Determination of advertising strategy: an investigation of the consumer response hierarchy models and their applicability in developing advertising strategy

To understand how advertising works is an almost timeless conundrum that even today remains largely unresolved. Historically, one school of thought evolved during the 1960's promised to offer new insights into this vexing issue. Labelled the 'hierarchy of effects', this concept was promulgated in 1961 by Colley in the advertising and marketing practitioner area and Lavidge and Steiner in the behavioral sciences. The aim of this thesis was to review the hierarchy of effects concepts and to develop a new model of this process that has implications for contemporary advertising. [...]