Hierarchy of Effects Theory

The video tutorial explains the hierarchy of effects theory, a six-stage model that describes how advertising influences consumer purchase decisions. It begins with creating awareness, followed by developing knowledge about the product. The next stages involve liking the product, preferring it over others, forming a conviction to buy, and finally making the purchase. The tutorial emphasizes the importance of effective communication between marketers and customers to guide them through these stages.

What is the primary role of marketers as discussed in the video?

• To manage company finances

• To design advertising campaigns

• To create products

• To communicate between the company and customers

Which stage of the hierarchy of effects theory involves customers becoming aware of a product?

• Conviction

• Awareness

• Liking

• Knowledge

What must customers develop after awareness according to the hierarchy of effects theory?

• Preference

• Knowledge

• Conviction

• Purchase

In which stage do customers start to prefer one product over others?

• Liking

• Awareness

• Preference

• Knowledge

What is the final stage of the hierarchy of effects theory?

• Conviction

• Purchase

• Liking

• Awareness