In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this 'old world' thinking, where 'emotional' responses were somehow inferior. However, in recent years we have learnt a lot about how the brain and how advertising works, mostly because of the advances made in the area of neuroscience. It is like starting afresh. So, with this new knowledge, are we any closer to the modern day philosopher’s stone – finding a sure way to understand and manage the relationship between advertising and brand purchase? In light of this new learning, we have tested these popular models using the add+impact® database of thousands of ads from all over the world, to see which model actually fits the response that people make when presented with an advertisement. The implication of this analysis and learning provides new insights for advertising’s strategic planners, and transforms the advertising research practices and help marketers to develop more effective advertising to better build successful brands.
International Journal of Market Research,
Vol. 48, no. 3 (2006), pp. 255-276