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Marketing Communication Theory: The Hierarchy of Effects Model
- 1 Taylor's University Malaysia
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Abstract
Marketing communications are critical to the strategies of today's organisations to effectively engage their target audiences and it relies on a variety of theories. Hierarchy of effects modelling is one of the ideas that marketers can use to generate messages from early awareness to actual action. Given the importance and continued relevance of the Hierarchy of Effects Model, this study explores many of the features of the Hierarchy of Effects Model by examining a number of journal publications; it also examines the different evolutions of the Hierarchy of Effects Model, its modern applications and challenges, and its latest improvements. The aim is to gain a deeper understanding of the model and its continuing value in today's rapidly changing marketing communications environment, so that the Hierarchy of Effects model can play a vital role in various fields.
Keywords
marketing communications, hierarchy of effects model, applications and challenges, recent developments
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Cite this article
Zhang,Y. (2024). Marketing Communication Theory: The Hierarchy of Effects Model. Journal of Applied Economics and Policy Studies,5,62-67.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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