Hierarchy of effects

Hierarchy of effects (HoE) is sequential models used to explain how advertising works. Popular in the 1960s–1980s these models provided a template that encouraged the development and use of communication objectives.

Definitions

According to the Marketing Communications by Fill (5th edition),

Hierarchy of effects (HoE). Sequential models used to explain how advertising works. Popular in the 1960s–1980s these models provided a template that encouraged the development and use of communication objectives.