Question

Linda saw a print ad in a magazine for clairol's natural essence semi-permanent hair color that she knew existed but did not know anything about it. the ad informed her that users of this hair dye will not see gray roots. in terms of the hierarchy-of-effects model, which step does this marketing communication represent?

Answer 1

This is the knowledge/expectations stage of the hierarchy of effects, because Linda is now aware of the product and is starting to learn about it.

The hierarchy of effects is:

1. Awareness - know the product exists

2. Knowledge- learn about the features of the product

3. Liking - make sure the customer likes the product and if not, figure out why

4. Preference- customers want your product over other brands

5. Conviction- the decision to make the purchase

6. Purchase - actually going out and buying the product