- A hierarchical representation of how advertising influences a consumer's decision to purchase or not purchase a product or service over time. The hierarchy-of-effects theory is used to set up a structured series of advertising message objectives for a particular product, with the goal of building upon each successive objective until a sale is ultimately made.
The objectives of a campaign are (in order of delivery): awareness, knowledge, liking, preference, conviction and purchase.
The hierarchy-of-effects theory is an advanced advertising strategy in that it approaches the sale of a good through well-developed, persuasive advertising messages designed to build brand awareness over time. While an immediate purchase would be preferred, companies using this strategy expect consumers to need a longer decision-making process.
Investment dictionary. Academic. 2012.
Look at other dictionaries:
Effects of MDMA on the human body — This article discusses the effects of MDMA (3,4 methylenedioxy N methylamphetamine, commonly known as Ecstasy ) on the human brain and body. More general information on MDMA, such as history and legal status, can be found in the main entry for… … Wikipedia
Theory of cognitive development — The Theory of Cognitive Development (one of the most historically influential theories) was developed by Jean Piaget, a Swiss Philosopher (1896–1980). His genetic epistemological theory provided many central concepts in the field of developmental … Wikipedia
Optimality theory — (frequently abbreviated OT) is a linguistic model proposing that the observed forms of language arise from the interaction between conflicting constraints. OT models grammars as systems that provide mappings from inputs to outputs; typically, the … Wikipedia
set theory — the branch of mathematics that deals with relations between sets. [1940 45] * * * Branch of mathematics that deals with the properties of sets. It is most valuable as applied to other areas of mathematics, which borrow from and adapt its… … Universalium
Conspiracy theory — For other uses, see Conspiracy theory (disambiguation). For a list of conspiracy theories, see List of conspiracy theories. A conspiracy theory explains an event as being the result of an alleged plot by a covert group or organization or, more… … Wikipedia
Grand Unified Theory — For the album, see Grand Unification (album). Beyond the Standard Model … Wikipedia
New World Order (conspiracy theory) — This article is about the use of the term New World Order in conspiracy theory. For other uses, see New World Order. The reverse side of the Grea … Wikipedia
Quantum field theory — In quantum field theory (QFT) the forces between particles are mediated by other particles. For instance, the electromagnetic force between two electrons is caused by an exchange of photons. But quantum field theory applies to all fundamental… … Wikipedia
Little hierarchy problem — In MSSM, the little hierarchy problem is a refinement of the hierarchy problem, namely a puzzle whose existence is already pretty well established. According to quantum field theory, the mass of the Higgs boson must be pretty light for the… … Wikipedia
Alt.* hierarchy — The alt.* hierarchy is a major class of newsgroups in Usenet, containing all newsgroups whose name begins with alt. , organized hierarchically. The alt.* hierarchy is not confined to newsgroups of any specific subject or type, although in… … Wikipedia