Using the hierarchy of effects model to develop awareness of a product or brand,which would be the best creative message strategy?
A) affective
B) cognitive
C) conative
D) corporate

Question

Quizplus · Accepted Answer

The cognitive message strategy focuses on providing information about the product or brand to educate the audience and increase their knowledge and understanding. This is the best strategy to develop awareness as it helps in building a foundation of knowledge about the product or brand, which is important before creating any emotional or behavioral attachment. The affective message strategy focuses on creating an emotional response, which can be effective in later stages of the hierarchy, but not at the awareness stage. The conative message strategy focuses on encouraging action or behavior, which is not appropriate for awareness. The corporate message strategy focuses on promoting the overall company image, which may not be relevant for product or brand awareness specifically.

Using the Hierarchy of Effects Model to Develop Awareness of a Product