Some Insights in the Historical Prospective of Hierarchy of Effects Model: A Short Review

Abstract

The study emphasized on the role of hierarchy of effects model in advertisement and reviewed its historical background along with different phases. This study clarified the early development phase, modern development phase, some challenges and defenses, and digital phase of the model in detail. The study highlighted different steps of hierarchy of effects model and how it effectively influence customers mind in advertisement. The study mentioned the steps of awareness, interest, desire, action which is also known as AIDA model. The study anticipated that AIDA is the oldest acronym of marketing. It is best, will never change and can be applied to print, social, mobile, online and digital advertising.

Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects

“…The hierarchy-of-effects theory states that the different interactions between consumer and company outline a journey through different stages that get progressively closer to the final goal of the advertiser -i.e. selling the product- (Rehman et al 2014a). Hierarchy-of-effects-based models provide a systematic approach where every stage is clearly identifiable, enabling the separate analysis of each stage (Bauman et al 2008).…”

“…Despite the popularity of these two models and the apparent simplicity of the AIDA model, AIDA has prevailed after every iteration and transformation of media in the last decades; it is the most representative (Huey 1999;Florès 2014;Rehman et al 2014a) and most widely applied (Diehl and Terlutter 2003) hierarchy-of-effects model, and is still considered an appropriate tool to study effectiveness in digital marketing (Ashcroft and Hoey 2001). The following subsections describe each of the stages, establishing the correspondence between stages of the AIDA model and metrics of e-mail marketing effectiveness.…”

“…From a marketing perspective, desire reflects an aspiration to the possession of the product or service being advertised (Hassan et al 2015). Desire involves an emotional state where the consumer believes in the truth of the promotional message (Wijaya 2015), aspires to, and even dreams about the product (Lin and Huang 2006), feeling an inclination toward purchasing it (Rehman et al 2014a). The stronger the feeling of desire, the higher the purchasing intention and, consequently, the higher the chances that the consumer reaches the next stage (Mihart 2012).…”

“…Every marketing campaign pursues some goal, such as completing a form or consumption of information. Most commonly, the main objective is to sell a product, and therefore the action is generally associated with the purchase of the product (Rehman et al 2014a). From a psychological perspective, action develops at a behavioral level (Wijaya 2015) and reflects a successful completion of the cognitive process designed by the advertiser (Ghirvu 2013).…”

The Influence of Information Access, Knowledge, Perception of Family Planning’s Risks, and Husband’s Support on Interest of Using Contraception for Unmet Need Group

“…The previous research have been confirmed that interest is influenced by access to information, knowledge, and perception of contraception for birth control risks. Some information that had been spread by media to increase knowledge is called information access (Rehman, Javed, Nawaz, Ahmed, & Hyder, 2014). Information access that has been received by couples of reproductive age (Pasangan Usia Subur/PUS), women of reproductive age (Wanita Usia Subur/WUS), adolescents, and family in according to the performance of the Population, Family Planning and Family Development (Kependudukan, Keluarga Berencana, dan Pembangunan Keluarga/KKBPK) program through mass media (print, electronic), outdoor media (poster, leaflets, flipcharts, banners), and traditional media were still low (BKKBN 2017 Survey).…”