Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?
A)Consumers must pass through each stage before making a purchase.
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)The hierarchy is not useful because sales are the only appropriate goal of advertising.
E)Time is not a situational factor when using this model to measure ad effectiveness.

Question

Quizplus · Accepted Answer

The traditional hierarchy of effects model can be used as a measure for advertising effectiveness by offering useful intermediate measures of advertising effectiveness. The model breaks down the process of consumer decision making into several stages, including awareness, interest, desire, and action. By measuring how successful a company's advertising is in moving consumers from one stage to the next, the effectiveness of the advertising campaign can be evaluated. Therefore, option C describes this concept accurately.

Which of the Following Statements Describes How the Traditional Hierarchy