The Development Of Hierarchy Of Effects Model In Advertising

Wijaya, Bambang Sukma (2012) The Development Of Hierarchy Of Effects Model In Advertising. International Research Journal of Business Studies, Vol.05 (01). pp. 73-85. ISSN 2089-6271

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This paper aims to review the hierarchy of effects models in adverti-sing, especially the well-known model, AIDA (Attention, Interest, De-sire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the deve-lopment of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest develop-ments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).

Item Type: Article
Uncontrolled Keywords: AISDALSLove, AIDA, Hierarchy of Effects, Advertising, Consumer Audience.
Subjects: Business > Advertising
Marketing > Advertising
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ali Syahbana
Date Deposited: 28 Jul 2016 04:28
Last Modified: 28 Jul 2016 04:28

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