This process has several names, but is often referred to as the Hierarchy of Effects Model of the communication process. Think of the several mental steps through which a product or brand must ...

Advertising has an observable hierarchy of effects for the vast majority of brands in the fast-moving consumer goods (FMCG) industry, a study has found. Advertising’s impact in the fast-moving ...

As part of these investigations, attempts have been made to conceptualise and test relationships between attitude-toward-the-ad and other constructs of interest to advertisers in order to understand ...