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Essay text:
Most importantly studies have been conducted in order to discover, what constitutes advertising effectiveness. Much of the literature has focused on the Hierarchy Of Effects concept, which proposes that consumers pass through cognitive steps as they move towards a purchase action. An understanding of the way advertising can affect consumers is vital in order to produce successful advertising and marketing campaigns.
Statement of problem
The study of Hierarchy of Effects model is important because it helps advertisers set guidelines on how to effectively target consumers with their advertisements so that a consumer may purchase a brand or product...
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