Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?
A) The hierarchy is not useful because sales are the only appropriate goal of advertising.
B) Awareness and recall are the most important measures of ad effectiveness.
C) The stages of the hierarchy offer useful intermediate measures of advertising effectiveness.
D) Consumers must pass through each stage before making a purchase.

Question

Quizplus · Accepted Answer

The traditional hierarchy of effects model offers useful intermediate measures of advertising effectiveness, such as awareness, knowledge, liking, preference, conviction, and purchase. While sales are important, they may not be the only or immediate goal of advertising, and consumers may not always pass through each stage in a linear or hierarchical manner. Therefore, the hierarchy provides a framework for evaluating how advertising may influence consumers' attitudes and behaviors, and how to optimize communication strategies for different objectives and target audiences.

Which of the Following Statements Describes How the Traditional Hierarchy