page_title: Advertising management
section_title: Hierarchy of effects models
hierarchical_section_title: Advertising management / Theories of advertising effects / Hierarchy of effects models
caption_attribution_description: English: original diagram based on well-known concept
context_page_description: Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.
  Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
  Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to that communicate the corporation's values in an effort to influence public opinion.
context_section_description: Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages culminating in the purchase decision. The common theme among these models is that advertising operates as a stimulus and the purchase decision is a response. A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and AIDA and other variants. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory, and that, of these models, the AIDA model is one of the most widely applied.
  The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption).
  Awareness –  The consumer becomes aware of a category, product or brand (usually through advertising)
  ↓
  Interest  –  The consumer becomes interested by considering the brand's fit with the consumer's lifestyle
  ↓
  Desire     –  The consumer develops a favorable (or unfavorable) disposition towards the brand
  ↓
  Action –  The consumer forms a purchase intention or actually makes a purchase
  As consumers move through the hierarchy of effects they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence. The underlying behavioral sequence for all hierarchy models is as follows:
  Cognition (Awareness/learning) → Affect (Feeling/ interest/ desire)→ Behavior (Action e.g. purchase/ consumption/ usage/ sharing information)
  The literature offers numerous variations on the basic path to persuasion. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes Cognition- Affect- Behaviour. Some of these newer models have been adapted to accommodate consumer's digital media habits. 
  Selected hierarchical models follow:
  Basic AIDA model: Awareness→ Interest→ Desire→ Action
  Modified AIDA model: Awareness→ Interest→ Conviction →Desire→ Action
  AIDAS Model: Attention → Interest → Desire → Action → Satisfaction
  AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action → Like/dislike→ Share → Love/ Hate
  Lavidge et al.'s Hierarchy of Effects: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase
  DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction → Action
  Rossiter and Percy's Communications Effects: Category Need → Brand Awareness → Brand Preference (Ab) → Purchase Intent→ Purchase Facilitation
  All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention. The process of moving consumers from purchase intention to actual sales is known as conversion. While advertising is an excellent tool for creating awareness, brand attitude and purchase intent, it usually requires support from other elements in the promotion mix and the marketing program to convert purchase intent into an actual sale. Many different techniques can be used to convert interest into sales including special price offers, special promotional offers, attractive trade-in terms, guarantees or a strong call-to-action as part of the advertising message.
  In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a product or brand life-cycle. Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle. For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market as quickly as practical. When the desired levels of 
caption: The Purchase Funnel indicates that awareness is a necessary precondition for purchase
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