Hierarchy of effects
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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.
