mixed material bibliography Jakarta Prasetiya Mulya Publishing April - July 2012

p. 73 - 85 This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, De-sire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest developments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).<br> 20896271 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 40982 2014-05-02 00:00:00 2014-05-02 00:00:00 machine generated