This approach assumes that a prospect must pass through a series of steps for a purchase to be made. Advertising cannot generate an immediate sale because there are a series of thought processes that need to be fulfilled prior to action. This approach is referred to as:
A) DRIP
B) AIDA
C) Hierarchy of effects
D) Weak theory

Question

Quizplus · Accepted Answer

The "Hierarchy of effects" model outlines a series of steps or stages that a consumer goes through before making a purchase, emphasizing that advertising influences these stages rather than causing an immediate sale.

This Approach Assumes That a Prospect Must Pass Through a Series