Advertising Hierarchy of Effects
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Presentation of 3 Article on the Hierarchy of effects in advertising completed by myself and two others.
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Advertising Hierarchy of Effects
- 2. A Model for Predictive Measurements of Advertising Effectiveness by Robert J. Lavidge Gary A.Steiner
- 3. What is Advertising What is it supposed to do What are its functions
- 4. 7 Steps Purchase Conviction Preference Liking Knowledge Awareness Unawareness
- 5. Advert
- 6. Advert
- 7. 3 Functions Purchase Action Conviction Preference Attitudes & Feelings Liking Knowledge Information Awareness & Ideas
- 8. Functions of Advertising Research To Determine Which steps are most important in a particular case How many people are at each stage Which people on which steps is it is most important to reach
- 9. Behaviour Movement Functions Purchase Conative Action Conviction Preference Affective Attitudes & Feelings Like the Product Like Product offer Information Cognitive &Ideas Aware of the Product
- 10. Measuring Movement on Steps Sales Tests Purchase Intent to Purchase Conviction Order of Preference Preference Projective Liking Techniques Knowledge Info. Questions Brand awareness Awareness Aided Recall
- 11. 3 Concepts Realistic Measurement Measurement of Effectiveness Changes in Attitudes
- 12. Does Advertising cause a Hierarchy of effects by William M. Weilbacher
- 13. Does Advertising cause Hierarchy of Affects Why hierarchy -of-advertising-effects models do not provide an accurate description of the effects of advertising. Why these hierarchy-of-advertising effects models are not an accurate conceptualization of how advertising works as a marketing force in the real world. Why, as long as our thinking about advertising and its effects is dominated by the hierarchy-of-advertising-effects frame of mind, it is unlikely that we will ever measure the true effects of advertising.
- 14. Must be recognized that advertising must produce different effects in people. Advertising’s role, therefore, is to make consumers more informed about the brand and more generally favorable to it.
- 15. What is Advertising Purchase Conviction Preference Liking Knowledge Awareness
- 16. Split opinion What is Advertising
- 17. Other factors
- 18. Sponsorship What is Advertising
- 19. Psychology
- 20. In a typical day a consumer is exposed to literally hundreds, if not thousands, of advertisements
- 21. Test Results
- 22. Integrated Marketing Communication Process
- 23. Conclusion
- 24. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement by Richard E. Petty John T. Cacioppo David Schumann
- 25. 2 Routes to Persuasion “Attitudes clearly have become the central focus of consumer behaviour research”
- 26. 1. The Central Route Attitude change – person’s persistent consideration of information Last longer Predictive behaviour
- 27. 2. The Peripheral Route Attitude change – issue/object associated with positive or negative cues “If an expert says it, it must be true” Temporary Un-predictive behaviour
- 28. When will consumers actively seek and process product-relevant information, and when will they be quicker in their analysis of ads?
- 29. Hypothesis High-involvement Low-involvement Attitudes in response to Attitudes in response an ad - effected by to an ad – effected by Central Route peripheral route
- 30. Communication Effects High-involvement Low-involvement 1. Cognitions 1. Cognitions 2. Attitudes 2. Behaviours 3. Behaviours 3. Attitudes
- 33. Fishbein&Ajzen (1981) “The general neglect of the information contained in a message…is probably the most serious problem in communication and persuasion research” - Fishbein and Ajzen (1981)
- 34. Testing ELM
- 35. Finally
- 36. Finally Thanks
Editor's Notes
- The ultimate function of advertising is to help produce sales. But advertising will nearly never be able to be designed in a way in which it produces immediate results. Considering this, immediate results are an ineffective way of measuring advertising effectiveness. This means that much of advertisings effects are seen in the long term. This does not mean however that you have to adopt a wait and see mentality. If there are going to changes and results in the long term something has to happen in the short term.
- Advertising cannot have an instant impact as rarely do customers go from people unaware of a product too convinced purchasers in short periods of time. Customers go through a series of steps with the final one being the decision to purchase. There are seven steps in total and advertising is the process of trying to move people along these. The seven steps are: Unaware of productAware of productKnow the product offerLike the product offerPrefer the product offerConviction to buy the productPurchase of the productThese steps do not have a set length of time. In some cases a customer weill fly past the first few steps but may not neccesarily make the final purchase. For larger purchases such as cars the process tends to be longer. This does mean that products which have less meaning and are not a real financial consideration can go straight to the top of the steps.Taking into consideration different industries different requirements, advertisers have different objectives depending on the produc. These range from a “buy now” awareness advertising.
- 3 FunctionsAdvertising has three main functions and these can be divided so that they fit the seven steps model. The only difference is that the bottom step “unaware of the product” is left out. The first two steps are awareness and knowledge and these relate to the function of information and ideas.The second two steps, liking and preference have to do with the function Attitudes and feelings.The final steps, conviction & purchase are there to produce Action
- The functions of Advertising ResearchDetermine which are the most relevant stepsHow many people are at which steps of the processDetermine which people are the most important to the company We can then evaluate the extent to which advertising suceeds in moving people up the steps.With regard most products there are any number of given steps you could take to try move them up steps.These advertising effectiveness measurements are then categorized into two sectionsThey are overall measurements which is concerned with measuring the results and movement on the purchase steps.Segment measurements this is concerend about relative effectiveness of various means of moving people up the purchase steps.
- Mesauring MovementMany common measurements of advertising effectiveness have been concerned with either the first or the last stage of the process. This is because they are relativley eas y to gauge. For the fisrt steps surveys to find the level of brand awreness can be applied whil information and measures of purchase can be used to find out about the later stages. What is more difficult to get information on are the middle steps. For these middle steps semantic differentials and adjective checklists are the most effective ways of gathering relevant data.
- Three ConceptsRealistic measurement - It is helpful to think of advertising as a force which if succesful moves people up the stepsMeasurement of effectiveness - It is important that this is carried out at all stages of the ladder and not just for the beginning and later stages.Changes in attitudes - Towards changes in image and how those potential image shifts relate to movement on the steps
- This paper starts by discussing 3 general questions about hierarchy models of advertising effects. Advertising is generally seen as a means of communicating persuasively with consumers.If this communication results with a sale of the product well then the advertising is seen to have been a success and if such sales do not happen well then the advertising is judged to not have worked.It’s important to understand from the start just what specific kinds of effects should advertising strive to produce?
- These two points highlight the role that advertising must do. Advertising, must produce some sore of mental change in the consumer.The consumer must think differently about the brand after being exposed to successful advertising. This exact theory for years has been described to as the “Hierarchy-of-advertising effects’ advertising is purely responsible for creating a series of successive responses from individual consumers, that lead on to completed sales.
- The basic idea of Hierarchy of advertising effects was firstly written by Albert Frey (1947).Frey suggested that those who create advertising must understand the mental steps through which consumers as they first learn about and then demand the advertised merchandise. The people behind the planning and building of the advertisement must make sure their task consists of the following steps. Attracting attention to the advertisement Highlighting it with qualities that will hold the interest of possible customersPresenting such attractive appeal that it will create consumer acceptance, and better still, consumer-preference or consumer- demand for the merchandise
- Hierarchy of advertising effects.If the consumer has never heard of the brand, advertising must cause brand awarenessAdvertising must arouse interestMust describe the characteristics both physical and ephemeral so that the consumer will understand and fully appreciate themOnce the consumer is aware of the brands characteristics the advertising must convince that the brand is superior Finally, the consumer purchases the product
- The hierarchy of effects model has been widely praised as the accepted advertising model since its creation.However, in spite of the enthusiasm with which the marketing community has embraced it, there is still no specific evidence that the model accurately reflects the way in which advertising works. The most that can be said about the hierarchy-of-advertising-effects models is that it has been in the marketing/advertising atmosphere for over 100 years and that no comprehensive alternative model of how advertising works has ever gained general acceptance in the marketing community.However, this paper introduces new ways of thinking about marketing communication which purports to rival the hierarchy of effects model.
- Its important to note that although this hierarchy-of-effects model suggests that purchase action is the ultimate goal of advertising, advertising is not solely responsible among marketing activities for causing sales. Other factors that contribute to the final sale are: The product must be competitively excellent It must be conveniently available to consumersIts package design must be attractive and functional and most importantly it must be supported by personal selling, supported by promotion and supported by publicity
- There are at least 4 main reasons why the hierarchy models of advertising effects fail to accurately describe how marketing works in reality. The only form of marketing communications that the model is concerned with is advertising. Much more factors play a vital role such as sponsored events and celebrity endorsements. e.g. Mercedes-Benz sponsors various professional tennis tournaments, As a result of these sponsorships the M B star logo appears in every sponsored tennis match. All the spectators of such matches including tv audience's are exposed continuously to the M B symbol in the context of professional tennis tournaments. The consumer is continuously immersed in brand sponsored communications that differ from content controlled advertising.
- Another problem with the Hierarchy of effects model is that consumers simply do not think and act as behaviorist psychology would have us believe.In thinking about the hierarchy of advertising effects in psychological terms a distinction must be made between the behaviorist formulation of human behaviour and the burgeoning understanding of human thought and behaviour process’s. If a specific aspect of consumer behaviour like interacting with advertising-is formulated in terms of a psychological theory that is simply not ture, we are left with an understanding that is both incorrect and inapplicable to the real human behaviour we are trying to understand.
- Hierarchy models assume that all advertisements have identical specific effects. E.g. the consumer might see a long-copy print advertisement for a brand that is packed with descriptions of brand features and benefits, 30 minutes later they might see a 30 sec long TV commercial for another competing brand that makes little or no attempt to deliver rational arguments about their superiority over their competitors. So, how could these two adverts produce the same patterns of effects in the readers? Much of the creative mystique of advertising depends upon the idea that advertisements for a brand must be strikingly different from competitive ads if they have any chance of successfully influencing consumers. In fact , the content of adverts vary as the creative is always striving for a particular rather than a uniform response.
- The hierarchy of effects model has no definite way of showing if it works or not. A huge problem in the advertising/marketing world is if a measurement can be made of a construct, then the fact of the measurement proves the construct to be true. So clearly these measurements are constant with the hierarchy-of-advertising effects model which shows it to be a definite way of showing results. Tests carried out by the chairman of the Bates advertising agency, Rosser Reeves, where they found out the exact number of people who remembered the advertising of a big brand in which Bates agency handled from a large scale sample of people. 50% knew it and 50% did not, they kept the names and contact details of all the people and 6 months later while the advertising campaign was still running went back to the same sample of people. They were astonished to discover that the half that had originally known their campaign had forgotten it and the other half who did not known now could recall and describe it. Its difficult to interpret a result like this on the basis of the hierarchy-of-advertising-effects model of advertising effectiveness.
- Its now very widely known that the human brain is a very complex organism. When we think about a particular brand, we synthesize all our stored memories from marketing information about that brand and if we have any actual experience of the brand, with that brand experience.Its now clear that cognitive psychologists have a clear understanding of what exactly happens in the brain to produce the mental processes by which, as individuals, we perceive, learn, remember, and act.This means that we may never be able to measure, let alone understand, the specific effects of marketing communications, including advertising, to which individual consumers are exposed. Therefore we might have to conclude that ultimately, marketing communications may not depend on what marketers know and discover but instead what cognitive scientists do to expand our understanding of the brain and how exactly it interacts with its environment.
- It’s vital to look at this new way of thinking about marketing communication which is Integrated marketing communications. This is content controlled and noncontent controlled brand name appearances based on the notion that all forms of marketing communications should carry the same message to the consumer.There should be one personality, one benefit and one selling idea.
- Finally, we may have to give up our obsession with trying to measure communications effects by asking consumers questions about subjects that have not been validly connected to marketing results.We are never going to know the secret of perfect marketing until we know just how complex processing information about experiences with brands occur in the human brain. We hope that the answers will lie in controlled market tests and single or group experiments where all the marketing factors except marketing communications are controlled. But wherever the answers lie we must move beyond a dependence on hierarchy models of advertising effects to explain the effects upon consumers and their behaviour. This paper gave no recommendation for furthers research on the topic other than moving away from the dependence of hierarchy models.
- Over the past 30 years or so, there have been a number of studies conducted in an aim to understand the consumers’ evaluations of issues, candidates, and products are influenced by advertising. According to Kassarjian and Kassarjian (1979), “attitudes clearly have become the central focus of consumer behaviour research”The authors suggest that even though the different theories of persuasion possess different terminologies, claims, underlying motives and particular “effects”, they all outline one of two very distinct routes to persuasion.
- The central route views attitude change as resulting from a person’s persistent consideration of information that they feel is central to the true benefit of a particular attitudinal processIn other words, it means being persuaded by the arguments or content of the message. E.g. in a political debate, a person may be persuaded by the arguments of a particular candidate.Attitude changes that arise from the central route are said to last longer and are predictive in behaviourThe theoretical approaches following this route emphasize the following factors;Cognitive justification of attitude discrepant behaviourComprehension, learning, and retention of issue- or product-relevant informationNature of a person’s idiosyncratic cognitive responses to external communicationsManner in which a person combines/integrates issue- or product-relevant beliefs into an overall evaluative reaction
- The peripheral route occurs no because an individual has personally considered the pros and cons of this issue, but because the attitude issue or object is associated with positive or negative cues, or because the person makes a simple inference about the benefits of the believed position based on various simple cues in the persuasion context.So in other words, a person is persuaded in a manner that is not based on the argument or message content. E.g. in a political debate, a person may vote for a particular candidate because they know them or they like the sound of their voice.So for example, if an expert says it, it must be true. E.g. dentist endorsing sensodine.The theoretical approaches following this route emphasize the following factors;Whether a simple attitudinal inference can be made based on observing one’s own behaviourWhether the advocacy falls within one’s latitude of acceptance or rejectionWhether some short-lived situational utility is as associated with adopting a particular attitudeWhether an advocated position or product is classically conditioned to basic but issue- relevant cues (such as food and pain), or is associated with secondary cues (such as pleasant pictures and attractive endorsers)However, no unique theory of persuasion has yet managed to provide a comprehensible view of attitude change. Research suggests that neither the central nor the peripheral approaches on their own can stand for the diversity of attitude-change.So, a general framework for understanding attitude change needs to consider that in some situations, people are avid seekers and manipulators of information, and in other situations they are described as “cognitive misers” in that they keep away from any intellectual activity
- This is an important questions for marketers and advertisers in the industry.
- The main aim of this paper was to test the following hypothesis:Under “high involvement”, attitudes in response to an advertisement would be affected by the central route, but that under “low involvement” , attitudes would be affected by the peripheral routeThere is agreement in the area that high involvement message have a better personal relevance and consequences (or create more personal message) than low involvement messages. However, there has been disagreement in the area of the effects on persuasion that involvement is expected to have
- According to Krugman (1965), increasing involvement does not increase resistance to persuasion, but instead shifts the sequence of communication impactKrugman also postulates that under high-involvement, communication is likely to affect cognitions, then attitudes, and then behaviours. However, under low-involvement, a communication is more likely to affect cognitions, then behaviours, then attitudes.
- So the goal of this piece of research was to assess the viability of a third view of the effects of involvement on consumers response to advertisementsThe Elaboration Likelihood Model (ELM) of attitude changes denotes that different methods of causing persuasion may work best depending on whether the elaboration of likelihood of the communication situation is high or low.When ELM is high, the central route should be particularly effective, but if ELM is low, the peripheral route should be better.ELM argues that as an issue or product increases in personal relevance or consequences, it becomes more important and adaptive to forming a reasoned and truthful opinion.Therefore, if people are motivated to devote the cognitive effort required to evaluate the true benefits of an issue or product when involvement is high rather than low.Different variables effect persuasion under high and low involvement conditions.However, it is not yet clear whether or not the ELM predictions would hold when involvement concerns a product, such as toothpaste, rather than an issue, such as the children’s referendum.
- An important implications for ELM in advertising messages is that different kinds of appeals may be most effective for different audiences.So for example, a person buying a new mascara, they may scrutinize an ad, if this information is to be believable and persuasive, there will be favourable attitudes towards it, but if the information seems weak and lacks credibility, there will be more unfavourable attitudes towards it. Again, this relates to the central route to persuasion.However, if a person is not buying a new mascara, they will not make the effort required to think about the product-relevant arguments made in the advertisement. On the other hand, they may be attracted to the credibility or prestige of the product’s endorser. This relates to the peripheral route.
- In this article, they tested ELM for understanding effectiveness of advertising messages. They conducted a study where three variables were manipulated: Personal relevance of a shampoo ad where high-involvement subjects were lead to believe the product would be available in their local area, and low-involvement would notQuality of arguments contained in the adPhysical attractiveness of the endorsers of the shampooThe results supported their ELM predictions in that the quality of arguments in the ads had a greater impact on attitudes when it was high-involvement, rather than low-involement
- This study shows that although informational content of an ad can be the most important determinant of product attitudes under some circumstances, in other circumstances, such noncontent manipulations such as celebrity status or credibility of product endorsers has been even more important.This paper also outlines that when an ad concerned a low-involvement product, the celebrity status of product endorsers was a very strong determinant of attitudes about the productWhen an ad concerned a product of high-involvement, the celebrity status of the product endorsers had no effect on attitudes. However, the quality of information about the product in the ad was a powerful determinant of product evaluationAccording to ELM, personal relevance is thought to only be one determinant of the route to persuasion. Personal relevance is thought to increase motivation for engaging. So in other words, some people just like thinking more than others!Situations variables such as distractions and individual difference variables such as prior knowledge may also be important aspects to the route to persuasion.
- It was also observed that a physically attractive message endorser may serve as a believable product-relevant argument for a beauty product. This relates to peripheral manipulationWhereas according to the central manipulation, a kitten in an advertisement for tissue would be used to portray the product-relevant attributes such as softness.It may also be presented verbally, by providing a verbal description of a message source as an expert or as likeable
- To sum up, the main feature of the central route to persuasion is that an attitude change is based on a persistent consideration of information that a person feels is central to the credibility of a product/issueThe main feature of the peripheral route is that attitudes change because the presence of simple positive or negative cues or that if the expert says it, it must be true.Krugman has also suggested in this paper that under high-involvement, attitude change preceded behaviour change, but that low-involvement, behaviour change preceded attitude change.Overall, this study provides support in the view that different features of an advertisement may be more or less effective, depending on a person’s involvement with it. So we can clearly see that any boys in this class would more then likely have low-involvement with this ad, whereas most of the girls would have high-involvement in that they would be more likely to read it’s features and hopefully purchase it in the future.Future research could consider uncovering the various moderators of the route to persuasion and at tracking the various consequences of the two different routes.