The Development of Hierarchy of Effects Model in Advertising

by: B. S. Wijaya

DOI: 10.21632/irjbs.5.1.73-85

Abstract: This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize, as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing, so that the variables in the hierarchy of effects model also needs to be updated according to the latest developments in the notice of public power as consumer audience. Using literature review and reflective method, this paper introduces a new concept of hierarchy of effects model that developed from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).

Keywords: AISDALSLove, AIDA, Hierarchy of Effects, Advertising, Consumer Audience

Full-text paper: The Development of Hierarchy of Effects Model in Advertising

Cite this article –APA Style– as follow (kutip artikel ini dengan penulisan di daftar pustaka sbb):

Wijaya, B. S. (2012). The Development of Hierarchy of Effects Model in Advertising. International Research Journal of Business Studies, 5 (1): 73-85. DOI: 10.21632/irjbs.5.1.73-85