Impact Hierarchy: Explanation, Function, and Stages

In 1961, Robert Lavidge and Gary Steiner introduced a ground-breaking theory that revolutionised the marketing world - the Hierarchy of Effects. This theory offers a framework for understanding how advertising influences consumer decisions, from initial awareness to the ultimate purchasing behaviour.

The Hierarchy-of-Effects model is divided into three primary stages: cognitive, affective, and conative. The cognitive stage involves gaining consumers' attention and providing them with knowledge about a brand. At this stage, consumers become aware of a brand through advertising.

Moving on to the affective stage, consumers start to develop feelings towards a brand. They assess whether the product within that brand can fulfil their needs and how it compares to other items and companies. At the preference stage, a brand must distinguish itself from competing products and establish superiority over rivals. During the liking and preference stages, advertisers should target a consumer's values, emotions, self-esteem, or lifestyle to appeal to their ideals and beliefs.

The conative stage is where consumers take action. In the conviction stage, advertisers should arouse consumers' interest in the product being advertised and encourage confidence through methods such as free samples or test drives. It's critical to provide a positive purchasing experience to customers, such as offering pre-order options, instructions, or after-sales assistance at the purchase stage.

The goal of marketers using the hierarchy of effects theory is to ensure that customers go through the six stages before purchasing the product. The hierarchy of effects stages are: awareness, knowledge, liking, preference, conviction, and purchase. The hierarchy of effects model advises marketers to create an ad in such a manner that the client passes through all six stages: awareness, knowledge, liking, preference, conviction, and purchase.

Interestingly, the concept of the Hierarchy of Effects is not entirely new. Edward Bernays published the "Attention, Interest, Desire, and Action" model in 1910, which shares similarities with the Hierarchy of Effects.

A notable example of the Hierarchy of Effects in action is Coca-Cola's 'Share a Coke' campaign. Launched in 2011, this campaign increased brand awareness and preference, resulting in a 2% increase in U.S. sales after over a decade of decline.

In conclusion, the Hierarchy of Effects provides a valuable framework for marketers to guide consumers through the stages from initial awareness to eventual purchase. By understanding this theory, brands can rejuvenate their relationship with customers and significantly boost sales figures.