The Development of Hierarchy of Effects Model in Advertising
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 AI...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Prasetiya Mulya Publishing
2012-04-01
|
| Series: | International Research Journal of Business Studies |
| Subjects: | |
| Online Access: | http://www.irjbs.com/index.php/jurnalirjbs/article/view/98/79 |