Introduction of Hierarchy of Effects Model
Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works. Hierarchy of effects Model can be explained with the help of a pyramid. First the lower level objectives such as awareness, knowledge or comprehension are accomplished. Subsequent objectives may focus on moving prospects to higher levels in the pyramid to elicit desired behavioral responses such as associating feelings with the brand, trial, or regular use etc. it is easier to accomplish ad objectives located at the base of the pyramid than the ones towards the top. The percentage of prospective customers will decline as they move up the pyramid towards more action oriented objectives, such as regular brand use.
What is Hierarchy of Effects
The hierarchy of effects model is a model which tells advertisers to make an advertisement in such a way that the customer goes through all these six stages namely awareness, knowledge, liking, preference, conviction and purchase. It is create by Robert J Lavidge and Gary A Steiner in 1961, the hierarchy of effects model suggests six steps to consumer buying behaviour.
Hierarchy of effects steps with example
- Awareness – This is the most crucial step and the starting point for purchase. Brands must make sure that the consumer is aware of the presence of your brand in a particular product segment. If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Capturing attention doesn’t mean they will notice the brand name.
- Knowledge – This is where your product will be evaluated against other brands by the consumer. Make sure enough positive knowledge is available about your product through the internet, retail stores and the product package itself. the target audience might have product awareness but not know much more; hence this stage involves creating brand knowledge.
- What are the brand’s specific appeals?
- In what way is it different than competitor’s brands?
- Who is the target market?
- These are the types of questions that must be answered if consumers are to achieve the step of brand knowledge.
- Liking – This is where the consumer builds a liking to your product. This is where your product is being considered for its emotional benefits be sure to make them prominent. If target members know the product, how do they feel about it? If the audience looks unfavourably towards the product to communicator has to find out why. For product problem it is necessary to first fix the problem and only then can you communicate its renewed quality.
- Preference – By this time consumer may be convinced to try out your product but may like other brands of product too. So, what is it that will make her prefer XYZ over the other brands? These points of differentiations or unique selling points need to be highlighted to make sure that the consumer likes your brand more than the others in her consideration list. the target audience might like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features.
- Conviction – this is the stage where the doubt in consumers minds about buying the product of your brand needs to be converted into action. Marketers can aid in this step by giving out free samples, test drives etc. this step should also decide if the consumer will stick to your brand i.e., actually buy your brand or switch after testing the sample. A target audience might prefer a particular product but not develop a conviction about buying it. The communicator’s job is to build conviction among the target audience.
- Purchase – The last and the most crucial stage of the consumer buying cycle is the purchase. You need to make sure that purchase experience is easy and perhaps even enjoyable for the consumer. Some of the ways to encourage purchase is by keeping simple and multiple paying options, making the product available easily, easy to understand usage instruction, offers etc. finally, some members of the target audience might have conviction but not quite get around to making the purchase. They may wait for more information or plan to act later.
The communicator must need these consumers to take the final step, perhaps by offering the product at a low price, offering a premium, or letting consumers tried out.
The main aim of this tool that serves as a marketing communication tool is to encourage consumers to go through the six steps that end in purchase of product. It is not necessary that consumer always go through all the six steps but aim is to land a purchase.
