What is the hierarch of effects model Give an exampleSolutio

What is the hierarch of effects model? Give an example.

Solution

The hierarchy of effects marketing communication model is developed by Robert J Lavidge and Gary A Steiner which suggests advertisers to make an advertisement in such a way that the customer goes through all these six stages from product viewing to purchase

Following are stages like awareness, knowledge, liking, preference, conviction and purchase.

Explanation of each steps with example

1. Awareness: It is starting point for consumer to purchase product. Consumers should aware about brands and its presence in a particular product segment. Advertisers need to understand and create awareness about brand and product

For example, Jack wants to buy a toothpaste, and the marketing manager of Mintoos wants him to buy toothpaste, marketing manager should make sure about advertisement of Mintoos so well that Jack is aware of the existence of Mintoos brand for toothpaste.

2. Knowledge: Marketers and advertisers make sure about enough positive knowledge of product because similar products of different brands are evaluated based on available knowledge through the internet, advertisement, bill boards retail stores and the product package itself.

For example, now Jack is aware that there is a Mintoos brand available in market and he will try figure out what unique features and benefits will be offered over any other brand in same category.

Liking: Here consumers starts liking product. Product is being considered with emotional traits also.

For example, now Jack has evaluated the pros & cons of buying a Mintoos toothpaste compare to other brands but might not like the colour of it. Marketing manager of Mintoos, should make sure that this will may leave emotional impact, so this should be taken care of properly in the marketing communication program with proper justification.

4. Preference: Here consumer starts using product but may like other brands of same product too. So now what is it that will make him to prefer your brand over the other brands? USP should be addressed effectively so that consumer will prefer your brand than other

For example : Jack now will be actually considering buying a Mintoos & thinking that he will buy it to try it only. Marketing manager should define USP to make him to buy Mintoos again

Conviction: Marketers can convert consumers thinking to action by giving out free samples, test drives or test pack etc.

For example, Jack tried the toothpaste pouch of Mintoos then when time came to buy toothpaste He bought toothpaste of other one.

Make sure that it doesn’t happen and try to build loyalty and encourage purchase.

Purchase: The last stage of the consumer buying cycle needs to easy and enjoyable. Markets should make sure that purchase experience is easy and joyful for the consumer.

For example, now that Jack has decided to buy Mintoos after trying.

Now make sure he knows where to buy it and payment options. You may also give free toothbrush to delight him.

These six stages are further grouped into three main stages

1. Cognitive

2. Affective

3. Conative

1. Cognitive: It is consumer thinking stage, consumers have identified problems or situations which leads them to buy products and services. Need works as catalyst which triggers the buying decision of consumer if problem occurs. Consumers are willing to search information about required product or service through various information sources like personal sources, public sources, and commercial sources or based on past experience. Consumers identify different alternatives

2. Affective: It is consumer feeling stage. When the consumer starts developing positive or negative feelings toward it. So emotional traits are attached with product.

3. Conative: It is consumer behaviour stage of deciding his/her preference and they actually buy the product.