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Determination of advertising strategy: an investigation of the consumer response hierarchy models and their applicability in developing advertising strategy

thesis
posted on 2018-07-25, 04:09 authored by Peter W. Reed
To understand how advertising works is an almost timeless conundrum that even today remains largely unresolved. Historically, one school of thought evolved during the 1960's promised to offer new insights into this vexing issue. Labelled the 'hierarchy of effects', this concept was promulgated in 1961 by Colley in the advertising and marketing practitioner area and Lavidge and Steiner in the behavioral sciences. The aim of this thesis was to review the hierarchy of effects concepts and to develop a new model of this process that has implications for contemporary advertising. [...]

History

Campus location

Australia

Principal supervisor

Denis Kiellerup

Additional supervisor 1

Peter November

Year of Award

1987

Department, School or Centre

Marketing

Additional Institution or Organisation

David Syme Business School

Course

Master of Business

Degree Type

MASTERS

Faculty

Faculty of Business and Economics

Usage metrics

    Faculty of Business and Economics Theses

    Categories

    Keywords

    AdvertisingSimulation MethodsConsumersAttitudesConsumer-Oriented Product or Service Development

    Licence

    In Copyright

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