According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.
A) make people aware of the brand
B) make people like the advertisement
C) make people discuss the advertisement with others
D) encourage trial of the product
E) change beliefs about the brand

Question

According to the hierarchy-of-effects model,the advertiser's initial imperative is to _____.
A) make people aware of the brand 
B) make people like the advertisement 
C) make people discuss the advertisement with others 
D) encourage trial of the product 
E) change beliefs about the brand

Quizplus · Accepted Answer

The hierarchy-of-effects model suggests that the first step in advertising is to create awareness of the brand or product. This means that the initial imperative for an advertiser is to make people aware that the brand or product exists. Only after this is achieved, can other objectives such as building interest, changing attitudes, and inducing action be pursued.

According to the Hierarchy-Of-Effects Model,the Advertiser's Initial Imperative Is to _____