文章基本信息

标题：The Development of Hierarchy of Effects Model in Advertising.
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作者：Bambang Sukma Wijaya ; Bambang Sukma Wijaya
期刊名称：International Research Journal of Business Studies
印刷版ISSN：2089-6271
电子版ISSN：2338-4565
出版年度：2012
卷号：5
期号：1
页码：73-85
语种：English
出版社：Prasetiya Mulya Publishing
摘要：This paper aims to review the hierarchy of effects models in adverti-sing, especially the well-known model, AIDA (Attention, Interest, De-sire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDAs hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the deve-lopment 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. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest develop-ments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDAs hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).
关键词：AISDALSLove;AIDA;Hierarchy of Effects;Advertising;Consumer Audience