When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the _________________ model of how advertising works.
A)AIDA
B)diffusion of innovations
C)hierarchy of effects
D)innovation adoption
E)information processing

Question

Quizplus · Accepted Answer

Brian is explaining the hierarchy of effects model, which emphasizes that advertising communication leads to a series of effects in a specific order before the consumer can make a purchase. The purchase funnel analogy used by Brian aligns with the steps in the hierarchy of effects model.

When Brian Explains to His Supervisor That Advertising Communication May