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A REVIEW OF THE HIERARCHY OF EFFECTS MODELS

HOW CAN THE THEORY BE USED TO DEVELOP MARKETING STRATEGIES FOR LAUNCHING A NEW MODEL MOTOR CAR AND CAMPAIGNS FOR SAFER DRIVING?

Abstract
With advertising being such a large source of expenditure for firms, there has been a plethora of postulation's put forward in order to determine how advertising works, and how it influences consumer behaviour. Most importantly studies have been conducted in order to discover, what constitutes advertising effectiveness. Much of the literature has focused on the Hierarchy Of Effects concept, which proposes that consumers pass through cognitive steps as they move towards a purchase action. An understanding of the way advertising can affect consumers is vital in order to produce successful advertising and marketing campaigns.

Statement of problem
The study of Hierarchy of Effects model is important because it helps advertisers set guidelines on how to effectively target consumers with their......

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Approximate Word Count: 4862
Approximate Pages: 20 (250 words per double-spaced page)

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