Hierarchy of effects

On the world of marketing, hierarchy of effects plays an important role in to promote and make the products reach to the customers. Hierarchy of effects, it was developed Robert J Lavidge and Gary A Steiner in the year 1961. Hierarchy of effects model is in the pyramid style where the lower level objective set is the awareness, Knowledge and the comprehension. Moving on with the pyramid is the desired responses of the customs such as associated feelings with the brand, trial or regular use etc. At the bottom of the pyramid it is easier to achieve than at the top of the pyramid as it is more action oriented. According to the hierarchy of effects, it goes down in the 6 steps in order to achieve the ultimate aim in the marketing. They are: 1.Awareness 2.Knowledge 3.Liking 4.Preference 5.Conviction 6.Purchase According to this pyramid the upper objectives sets are easier to achieve and when it becomes more action oriented the level to gain the objectives become tougher. Definitions on the six steps of hierarchy of effects: 1. Awareness: The role of the awareness in the hierarchy of effects model is too aware the consumer about the product that the marketers are trying to make the consumer buy it. It just makes aware the consumers. 2. Knowledge: Now the consumer is aware about the product but they may not know about the product. There comes the second stage that is knowledge. It gives the answer of what, why and who about the brand. Its speciality, benefits, features and why it is different from others? 3. Liking: In it the main things is to notice the product and with it comes the consumer favourable towards the product. 4. Preference: It is the process in which the consumer prefers which product. Consumer prefer by promoting quality value, performance and other features of the product. 5. Convince: In this process the main thing is to convince the consumer to make them desire to purchase the product. 6. Purchase: The final step of the process. It is to purchase the product and make it theirs. This is the hierarchy of effects in the marketing world. Similar to hierarchy of effect is the FCB Grid. It is suggested by Dave Berger and Richard Vaughn. This model combines the high and low involvement, and feeling and thinking approach. In high involvement consumer makes a very important decision, the decision required is very high and if made any wrong decision and choose wrong brand than there is very much to lose. In low involvement the decision made is unimportant, decision is made by little thought and if they choose the wrong brand than there is less to lose. In feeling and emotional approach, decisions are not made by feelings and it expresses the personality. In think or rational approach decision are not manly logical or objective, It is not based on functional facts. Even though this model provides the guideline to marketing. But the fact should not be under looked that it has some shortcomings and the consequences too. Shortcoming This model provides the marketers a guideline to know about their actual progress in making their brand known to the consumer and make them purchase it. But still there lacks something in it. If things are not followed and done adequately than they cannot achieve what they had set for. Some of the shortcomings in the hierarchy of effects are that if the message intended for the consumers is not get properly than they may have to lose their targeted consumer. And if they are not successful in each and every steps than they may have to adopt an another way in promoting their brand. There should be back up for each and every steps of it. And the communicator should be all prepared to make the brand known to the consumers as they are the main things in all these process. First and foremost things that should be look is the sampling of the brand. And if the sampling is not done properly than the steps carried out will not be successful. When the steps or objective goes than it is more action oriented and in that case a single mistake cost a lot. So, in that they had to make the customer prefer and make them to purchase it. It all depends on the communicator to make the brand purchase. Consequences When any model is carry out than it has an ultimate result. This result or consequences defines the success of it. In hierarchy of effects model when the steps are carried out than the result will come sometime favouring the brand or sometimes not. It all depends on the consumer to purchase the brand they are actually selling to the customers. If the customers are satisfied with the brand than they seem to choose the brand and use it again. Or there may be some consumer just trying the brand for once and not use it later. So the ultimate result that comes forth is that at the first they seem to be interest as in terms of purchase of the product the result is out and from then one can analyse the type of customer in preferring the brand. This is the consequence of the Hierarchy of effects model. Conclusion Hierarchy of effects model is a guideline for ever marketers to promote a brand and how to set their goals in order to make their brand purchased by the customer. This in fact had made easier for marketers, advertisers. With the help of this model they can know their efficiency and their targeted audiences when they launch any brand or product. Thus, it is an effective model in marketing. Reference: 1. drypen.in/advertising/hiereachy of effectsmodel.html 2. www.brandingstrategyinsider.com/2008/06/marketing-essen.html 3. www.egyankosh.ac.in/bitstream/123456789/38330/1/Unit-15.pdf 4. http://www.businessdictionary.com/definition/hierarchy-of-effects.html 5. http://www.managementparadise.com/forums/introductionadvertising/201221-hierarchy-effects-model.html

Some of the folktales of the Asia

The Emperor and the Nightingle China Long ago, in the garden of the emperor Wu’s splendid place in China, there lived a nightingle. It sang so sweetly that all who heard it agreed that what they liked most in the garden was the nightingle’s singing. One day the emperor of Japan came to visit Emperor Wu and he too, fell in love with the nightingle’s songs. When he return home he wrote a letter to Emperor Wu saying that his favourite memory of his visit to china had been the nightingle singing. Emperor Wu was very surprised to hear this because he had never heard the nightingle sing before!He immediately ordered his servants to bring this wonderful bird to him. He enjoyes its singing so much that he insisted in keeping it near him in his palace. Many months passed and the nightingle kept Emperor Wu very happy until one day, the Emperor of Japan sent him a little toy bird which could sing and dance. Emperor Wu became so fascinated by this bird that he completely forgot about the nightingle. The poor nightingle felt so sad and unwanted that it flew away from the palaca and for a whole year no one saw it and no one heard its lovely singing. Then one day the toy bird suddenly stopped singing and dancing. Toymakers from all over the land came to the palace to try and mend it but the toy bird lay still and silent. The Emperor longed for music again in his palace and ordered his men to bring the nightingle back to him. They searched far and wide but they could not find it anywhere. The Emperor became sadder and sadder with each day passing by. He stopped eating and sleeping and just lay in his bed waiting to die. Then, one night the emperor heard the bird singing so sweetly outside his bedroom that he was sure that it was the nightingle. He slowly sat up in bed and the tears rolled down his cheeks, for there on the window still sat his beloved nightingle. “stay with me dear nightingle,”he whispered, änd I promise I will never neglect you again.” From that day on, the nightingle satyed in the palace and its sweet singing made the emperor well again and kept him happy and contented for the rest of his life.

The Ugly Boatman Vietnam

Once upon a time, there lived a young boatman by the name of Troung Chi. He was a very kind man but extremely ugly. He led a lonely life and spent his time fishing and playing the flute. All who heard his music fell in love with it. The beautiful daughter of the Mandarian Lord adored his music. Every evening, she waited for his boat to pass by her window. When she heard the sweet notes of his flute, her face sparkled with happiness. Her father was really unhappy about his daughter’s love for the poor boatman’s music. He ordered his men to lock all the windows of his mansion. Troung Chi’s music could no longer be heard and the lovely girl grew sadder and sadder. She became very ill and no doctor could help her. Her father feared that she might die. He promised to give her anything she wanted. “just the boatman’s sweet music. “she whispered. The Mandarian lord quickly summoned Troung Chi to her bedside. The boatman kind heart ached when he saw the young girl so close to death. He softly played his flute. A smile flickered across her face and her parents knew she was better. Then she opened her eyes and looked into Troung Chi’s face. She started to cry. Tears of disappointment streamed down her cheeks. “Oh!”she thought, “how could such an ugly man play such beautiful music.” Her parents begged Troung Chi to help her. He knew why she was crying and that he could do nothing more. Troung Chi returned to his boat and his lonely life. He longed to see the Mandarian’s daughter again but he knew that this was impossible. He lost interest in everything, even his flute. Then one cold night, he fell ill. He grew weaker everyday and he knew that he was dying. Before he died, he asked that his heart to be made into a cup for the Mandarian’s daughter. After Troung Chi die, all that remained of him was his heart of gold. It was made into a delicate cup and given to the mandarian’s daughter. She thought it was the loveliest thing she had ever seen.

She immediately filled the cup with tea and lifted it to her lips. Her heart suddenly froze! There in the cup she saw Troung Chi’s shadow and heard his flute. The music was sweet at first, but then it changed. It sounded like the cry of a man with a broken heart. She let the cup slip from her grasp. It shattered into a thousand pieces and the music abruptly stop. Troung chi’s heart and his music were free forever. But not so the mandarian’s daughter. She never married. For the rest of her life she remained haunted by the boatman’s tender love for her and his beautiful gentle music.

Inner beauty

What is it like when people say that you are beautiful. everyone becomes happy and lively. They seem to be the luckiest to be said that they are beautiful. Yes, it's true that beauty should be admired and praised. But one thing should always be remembered that the outer beauty is nothing without the inner beauty of a person. Inner beauty reflects what type pf person are we. Many people focused on the outer beauty saying that it is what that is admired but when time passes by then many people want to know the type of person that is within you. A person has different phases of life in which the one succeed it and in other it loses. Along with the phases there are steps in which they are destined from being a children to an old person. It's the reality and the true fact of the world. In that step pf life they are different phases, a child, teenager, adult, mature and lastly the senior citizenship. As, time passes the outer beauty of the person looks older and older as day passes but the inner beauty of the person will not lose its charm and never be old and never dies. Even though the person dies but the inner beauty will always be remembered by the people. if anyone have to say that there is something that is remembered about the died person then it is the behavior and the inner beauty of the person. One thing should not be forget that when the person inner is beautiful and that beauty will glorify the outer beauty of the person.