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...
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| Format: | Article |
| Language: | English |
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Prasetiya Mulya Publishing
2012-04-01
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| Series: | International Research Journal of Business Studies |
| Subjects: | |
| Online Access: | http://www.irjbs.com/index.php/jurnalirjbs/article/view/98/79 |
| _version_ | 1811261234284068864 |
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| author | Bambang Sukma Wijaya |
| author_facet | Bambang Sukma Wijaya |
| author_sort | Bambang Sukma Wijaya |
| collection | DOAJ |
| description | 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 AIDA’s 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 adop-ted from AIDA’s hierarchy of effects model, namely: AISDALSLove (At-tention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate). |
| first_indexed | 2024-04-12T19:00:46Z |
| format | Article |
| id | doaj.art-4ff22924ec0d4e20ac9a24b7eb34ba35 |
| institution | Directory Open Access Journal |
| issn | 2089-6271 2338-4565 |
| language | English |
| last_indexed | 2024-04-12T19:00:46Z |
| publishDate | 2012-04-01 |
| publisher | Prasetiya Mulya Publishing |
| record_format | Article |
| series | International Research Journal of Business Studies |
| spelling | doaj.art-4ff22924ec0d4e20ac9a24b7eb34ba352022-12-22T03:20:09ZengPrasetiya Mulya PublishingInternational Research Journal of Business Studies2089-62712338-45652012-04-01517385The Development of Hierarchy of Effects Model in AdvertisingBambang Sukma Wijaya0Universitas Bakrie, JakartaThis 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 AIDA’s 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 adop-ted from AIDA’s hierarchy of effects model, namely: AISDALSLove (At-tention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).http://www.irjbs.com/index.php/jurnalirjbs/article/view/98/79AISDALSLoveAIDAHierarchy of EffectsAdvertisingConsumer Audience. |
| spellingShingle | Bambang Sukma Wijaya The Development of Hierarchy of Effects Model in Advertising International Research Journal of Business Studies AISDALSLove AIDA Hierarchy of Effects Advertising Consumer Audience. |
| title | The Development of Hierarchy of Effects Model in Advertising |
| title_full | The Development of Hierarchy of Effects Model in Advertising |
| title_fullStr | The Development of Hierarchy of Effects Model in Advertising |
| title_full_unstemmed | The Development of Hierarchy of Effects Model in Advertising |
| title_short | The Development of Hierarchy of Effects Model in Advertising |
| title_sort | development of hierarchy of effects model in advertising |
| topic | AISDALSLove AIDA Hierarchy of Effects Advertising Consumer Audience. |
| url | http://www.irjbs.com/index.php/jurnalirjbs/article/view/98/79 |
| work_keys_str_mv | AT bambangsukmawijaya thedevelopmentofhierarchyofeffectsmodelinadvertising AT bambangsukmawijaya developmentofhierarchyofeffectsmodelinadvertising |