Communication does not necessarily create all its impact at once. A series of communications will move the recipient up a ‘ladder’ of effects. At the bottom of the ladder are those consumers who are completely unaware of the product in question; at the top of the ladder are those who actually purchase the product.
Given the differing nature of the consumer's involvement at each stage of the hierarchy, it is clear that no single communication method will work at every stage. Equally, not every consumer will be at the same stage at the same time; therefore it follows that several different communications approaches will need to run at once if the communications package is to work effectively.
One of the problems with the hierarchy of communications effects is that it implies that the process is invariably linear. This is not necessarily the case: an individual can become aware of a product and form an instant liking for it, without having detailed knowledge of the product. Equally, it is perfectly possible for a consumer to buy a product on impulse and form an opinion about it afterwards.
Having said that, the hierarchy of effects model is helpful in planning communications campaigns, since different communications methods and styles can be used according to the consumer's level on the hierarchy. For example, when a new product is introduced (or a product is introduced into a new market), few of the target audience will know anything about it.
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