When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the model of how advertising works.

hierarchy of effects

Explanation:

The Hierarchy of Effects model which was created by Robert J Lavidge and Gary A Steiner in 1961 posits that advertisers should design adverts in such a way that the intended individuals go through 6 stages being;

a) Awareness - customer should be aware of the brand

b) Knowledge - ensure that positive knowledge about the brand is widespread

c) Liking - Prop up the emotional benefits of the brand to make people like it

d) Preference - Ensure that the points that make your brand different from other similar brands are well communicated so that the individual builds a preference

e) Conviction - the doubt in the individuals' mind must be removed here.

f) Purchase - most crucial stage. Here the product needs to be sold in a hassle free way to the consumer.

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