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International Research Journal of Business Studies


AISDALSLove, AIDA, hierarchy of effects, advertising, consumer audience.


Bambang Sukma Wijaya




This paper aims to
review the hierarchy of effects models in advertising, especially the
well-known model, AIDA (Attention, interest, desire, 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


Vol 05, Nomor 01, Tahun 2012


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