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A basic premise is that advertising effects occur over time. Marketing communication may not lead to immediate behavioural response or purchase; rather, a series of effects must occur, with each step fulfilled before the consumer can move to the next step in the hierarchy. 3.The information processing modelof advertising effects assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver.The series of steps a receiver goes through in being persuaded constitutes a response hierarchy that is similar to the hierarchy of effects sequence. However, this model includes a step not found in the other models: retention, or the receiver’s ability to retain that portion of the comprehended information that he or she accepts as valid or relevant. Implications of the Traditional Hierarchy ModelsIndividual StepsThe hierarchy models of communication response are useful for promotional planners tomake specific marketing communication decisions for each step. Potential buyers may be at different steps in the hierarchy, so the advertiser will face different sets of communication problems.
The steps within the hierarchy models are intermediate measured of communication effectiveness that guide communication decisions. The marketer needs to know where audience members are on the response hierarchy and makes the appropriate decision Consistent StagesThe three models presented all consistently view response process as involving movement through a sequence of three stages even though the specific steps within a stage may be unique or defined with variation. 1.The cognitive stage represents what the receiver knows or perceives about the particularproduct or brand. This stage includes awareness that the brand exists and knowledge, information, or comprehension about its attributes and so on. 2.The affective stage refers to the receiver’s feeling or affect level (like or dislike) for the particular brand. This stage also includes stronger levels of affect such as desire, preference and so on. 3.The conative or behavioural stage refers to the consumer’s action or behaviours toward the brand such as purchase. Alternative Response Hierarchies The alternative response hierarchies are the standard leaning, dissonance/attribution and low-involvement models. Michael Ray is the inventor of these models The Standard Learning Hierarchy In many purchase situations, the consumer will go through the response process in the sequence depicted by the traditional communication models. Ray terms this a standard learning model, which consist of a learn -> feel -> do sequence. Information and knowledge acquired or learned about the brands are the basis for developing affect, or feelings, that guide what the consumer will do.