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marketing models

Understanding the Hierarchy of Effects Model in Marketing

Leave a Comment / Advertising and Marketing Communication, June 2015 (III), MCQ (Question-Answer), UGC-NET (Paper III) /

Find out the correct sequence of elements of the hierarchy of effect model. (A) Desire, interest, attention, action (B) Attention, desire, interest, action (C) Attention, interest, desire, action (D) Interest, desire, attention, action Correct Ans: (C) Explanation:The correct sequence of the Hierarchy of Effects Model is Attention, Interest, Desire, Action. This model outlines the stages […]

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Author of Define Advertising Goals for Measured Advertising Results

Leave a Comment / Advertising and Marketing Communication, MCQ (Question-Answer), Sept 2013 (III), UGC-NET (Paper III) /

Who is the author of the book, ‘Define Advertising Goals for Measured Advertising Results’? (A) David Ogilvy (B) Green Rosenburg (C) Philip Kotler (D) R.H. Colley  Correct Ans: (D) Explanation: R.H. Colley wrote Define Advertising Goals for Measured Advertising Results (DAGMAR) to introduce a measurable and structured approach to advertising effectiveness. His book completely changed

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