5 Unawareness Awareness Knowledge Liking Preference Conviction
Purchase Behaviour stage Affective stage Cognitive stage
FIGURE 2. Response hierarchy model proposed by Robert J.Lavidge and Gary A. Steiner. the market offering/company more in detail. Liking means a favourable attitude and in the preference stage a customer develop preference to the company over substitutes.
At the stage of conviction the customer has an intention to buy which possibly results in an actual purchase. The hierarchy of response models are usually criticized for their linear form, which is not necessarily the case. For example a consumer may first purchase a product and then form an attitude. Similarly an individual may become aware of the product and instantly forms a preference (Blythe 2006, 6). Nevertheless, the model presented above may suggest directions for setting specific communication objectives and choosing appropriate communication methods.
Marketing communications objectives Kotler et al. (2012) presents four categories of marketing communications objectives which can beset at any level of the model (Rossiter and Percy 1997): category need, brand awareness,
brand attitude, and brand purchase intention. Pelsmacker et al.
(2013, 156) explain marketing communications objectives using the DAGMAR model. DAGMAR stands for Defining Advertising Goals for Measuring Advertising Results and represents a variation of the hierarchy of response model. In addition to the goals suggested by Rossiter and Percy, this model contains the objectives in the fol-
6
lowing areas brand knowledge, purchase facilitation, purchase,
satisfaction, and brand loyalty. Table summarizes the main characteristics of the objectives in various categories presented by Kotler et al. (2012) and Pelsmacker et al. (2013).
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