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BY PRAPTI DAS

ROLLNO: 116

Emba

MET

JOURNAL OF MARKETING RESEARCH

VOL III(FEB 1966) PAGE 13-23


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In 1961 Lavidge and Steiner presented a model for

the predictive measurement of advertising

effectiveness

Movingtowards

purchase

Awareness

KnowledgeLiking

Preference

ConvictionPurchase


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Behavioral

dimensions

Conative- therealm ofmotives

Affectivethe realm of

emotions

Cognitivethe realm of

thoughts

Related

research

Split-run tests,Intention to buy,

Projective

techniques

Brand preferencemeasures, Image

measures, Projectivetechniques

Awareness surveys,Aided recall


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The methodological soundness of the various methods

measuring the impact of advertising on the

"intermediate"variables will only be touched upon

y First, a survey of some of the literature and empirical

evidence concerning the various hierarchical steps

will be made;y second, an analysis of some data which have been

gathered;

y third, and finally, objections in the form of a table will

be presented, and questions on the economic

soundness of not using sales as the criterion of

advertising effectiveness will be posed


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COGNITIVE DIMENSIONS

yAwareness

yKnowledge, Recall and Recognition

yThe methodological pitfalls surrounding

recognition and recall tests are discussedin Lucas and Britt


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Table 1

RESPONDENTS VIEWING A PARTICULAR TV PROGRAM

AND OR BUYING THE BRAND ADVERTISED,

IN FEBRUARY AND MAYBuying

Viewing + + + - - + - - Total

+ + 460 173 191 351 1175

+ - 76 59 44 113 292

- + 86 27 53 80 246

- - 175 104 113 347 739

Total 797 363 401 891 2452


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If it were true that buyers are better

rememberers of advertising exposure than

nonbuyers, then it would be reasonable to expect

that:

y (a) relatively more buyers than nonbuyers

should claim they started viewing betweensurveys;

y (b) relatively more buyers should claim theycontinued to view the program.


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Table 2

RELATIVE SALES INCREASES AT VARIOUS LEVELS OF

EXPOSURE TO TV ADVERTISING

(BASE - UNEXPOSED NON-TV-OWNERS)

y Nonowner, seen TV 12.8%

y

Total owners 41.7%y Seen program recently 54.9%

y Seen program regularly 59.6%

y Seen commercial recently 64.3%

y Liked commercial recently 70.2%


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CONATIVE DIMENSIONSy Intention to buy

y More than one dimension:- Two studies which are briefiyreviewed cover more than one behavioral dimension of thehierarchy.

y Two private studies of advertising effect which throw somelight on the hierarchical hypothesis, will now be analyzed

y Awareness of sponsorship

y Opinion of sponsorship


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CONCLUSIONy It is suggested that the only satisfactory and lasting

answer to the doubts or unwarranted assertionsconcerning the hierarchical hypothesis would be a

well-designed experiment.

y Only an experiment can approach the assessment ofthe direction in the causal flow unambiguously.

y Many problems can be foreseen, especially with pretesteffects in such experimentation, but it is not the taskhere to advise on its feasibility.

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