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"Free gift inside!" "Dear Jim, You have been specially selected." "Calling all Parents."
Reliance India Mobile campaign can be used to explain this model better.
Awareness- the elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his fathers 70th birthday. Interest- was generated as the company spokesperson featured in the ad, as a representative of the company image and also spoke about introducing a new technology CDMA.
Desire- was created with various offers like free SMS, 40paise STD calls, easy payment schemes, and discount coupons worth Rs. 1 lakh. Action- Dhirubhai Ambani Pioneer offers induced people to go for the product.
CRITICISM
Hierarchy of effects model has been criticized on some points, such as that people do not exactly follow these sequences People in all the cases may not strictly follow a series of stages as are explained in the hierarchy of effects model. They may in certain situations, directly jump to a particular stage, not following the stages in a logical pattern. For e.g. a child accompanying mother to a grocery store is likely to demand a product without indulging in stages like becoming aware about it, being interested by it and then buying it. He may just be lured by the display