Hierarchy of Effects Model of Marketing - Apple`s iPhone 7 - Case Study Example

Running Head: HIERARCHY OF EFFECTS MODEL OF MARKETING Hierarchy of Effects Model of Marketing Name Institution Introduction Apple`s iPhone 7 is the latest electronic device proudly innovated by the largest electronic company in the world. Apple`s iPhone 7 is an upgrade model of the other subsequent iPhone models and thus is designed with enhanced and intuitive features that makes it the world’s leading tablet. Apple is a company with an established consumer based in practically every part of the world. Therefore, in order for iPad to achieve the largest user’s base possible, its marketing model should be designed carefully (Bruner & Kumar, 2000). The Hierarchy of effects model of marketing communications must be utilized in order to achieve this goal. This report therefore outlines and discusses the utilization of hierarchy of effects model of marketing communication to Apple`s newest product: iPhone 7. Hierarchy of effects model Hierarchy of effects model was developed by Lavidge and Steiner in the early years of 1961 and is usually utilized in advertising of products. This model is composed of six stages whose order is critical and must be followed. The stages involved include awareness, knowledge, liking, preference, conviction as well as purchase. The order describes the chronology of events from the time the product first comes into the market to the time the customer gets interest and purchases the products. However, the six stages can be divided into six categories where awareness and knowledge can be collective describes as cognitive, while liking and preference is described as affective. The final two stages of conviction and purchase is collectively defined as conative (Bruner & Kumar, 2000). The diagram below shows a pictorial view of how the hierarchy of effects model of communication appears. Figure 1: The hierarchy model of marketing communications Application of hierarchy model of marketing communications Hierarchical model as a traditional model is known for its feature of ability to absorb new customers at every stage of the hierarchy (Barry & Howard, 1990). Awareness and knowledge This stage is referred to as cognitive stage. In order to actively advertising such a product that’s new in market, it is important to create awareness to the customers of both the existence of the product as well as its outstanding features. Awareness of the products should therefore be created by use of advertisements both electronic and non-electronic (Barry, 1987). Given the fact that Apple`s products are well known, gives an easier task of creating awareness and knowledge of the new product. Thus awareness and knowledge of both the existence of the product can be done by any of the following methods. i) Television adverts at prime times. ii) Newspaper advertisements. iii) Radio advertisements preferably at prime times. iv) Newsletter circulations. The mode of advertisement should be able to describe the iPhone 7 features and capabilities by use of a simple and easy to understand language. Graphics and animations should be used where vision is possible. It is important to put into consideration the fact that the capabilities of information processing of the customer highly depends on the ability of the customer to process the information as well as the motivation to process it. Therefore, designing advertisement content should put this information in mind (Barry & Howard, 1990). In cases where the advertisement content is too complex, e.g. specification description of the iPads product using the technical terms that most customers do not understand may end up putting off such customers. In such a case, motivation of the customer is withdrawn and his/her chances of reaching conviction and purchase stage is limited. Use of too simple content may not be a good idea due to the fact that, it may result in patronizing by the customers. In order to avoid any of the above cases from happening during the advertisement stage, use of visual image personality is encouraged. Use of such visual image personality should also be done in an appealing manner so as to create motivation of the target customer to get his/her attention to the product. The advertisement; both electronic and non-electronic should be repetitive at their point of display. This way, it will reach more people than when it is done for a limited period and number of times. Once it is to the satisfaction that the potential customers have enough awareness and knowledge of the iPhone 7, then the next stage of the hierarchy model should commence. Liking and preference These two stages are collectively describes as affective stage. This stage is mainly concerned with creating a high level positive attitude of the consumers towards a particular product. It involves manipulation of how customers feel about the iPhone 7, therefore, at this stage, the content should be designed in a way that it brings feeling to the customers that they can easily associate with the brand or product. In order to achieve the liking and preference of the customers, the content should bring out the following features. i) Clear pictorial view of the products sleek design as well as the weight. ii) A simple demonstration of its easy to use as well as intuitive interface. iii) A clear highlight of its amazing features that is exemplary to the device. iv) A simple demonstration of the functionality of such features. v) The features should be prioritized based on the order of customer demands or preferences. The kind of advertisement for use at this stage should be aimed at creating that sense of affection to the customer. As such, animated graphics, real demonstrations as well as live test displays on the counters as a form of advertisement should be recommended (Yoo & Kim, 2004). VIP or celebrity endorsement of the product is a technique that should be used to achieve the kind of affection that would help in achievement of liking and preference by the customer. The choice of the endorser should be carefully done so as to avoid picking someone whose preference by some customers proves to be on the negative. As such, a comprehensive research and vetting should be done both to the customers as well as the potential endorsers in order to come up with the most appropriate personality. The goal of affective stage is only achievable the customers intention of liking and preferring Apple`s iPhone 7 to other products. Conviction and purchase The conviction and purchase stage is commonly referred to as the conative stage. This stage is meant to entice the customer to consider purchasing the product on advertisement. In order to convert the customers desires to considering getting into conviction and purchase of the products, several strategies should be put in place. Such strategies should create an impression to the customer that the product under consideration is of great relevance to his or her demand and he or she should consider purchasing it (Yoo & Kim, 2004). Such strategies include; i) Setting up price appeals that makes the customers view the price of the product as low compared to other competitive brands. ii) Creation of last chance offers over a limited period of time so as to entice the customers to consider grabbing the opportunity. iii) Point of sale advertising should also be utilized as a way of creating a more comprehensive connection between the product and the customer. iv) Testimonials from other users on their impression and their satisfaction of the product should also be utilized to achieve customer’s conviction and purchase. Due to the high customer base of Apple`s products in most parts of the world, designing of effective conative stage is very important. Careful design of the strategies that help achieve this stage is important. Advertising framework Achievement of the above hierarchy of effect model of advertising is dependent advertisement. Every stage requires a well-designed advertising strategy that suits the customer needs at that particular stage. Thus a successful advertisement of the product under consideration should be within the lines of the following framework (Kotler & Roberto, 1989). Figure 2: Advertisement Framework Advertising input The contents of the advertisement should be simple to understand and should be presented in an intuitive manner so as to attract the attention of the consumers and customers. All the features of iPhone 7, its new capabilities as well as their sleek and intuitive design, security features among others should be clearly captured in the advertisement message content. The scheduling of the advertisement of the product should also be done in a manner that the product reaches many people using the media at the instant of advertisement. Therefore, for a high end product like iPhone 7, the advertisement should be place to run at the prime time e.g. during the commercial breaks within the news bulletin in most viewed Television channels or stations. The advertisement should run in a repetitive manner within the prime time advertisement on the advertising media so as to ensure reach to most customers. Filters The customers preference of purchasing iPhone 7 from the other available similar devices from other competing manufacturers is dependent the ability of the advertisement to motivate and convince the customer to purchase an iPad product. Therefore, advertisement should give the customer an exclusive reason to purchase the iPhone 7 product. Enticing features such as the point of sale advertisement, last minute offers as well as price discounts motivates the customer to consider the product. The consumer The customer`s cognition, affection and experience on the use of the products is a primary cause of choice of the customer`s product. An iPhone user is likely to go for the new brand iPhone 7 due to the affection and experience of use of the Apple`s products. Thus based on this argument, it is important to ensure that the new product advertisement seek to satisfy some other shortcoming of the previous versions of the product. Customer behavior The customer’s choice of the product, consumption, loyalty to the use of the product as well as habitual attraction and utilization of the product describes the customer’s behavior. Feedback from the consumer behavior is very important in the modification of the advertising strategies in order to create more consumer satisfaction (Kotler & Roberto, 1989). The feedback is achieved through any form of feedback collection strategies such as website product level as well as customer satisfaction forms that can be regularly circulated to the users of the product. Conclusion Successful marketing communication is dependent on several factors including the nature of content or advertising message, the consumer’s interpretation of the advertisement content as well as the target environment from which the message is received. Therefore marketing of a product should commence from the target audience and the marketers must have a clear understanding of the possible reaction of the audience to the advertisement content. Hierarchy effect model of communication is considered as the most effective and traditional method whose use in marketing high end products such as iPhone 7 always bears noticeable fruits. References Kotler, P., & Roberto, E. L. (1989). Social marketing. Strategies for changing public behavior. Bruner, G. C., & Kumar, A. (2000). 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