The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.
A) encourage consumers to discuss the advertisement
B) create brand loyalty for the product
C) advance consumers through a series of psychological stages
D) have the objective of creating brand awareness
E) encourage consumers to purchase the product

Question

The hierarchy-of-effects metaphor implies that for marketing communications to be successful,the various marcom elements must _____.
A) encourage consumers to discuss the advertisement 
B) create brand loyalty for the product 
C) advance consumers through a series of psychological stages 
D) have the objective of creating brand awareness 
E) encourage consumers to purchase the product

Quizplus · Accepted Answer

The hierarchy-of-effects metaphor suggests that consumers move through a series of stages from awareness to action, and successful marketing communication must advance consumers through these stages, including awareness, knowledge, liking, preference, conviction, and purchase or behavior. Therefore, option C is the correct choice. Option A is incorrect because encouraging discussion is not necessarily a requirement for success. Option B is too limited compared to the broader concept of the hierarchy-of-effects, which includes more than just brand loyalty. Option D is too narrow as there are multiple stages involved in the process. Option E is also too limited as just encouraging purchase is not sufficient for a comprehensive marcom strategy.

The Hierarchy-Of-Effects Metaphor Implies That for Marketing Communications to Be