Date of Award

2003

Document Type

Thesis

Publisher

Edith Cowan University

Degree Name

Bachelor of Communications Honours

Faculty

Faculty of Communications and Creative Industries

First Supervisor

Martin Trevaskis

Second Supervisor

Lelia Green

Abstract

Hierarchy of effects models have underpinned the advertising industry for over 100 years. These models are based on an underlying pattern of cognition => affect=> behaviour, in other words: think=> feel=> do, and suggest that consumers process advertising in a linear fashion, in stages. Recently, however, hierarchy of effects models have begun to be questioned by some authors who claim that there is no actual evidence that advertising is processed by consumers according to a hierarchy of effects. If this is the case, the advertising industry will need to seriously rethink the basis upon which many, if not all, campaigns are constructed. The purpose of this project is to examine to what degree do Perth advertising professionals believe and use hierarchy of effects models and how prepared they are to consider an alternative view of how advertising works. E-mail surveys were sent to approximately five advertising professionals from the top five Perth advertising agencies, 24 people in total, to gain raw data concerning issues surrounding hierarchy of effects models. The research project will add significantly to the debate surrounding the validity hierarchy of effects models as the views of advertising professionals relating to this issue have not been considered and studied in depth.

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