The Development of Hierarchy of Effects Model in Advertising

Abstract

This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA's hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest developments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA's hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/ hate). A lot of interesting advertisings were born not only from unexpected creative concept, but was also executed with advanced final touch or crafting.Similarly with the power of strategy which is not as simple as before, for which to inform and persuade people to buy the product. Now, advertising is also used for a more meaningful purpose, which is building the brand and attaching values, either tangible or intangible so that the consumers become loyal and even love or have a sense of belonging to the brand. Advertising / 73 -85 International Research Journal of Business Studies vol. V no. 01 (2012) 2011). Hence whatever the form or communication activities that are directed to create perceptions or certain meanings toward something (product, person, institution, etc.), then it can be defined as advertising.In short, modern advertising is strategic communication that aims to accomplish something -to create impact, by which we mean a certain consumer response, such as understanding information or persuading someone to do something (Moriarty et al., 2009: 55). To achieve that consumer response, an advertising strategy is driven by objectives (statements of desired consumer response), and these objectives can be measured to determine whether the advertising was effective. -77 --76 - Advertising / 73 -85 International Research Journal of Business Studies vol. V no. 01 (2012) Lavidge and Steiner (1961) and Wells et al. (1965) were also trying to represent the communication process in their hierarchy models as shown below. Bambang Sukma Wijaya / The Development of Hierarchy of Effects Model inLavidge and Steiner believed that advertising was an investment in a long-term process that moved consumers over time through a variety of stair-step stages, beginning with product 'unawareness' and moving ultimately to actual purchase (Barry & Howard, 1990: 99). Theref...

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“…Ultimately, the final goal of advertising is revenue generation (Lavidge and Steiner 1961) or, at least, market share growth (Rehman et al 2014b). Because the three key domains of advertising are perception, education and persuasion (Moriarty 1983), advertisements aim at generating cognitive, emotional and conative responses (Maclnnis and Jaworski 1989; Smith, Chen and Yang 2008) through a persuasive process that can be interpreted as educational (Moriarty 1983;Wijaya 2015).…”

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