Q uestion 2 explain the hierarchy of effects model

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Q UESTION 2 Explain the hierarchy of effects model and its implications for advertising. BSBADV602 Develop an advertising campaign
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The hierarchy-of-effects theory is a model of how advertising influences a consumer's decision to purchase or not purchase a product or service. The hierarchy represents the progression of learning and decision-making consumer experiences as a result of advertising. A hierarchy-of- effects model is used to set up a structured series of advertising message objectives for a particular product, to build 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. Q UESTION 3 Explain the implications of the theory Encoding Variability Hypothesis for advertising effectiveness. This theory contends that people’s memories for information are enhanced when multiple pathways, or connections, are created between the object to be remembered and the information about the object that is to be remembered. The brand represents the object to be remembered, and the brand’s attributes and benefits form information about the object. Advertising can create multiple pathways and so enhance memory for the advertised information by varying at least two aspects of the advertising execution, that is the advertising message itself and the advertising medium used to transmit the marketing message. Q UESTION 4 Explain the key features of the unique selling proposition strategy for advertising. A small-business owner creates a unique selling proposition by identifying what is different and better about his product or service offering and clearly presenting these differences to his target customers. Differentiating a business through presenting the unique selling proposition increases the probability customers will choose to buy from him rather than from competitors. Not clearly presenting a unique selling proposition to the marketplace can limit the company’s potential growth to the growth rate of its overall market. Q UESTION 5 Explain resonance strategy for effective advertising. Resonance is where an advertisement reflects the target audience’s life experiences. Resonant advertising strategy extends from research, and structures an advertising campaign to reflect, the consumer values and lifestyle orientation of the intended market segment. Resonant advertising does not focus on product claims or brand images, instead it presents circumstances or situations in the real or imagined experiences of the target audience. Advertising based on this strategy attempts to reflect the life experiences in an advertisement with the target audience’s stored experiences. For example, when most people think of moving house, they think of untidiness, difficulty and hassle; as such, advertisers can market the fact that they can provide an easy, tidy and hassle-free solution to the problem of moving.
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