The Lavidge And Steiner's Hierarchy Of Effects Model

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The Lavidge and Steiner’s hierarchy of effects model (1961) was developed to show the process of how advertising works. Lavidge and Steiner believed that advertising is a long term process that moves consumers over time through a series of six stages. It is based on the classic hierarchy of effects structure; cognition (thinking), affect (feeling), and conation (doing). Lavidge and Steiner 's model breaks these three stages down starting with: Awareness (cognitive/thinking): a customer who is completely unaware of the product becomes aware of its existence. Knowledge (cognitive/thinking): The consumer learns about the products features and benefits. Liking (affective/feeling): The consumers attitude towards the product becomes positive. Preference It focuses on attracting the attention of people and then trying to persuade them into taking action and purchasing the product. It works in a very linear way, step by step. Because of its simplicity, it is easy to see which ads AIDA can be applied to. For example a print ad that would comply with the AIDA model would have an attention grabbing image or headline, something that stands out and catches the eye. It would then have some copy or non verbal communication with information in order to create some interest. Followed by a suggestion of how the consumer could benefit, or a direct appeal to the consumer perhaps through the use of personal pronouns, or even associating the brand with a cool reputation to create desire. Then finally a website, place, date, or name for the consumer to use in order to take action.
The AIDA model relies on advertising satisfaction for a human need, you could say this is how advertising works. Ads appeal to consumers to show them how their product can satisfy the consumers needs. Without the desire stage of AIDA the consumer can’t move onto the action stage and purchase the product. Ads create desire by appealing to a consumers personal needs and The model can also be easily applied to significant purchases, but not so easily applied to meaningless ‘spontaneous’ purchases. For example, if you see an ad for chewing gum it is not likely to make you take action and go out and buy the product or actively look for the product next time you are shopping, but it is more likely that the ad would 've raised your awareness of the product and when you were out and decided you wanted gum you recognised the gum and bought it because it was the one you were most familiar with. Thus entirely ignoring the interest, desire, and action parts of the AIDA model. The AIDA model is more of a technique used in advertising and by salesmen than a theory on how advertising actually works, but it has shown to be effective and work as many successful ads exist that comply with the model, which does support the view that advertising is a strong force that compels a passive consumer to take action and purchase a

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