HIERARCHY OF EFFECT MODEL

It helps in defining how advertising works in different stages. There are subsequent objectives attached with each stage and has its own importance. It is said that it is not necessary that an organization has to start from the first stage, it depends on the brand penetration in the minds of the customer.

AWARENESS

“I AM PRESENT IN THE MARKET”

It is the first phase where you make your target audience aware about your brand. It is that step where the company provides the right brand knowledge so that a perception is generated. This helps in generating a requisite brand recall and brand recognition.

E.g.

Ford has been running for 6 years for producing the highest quality American cars, No one can make this statement.

Maruti SX4 (Associating it with men, it states that brand is inducing a relevance and building a strong mental association with the target audience)

COMPREHENSION

In this phase you convey the USP of the brand and define the Point of Parity and Point of Difference for the same.

E.g.

Rolce Royce latest print Ad of the new car “Ghost” is an example for Brand focusing on Comprehension and Awareness

CONVICTION

It is the stage where you reinforce your message to build a conviction for the customer who wants to buy your product.

E.g.

Helpage India, Max New York Life, Vodafone latest advertisement on Sharing Credits ( Banging on the inner desire and building conviction for the final purchase of the product.

ACTION

It is the last stage where advertisers announce a sales promotion campaign to make the target audience reach at the Point of Sale. It is done to increase the footfall and final purchase. Information has to be there to signify that why action is taking place.

E.g.

Wall Mart print Ads for conveying the discounts being put up, Beverly Hills polo Club announcing flat 40% discount on apparels and footwear.

“The major shortcoming is to measure the effectiveness, where the shortage of funds does the damage”