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When is advertising effectiveand when is it not? This question has often stimulated heated debate betweentwo camps in the world of marketing and advertising (Barry, 1987). According toone view, advertising is effective only if it sells. Thus, advertisingeffectiveness is assessed by investigating the relationship between advertisingexpenditures and brand sales (e.g., Little,1979). The other view stresses thatadvertising can satisfy its ultimate objective of affecting demand only byestablishing a hierarchy of intermediate effects in its audience. Thus, anadvertising message or campaign may be evaluated against the objective ofestablishing a hierarchy of effects up to any particular stage, not necessarilythe stage of demand (e.g., Colley, 1961). A compromise position is, of course,that any message or campaign should be evaluated in terms of the entirehierarchy of effects, including sales effects (Urban and Hauser, 1980).
Many hierarchy-of-effectsmodels have been advanced for advertising effectiveness (for an overview, seeBarry, 1987). 相同点：Each model in this paradigm范例 hasassumed a particular sequence of stages that consumerspass through until demand is affected. For instance, Colley's (1961)defining-advertising-goals-for measured- advertising-results (DAGMAR) modelassumes a sequence ofawareness, comprehension,conviction,andaction,whereas McGuire's (1978)information-processing model (IPM)assumes a sequence of presentation, attention, comprehension, yielding, retention, and behavior. Two major criticisms have been raised for such traditional models in the hierarchy-of-effects paradigm. One is that they fail to consider the marketing situation in which an advertising message is transmitted or an advertising campaign is run and, particularly, the consumer audience at which the message or campaign is targeted. According to Ehrenberg's (1974) awareness-trial-reinforcement (ATR) model, for instance, repeated advertising may be effective in three successive stages of consumer behavior, gaining brand awareness, making a trial purchase, or stimulating and sustaining a repeat buying habit if prior experience was satisfactory. Whereas the traditional models present advertising effectiveness as a sequence of responses up to a particular stage in the hierarchy, the ATR model conceives it as a response at a particular stage in the hierarchy depending on the history of consumer behavior.
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发表于 2012-12-18 23:18:35
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