ADVERTISING THEORY

        Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:

1.     Awareness

2.     Knowledge

3.     Liking

4.     Preference

5.     Conviction

6.     Purchase

        means-end theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

        leverage points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.