The higher up the hierarchy of effects that the advertising is meant to move the consumer,the fewer the number of exposures needed to achieve minimal effectiveness.

Question

Quizplus · Accepted Answer

The higher up the hierarchy of effects (which typically progresses from awareness to knowledge, liking, preference, conviction, and purchase), the more exposures are generally needed to achieve minimal effectiveness, as moving consumers to higher levels of engagement and action requires more effort and repetition.

The Higher Up the Hierarchy of Effects That the Advertising