International Seminar on Scientific Issues and Trends (ISSIT) 2011 NEW MODEL OF HIERARCHY OF EFFECTS IN ADVERTISING Bambang Sukma Wijaya Communication Studies of Bakrie University Jl. H.R. Rasuna Said Kav. C-22, Kuningan, Jakarta 12920 e-mail: [email protected] ABSTRACT Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature to Strong (1925b), the concept of AIDA’s hierarchy of effect model has been used by many researchers, both academicians and practitioners to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize, as well as a paradigm shift from product-oriented marketing to consumer-oriented, so the variables in the hierarchy of effects model also needs to be updated according to the latest developments. This paper aims to review and introduce the new concept of hierarchy of effects model that developed from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/ Dislike, Share, Love/ Hate). Key Words: Hierarchy of Effect, AISDALSLove, Advertisement, Advertising Introduction The advertising world today has grown people say advertising is simply way to sell a very rapidly, not only from the creative side, product –to announce what products are but also from strategy and media technology. available, who made them, and where you go A lot of interesting advertisings were born not to buy [1]. only from unexpected creative concept, but Meanwhile, a modern definition of was also executed with advanced final touch advertising includes other important factors, or crafting. Similarly with the power of such as media, audience, and goals. Moriarty strategy which is not as simple as before, for et al. defined advertising is a paid form of which to inform and persuade people to buy persuasive communication that uses mass and the product. Now, advertising is also used for interactive media to reach broad audiences in a more meaningful purpose, which is building order to connect an identified sponsor with the brand and attaching values, either tangible buyers (a target audience) and provide or intangible so that the customers become information about product (goods, service, and loyal and even love or have a sense of ideas) [2]. This definition has five basic belonging to the brand. factors: is usually paid by the advertiser, the The development of creative and sponsor is identified, generally reaches a strategic concepts of communication is broad audience of potential consumers, seeks supported by the development of vastly to inform and also persuade or influence growing media, marked with the advent of consumers, and the message is conveyed new media and alternative media which have a through many different kinds of mass media surprisingly creative breath, such as ambient and also now interactive types of media. media, happening art, guerilla media, creative Fairly similar to the definition above, publicity, branded entertainment, and so on. Lane et al. stated that advertising is a message The form is also more varied and converged in paid for by an identified sponsor and usually such a way, thus it becomes so difficult to find delivered through some medium of mass a standalone media in delivering the messages communication [3]. The fundamental principle of a product. of good advertising is that it must be built The stated phenomenon raises question around the overall marketing plan and execute about the true definition of advertising. Some the communication elements of a more far- Proceeding ISSIT 2011, Page: D-5 International Seminar on Scientific Issues and Trends (ISSIT) 2011 reaching marketing program [4]. While Egan advertising now can be defined as defined advertising is a non-personal form of communication that creates perception. Hence mass communication with a high degree of whatever the form or communication activities control over design and placement but that are directed to create perceptions or potentially a low degree of persuasion and certain meanings toward something (product, credibility. It is never either neutral or person, institution, etc.), then it can be defined unbiased [5]. as advertising. In the communication philosophy In short, modern advertising is strategic perspective, advertising principally is a communication that aims to accomplish communication that sells. So any form of something –to create impact, by which we communication that sells something, or mean a certain consumer response, such as delivers sales messages, then can be defined understanding information or persuading as advertising. By looking at various strategic someone to do something [6]. To achieve that developments, which sometimes advertising is consumer response, an advertising strategy is no longer just a communication tool to “sell driven by objectives (statements of desired something”, but more extensive than that consumer response), and these objectives can which creates “meaning towards something” be measured to determine whether the followed by attaching to a brand and becomes advertising was effective. an integral part of people’s lives, then Figure 1. Redefinition of advertising from the communication perspective Likewise with the function of function has also strengthened the role of advertising that continues to evolve in the advertising communication in shaping same direction with the development of perceptions or certain meanings that move human civilization. If at the beginning of its toward positive things and is attached to a development, the information function brand. primarily to inform the existence of a product, Whilst the function of social inspiration then when the presence of similar products has a broader role, in which advertising also gave birth to competition so that the helps to promote the values of kindness and persuasion function becomes important, humanity, with the intention that people get which followed by entertainment function¸ inspired and motivated to perform good deeds currently the education function and social which have broad impact to the communities inspiration function have become no less where the person lives. Under the current level important. Lane et al. noted that advertising of scrutiny, advertisers must be aware of both could be viewed from two related economic and social aspects of their perspectives: (1) its economic role and (2) its advertising [8]. The majority of both social and cultural role in communicating not practitioners and consumers accept the fact only product information but also social that advertising has an ethical and moral values [7]. responsibility to provide product information The education function was born to that is truthful and socially appropriate. In reduce the strength of persuasion function that marketing perspective, this phenomenon was is used by some of industrial players with ‘all mentioned by Kotler as a shift of marketing sorts of ways’ which gave birth of cynicism to trend from product-oriented to consumer- the presence of advertising. The education oriented after that to human spirit [9]. Proceeding ISSIT 2011, Page: D-6 International Seminar on Scientific Issues and Trends (ISSIT) 2011 Figure 2. Development of the advertising function The Effects of Advertising on Consumers emotion, in a general sense, which can be Viewing the function, role and impact attributed to the brand, and conation refers to of advertising is so enormous to people’s either intension to perform a behavior (e.g. lives, therefore it is also interesting to purchase) or the behavior itself [14]. recognize the effect of advertising to the One of the earliest attempts to model individual lives, both as communication target the effect of advertising was the AIDA model audience and consumer that become generally attributed to Strong in 1925 but marketing target of a brand. Individual which actually originated with E. St. Elmo responses to advertising are usually mediated Lewis around 20 to 30 years earlier. The or filtered by factors such as motivation and model was designed to represent the stages ability to process information, which can through which a salesperson should take a radically alter or change the individual’s prospect but was later adopted as a basic response to advertising [10]. Likewise, framework to explain how persuasive advertising affects consumers’ daily lives, communication (mainly advertising) worked. informing them about products and services AIDA stands for Attention, Interest, Desire and influencing their attitudes, beliefs, and and Action, and represented the stages the ultimately their purchases [11]. rational consumer was supposed to pass Though advertising cannot change through before the ultimate purchase [15]. consumers’ deeply rooted values and attitudes, Similar popular model included it may succeed in transforming a person’s DAGMAR (Defining Advertising Goals for negative attitude toward a product into a Measuring Advertising Results) which was positive one. For instance, serious or dramatic Colley’s (1961) suggested formula for setting advertisings are more effective at changing communications orientated objectives. consumers’ negative attitudes. Humorous ads, DAGMAR incorporated elements of on the other hand, have been shown to be Awareness, Comprehension, Conviction and more effective at shaping attitudes when Purchase as stages of the influence of consumers already have a positive image of advertising message on consumer