The Hierarchy model of advertising effects : A debate

Tóm tắt

The most often cited hierarchy model was developed by Lavidge and Steiner, and this has been regarded as the process by which advertising works for decades. But some recent reviews of the empirical literature found little evidence to support the existence of an advertising hierarchy, and this continues to be the subject of debate. Most recently, Weilbacher and Barry have debated the hierarchy model of advertising effects in their articles published in "Journal of Advertising Research". In this paper, the contribution of these articles to marketing theory, as well as practice are compared and assessed. The paper then concludes with implications for integrated marketing communications.