In Defence of the Hierarchy of Effects

Thomas E. Barry

77 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Advertising and Communication Studies

Abstract

ABSTRACT Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.

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1961A Model for Predictive Measurements of Advertising Effectiveness 1999How Advertising Works: What Do We Really Know?1982How Advertising Works: A Planning Model 1990A Review and Critique of the Hierarchy of Effects in Advertising 1987The Development of the Hierarchy of Effects: An Historical Perspective 1986How Advertising Works: A Planning Model Revisited 2001Point of View: Does Advertising Cause a ‘Hierarchy of Effects’?

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