Point of View: Does Advertising Cause a 'Hierarchy of effects'?

This paper addresses three general questions about hierarchy models of advertising effects: (1) Why hierarchy-of-advertising-effects models do not provide an accurate description of the effects of advertising, and (2) Why these hierarchy-of-advertising-effects models are not an accurate conceptualization of how advertising works as a marketing force in the real world, and, (3) Why, as long as our thinking about advertising and its effects is dominated by the hierarchy-of-advertising-effects frame of mind, it is unlikely that we will ever measure the true effects of advertising.

Point of View: Does Advertising Cause a ‘Hierarchy of Effects’?

William M. Weilbacher, Bismark Corporation

Advertising is generally seen as a means of communicating persuasively with consumers. This communication process – if it is successful...