longer

Predictive behaviour

2. The Peripheral Route

Attitude change – issue/object associated with positive or negative cues“If an expert says it, it must be true”

Temporary

Un-predictive behaviour

When will consumers actively seek and process

product-relevant information, and when will

they be quicker in their analysis of ads?

Hypothesis

High-involvement Low-involvement

Attitudes in response to an ad - effected by Central Route

Attitudes in response to an ad – effected by peripheral route

Communication Effects

High-involvement Low-involvement

1. Cognitions

2. Attitudes

3. Behaviours

1. Cognitions

2. Behaviours

3. Attitudes

Elaboration Likelihood Model

Advertising EffectivenessAdvertising Effectiveness

Fishbein&Ajzen (1981)“The general neglect of

the information contained in a

message…is probably the most serious

problem in communication and

persuasion research”- Fishbein and Ajzen (1981)

Testing ELM

Finally

Thanks

Finally