The Development of Hierarchy of Effects Model in Advertising
This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA...
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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 |
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| Online Access: | http://www.irjbs.com/index.php/jurnalirjbs/article/view/98 |