It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
- Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.
- Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.
- Verbal and Visual Images
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