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.

Question

Quizplus · Accepted Answer

The traditional hierarchy of effects model proposes a series of stages that customers must pass through before making a purchase, including awareness, interest, desire, and action. While sales are the ultimate goal of advertising, the stages in the hierarchy offer useful intermediate measures of advertising effectiveness that can be tracked and evaluated. For example, a marketer might measure how many people have become aware of a product or brand after seeing an ad, or how many are interested in learning more or expressing a desire to purchase. By monitoring progress through the stages, marketers can gain insight into the effectiveness of their advertising efforts and make adjustments as needed.

Which of the Following Statements Describes How the Traditional Hierarchy