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
The hierarchy-of-effects theory is an advanced advertising strategy in that it approaches the sale of a good through well-developed, persuasive advertising messages designed to build brand awareness over time. While an immediate purchase would be preferred, companies using this strategy expect consumers to need a longer decision-making process. The goal of advertisers is to guide a potential customer through all six stages of the hierarchy.
Hierarchy-Of-Effects Theory Stages:
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Awareness and knowledge (or cognitive)
Stages are when a consumer is informed about a product or service, and how they process the information they have been given. For advertisers, it is essential to key brand information in this stage in a useful and easily understood fashion that compels the prospective customer to learn more and make a connection with a product.
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The liking and preference (or affective)
Stages are when customers form feelings about a brand, so it is not a time when an advertiser should focus on a product, its positive attributes or technical abilities. Instead, advertisers should attempt to appeal to a consumer’s values, emotions, self-esteem, or lifestyle.
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The conviction and purchase (or cognitive)
Stages focuses on actions. It is when an advertiser attempts to compel a potential customer to act on the information they have learned and emotional connection they have formed with a brand by completing a purchase. It may involve the conversion of doubts about a product or service into an action. In these stages, advertisers should attempt to convince potential customers that they need a product or service, possibly by offering a test drive or sample item. Advertisers should also build a level of trust with them by focusing on the quality, usefulness, and popularity of a product or service.
Hierarchy
- Awareness:
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. Consumers must become aware of the brand. This isn’t as straightforward as it seems. Capturing someone’s attention doesn’t mean they will notice the brand name. Thus, the brand name needs to be made focal to get consumers to become aware. Magazines are full of ads that will capture your attention, but you’ll have trouble easily seeing the brand name.
- Knowledge:
The target audience might have product awareness but not know much more; hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important. What are the brand’s specific appeals, its benefits? 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:
If target members know the product, how do they feel about it? If the audience looks unfavorably towards the product to communicator has to find out why. If the unfavorable view is based on real problems, a communication campaigns alone cannot do the job. For product problem it is necessary to first fix the problem and only then can you communicate its renewed quality.
- Preference:
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. The communicator can check the campaigns success by measuring audience preference before and after the campaign.
- Conviction:
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:
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. This is where consumers make a move to actually search out information or purchase.