The Hierarchy Model of Advertising Effects a Debate

THE HIERARCHY MODEL OF ADVERTISING EFFECTS: A DEBATE Nguyen Hoang Sinh, MA Faculty of Business Administration, Ho Chi Minh Open University ABSTRACT The most often cited hierarchy model was developed by Lavidge and Steiner, and this has been regarded as the process by which advertising works for decades. But some recent reviews of the empirical literature found little evidence to support the existence of an advertising hierarchy, and this continues to be the subject of debate. Most recently, Weilbacher and Barry have debated the hierarchy model of advertising effects in their articles published in Journal of Advertising Research. In this paper, the contribution of these articles to marketing theory, as well as practice are†¦show more content†¦ARGUMENTS ABOUT THE MODEL In Weilbacher’s article â€Å"Point of View: Does Advertising Cause a Hierarchy of Effect†, the author argues that ‘hierarchy of advertising effects models do not provide an accurate description of how advertising works and the effects of advertising’ [8, p. 19], and therefore it is unlikely to be used as a framework for measuring the true effects of advertising [8]. In contrast, Barry in the article titled â€Å"In Defense of the Hierarchy of Effects: A Rejoinder to Weilbacher† supports the concept of a hierarchy as a major guideline for advertising practice and research [9]. The author adds that the marketing literature continues to embrace the hierarchy of advertising effects formulation as a basis for measuring the effects of advertising. To begin with, there has been significant discrepancy regarding the explanation of advertising’s role among advertising researchers. According to Weilbacher, success or failure of advertising has always depended primarily on the ultimate sales when citing that ‘advertising-- if it is successful-- ultimately results in the sale of the product or service advertised to at least some of the consumers that have been exposed to the advertising. If such sales do not happen, the advertising is judged not to have been effective’ [8, p. 19]. Meanwhile, others have regarded advertising as the communication process that attracts customer’s attention or features the product that will satisfy theirShow MoreRelatedAn Essay on Strong vs Weak Theory of Advertising3131 Words   |  13 PagesAn Essay on Strong VS Weak Theory of Advertising Prepared By Md. Raihan Akhtar A Debate on Strong VS Weak Theory of Advertising - Which One Is Better? ‘Advertising’ the word originated from the Latin word ‘adverto’, which means to turn around. The root of advertising can be found in ancient times such as ancient Egyptian used papyrus to make sales messages and wall posters, commercial messages and political campaign found in the ruins of PompeiiRead MoreSales vs Communication School of objective setting in advertising1926 Words   |  8 Pagescreated much debate amongst academics and advertising practitioners. This essay aims to critically discuss this debate listing examples of objectives each school wish to achieve and explain how the product life cycle informs objective setting with examples of products at certain stages in the life cycle. Advertising is one part of the promotional mix. A firm can also promote its product or services through public relations, personal selling, direct marketing and sales promotion. Advertising objectivesRead MoreThe Role of Advertising in Brand Image Development6861 Words   |  28 PagesThe role of advertising in brand image development Introduction The notion that there is no objective reality and that people trade in the realms of perception and image represents one of the most important tenets of human understanding. Nowhere is this more true than in the area of human relationships with business organizations, i.e. the domain of marketing. Indeed images at all levels of marketing have taken on an increased importance in recent times. Corporations have become obsessive Read More War on Drugs Essay examples1932 Words   |  8 Pageswe learn that crack is immediately addictive in every case, we learn that it causes corruption, crazed violence, and almost always leads to death. The government tells us that we are busy fighting a war on drugs and so it gives us various iconic models to despise and detest : we learn to stereotype inner-city minorities as being of drug-infested wastelands and we learn to witchhunt drug users within our own communities under the belief that they represent moral sin and pure evil. I believe thatRead MoreAdvertising Discourse Analysis4128 Words   |  17 PagesMASTERS Communication and Advertising Mass Media effects on individuals and society The omnipotence of mass media 2 Media influence of society and individuals 3 Empirical studies on campaigns 4 Uses and Gratifications Theory 5 Broadcasting studies (the adaptation theory) 6 Studies on socialization 6 Studies on reception 7 Studies on the ideological effects 8 Theories of technological determinism 8 Spiral of silence theory 9 StudiesRead MoreService Dominant Logic of Marketing3569 Words   |  15 PagesCo-Created Operant Resources are Paramount Co-Creation of Marketing Mix Relationships are Embedded Profits are Learning Loop Constantin and lusch (1994) define operand resources as resources on which an operation or act is performed to produce and effect e.g. Production, and they compare operand resources with operant resource which are employed on operand resources e.g. Technology. S-D logic treats everyone in the organisation as the value creators , According to Lush and Vargo 2006†One of the distinguishingRead MoreBusiness Ethics And Social Responsibility1828 Words   |  8 Pagespaper, I will be tackling the surrounding ideals when it’s comes to business ethics and how a business should be run in order to have social responsibility. In addition, the theories that are based around these topics will be added into a scholarly debate to fully capture the insight of the field. We will look at the discourse community in terms of how the scientific studies of marketing ethics is defined and established (normative theories, moral philosophy, logics, etc.). Afterwards, we will lookRead MoreAdvertising Appeals Within Cultures Based On Consumers Values Essay3550 Words   |  15 Pagesaccordance to the individualistic and collective cultures. .Primary and Secondary data and various models are studied to identify them. 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Dovel (1990) contended that: Positioning shouldn t be justRead Moreis rationalisation a desireable strategy for junction hotel2929 Words   |  12 Pagesthis strategy may have a negative effect on the staff, causing some staff members to become demotivated and inefficient. After various ownership changes the hotel is now owned by second chance consortium, run by business entrepreneur Simon Chance. The entrepreneur has analysed the current hotels condition, including all staff members and has highlighted the high amount of stress levels and confusion in management within departments. This creates a negative effect as staff members take situations into

Ron Ventura Case Study - 1119 Words

Problem Statement: Andy Prescott and other leaders are concerned that Ron Ventura’s personality and behavior will cause more issues with staff at the hospital. They think Ron will cause division and a lack of teamwork within the cardiology departments. This problem conflicts with the Mitchell Memorials mission statement, which emphasizes the importance of a good environment for teamwork. Hypothesis 1: It may be that Ron has an egotistical and abrasive personality that makes him feel like always needs to be the best at everything he does. The Paradox of Excellence tells us that often high achievers are often afraid to fail. That is why many high achievers do not vary from what they know. This could be why Ron acts the way he does towards†¦show more content†¦If Ron would increase his emotional intelligence and his personal competence he would be able to work with others in a more effective and efficient way. Hypothesis 2: Ron may have been focused on the task that Prescott gave him, which was to increase revenues and strengthen the vascular surgery department. Ron’s personality and traits make him very goal oriented. When he came into Mitchell Memorial his task from Prescott was to build the vascular surgery department and increase revenues. Ron did not think he had the time to get everyone on board, so he thought they should just fall in line with his surgical and leadership style. Instead of getting to know everyone and their styles of operation, Ron dove right into his task and stayed focused. Ron is an Alpha Type, which means he has a need for power. That is the main reason he took the job at Mitchell Memorial, he wanted the chief of vascular surgery title. Ron’s egocentric thinking made him believe that he could manage, even if everyone was not on board with his leadership/teaching style. Many residents and surgical interns have left his program, because they feel he demeans them in the way he speaks to them. This, in turn, has led to a lack of communication and teamwork in the cardiology and vascular surgical areas. Oth er surgeons have said, â€Å"He always thinks he needs to the drive the bus and he won’t listen† (Cespedes and Abelli, 2013, p. 10).Show MoreRelatedCase Study : Andy Prescott s The Chief Of Vascular Surgery 2438 Words   |  10 PagesFrom: Gavin Mackersy Hull, B00687184 Subject: Ron Ventura At Mitchell Memorial Hospital Date: Sunday October 2, 2016 Problem Identification: Andy Prescott has to make a decision on whether or not to rehire one of his best employees. The problem is Andy performed a 360- degree performance review of the hospital and in doing so he found out that within the cardiovascular department the surgeons and physicians don’t get along well with Ron Ventura the chief of vascular surgery (Frank Heide, 2013)Read MoreEssay on Bilingual Education: Exploring an Educational Issue1125 Words   |  5 Pagesis fluent in French will learn English easily because they have already learned the fundamental processes of the first language. (Schà ¼tz, 2007) Supporters of bilingual programs point to studies such as the research done by Thomas and Collier, who are both professors at George Mason University. They’ve done a study on bilingual education, which is an extensive review of student records from 1982 to 2000. It found that English language learners achieve better in academics over the long term if EnglishRead MoreEssay on Short Term Pastoral Counseling Final15227 Words   |  61 PagesTimothy 3:16-17; Ephesians 1:7) I will be using the solution-based, short-term pastoral counseling model based on Kollar’s (2011) Solution-Focused Pastoral Counseling, and Hawkins’ Pastoral Counseling Scenario and Assessment Model. Upon reviewing the case study Crossroads: A Story of Forgiveness, I have chosen Brody as the counselee who will be participating in the counseling process. Brody is a â€Å"S/I† personality type and exhibits â€Å"S† behaviors such relating best to a relaxed leader, being motivated byRead More_x000C_Introduction to Statistics and Data Analysis355457 Words   |  1422 PagesStatistical Association’s Joint Committee with the National Council of Teachers of Mathematics on Curriculum in Statistics and Probability for Grades K–12. In addition to her texts in introductory statistics, Roxy is also co-editor of Statistical Case Studies: A Collaboration Between Academe and Industry and a member of the editorial board for Statistics: A Guide to the Unknow n, 4th edition. Outside the classroom and the ofï ¬ ce, Roxy likes to travel and spends her spare time reading mystery novels. She

Uses and Abuses of Internet - 1705 Words

The Uses Abuses Of Internet The Internet started out as a small military experiment some 35 yearsago, the Internet is quickly becoming one of the most popular forms of communication. There is a present population of about 40 million usersworld wide, and it seems to have a very promising future. The Internetis uncensored and almost impossible to monitor, it is a breeding groundfor all sorts of offensive and derogatory information. On the other hand,it is probably the biggest single source of data in the world broughthome into your personal computer. Will this form of communicationsurvive in the future, or will it simply die out as many others have in thepast? The RAND CORPORATION built the first nodes of the Internet36 years ago, and†¦show more content†¦Thisis going to be a debate for the future, one that could determine if theInternet has a future. While just like everything has its advantages andflaws the same way Internet has created advantages problems for theusers. Internet has shrunk the vast so cieties into a global village. Peoplearound the world interact with one another through various chatrooms, people from various countries interact with one another to knowabout their societies, gain information, their lifestyle, their culturalnorms, day-to-day updates about whets happening in the world.Internet is the main of information people can gain information rangingfrom big issues to minor day-to-day information. People can log on tothe Internet to seek out information about religion. Housewife canbrowse to download recipes; people read the latest news on Internet canget information about the best institutes in a country. Internet users canshare their views and expression by joining chat rooms through whichthey can give info regarding a problem can debt about the globaleconomy and the latest crisis. Internet has solved the problem of the distance gap, which used to use to hinder the problem of timely deliveryof documents or information. E-mail the Internet mail deliverytechnol ogy helps firms and organization to place orders and receivestock orders within seconds. A country like Pakistan ordering productsfrom far way countries had the problem of waiting too long for therequiredShow MoreRelatedInternet Facebook Use Abuse4365 Words   |  18 PagesInternet Use and Abuse 1. Statement of the Problem Technology has advanced greatly in the last 20 years. The greatest advancement was the way we communicate. The Internet and Cell-phones have changed the way information is shared, the way we communicate and the way many of us spend our days. I find this all very interesting. I am now 23 and I have witnessed the world change from, house phones and letters, to the Internet and cell-phones. I remember when my family got caller ID for our homeRead MoreInternet Abuse Essay1710 Words   |  7 PagesNTRODUCTION The Internet has become a fully integrated part of our society, touching many aspects of our business and personal lives. 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This is demonstrated as Connor (2012) states: Companies can implement a web filtering tool such as our ContentProtect on company computers to block or track websites not related to work activities, and if you suspect excessive wasted time, the IT group can install an activity-monitoring software such SpectorSoft to follow all computer activityRead MoreInternet Addiction, Excessive Usage, And Gratification1419 Words   |  6 PagesNisaa Kirtman PSY 7102, Week 4 Internet addiction, excessive usage, and gratification: A review of two articles The growth of the internet and internet-dependency has become some of the many facets in people?s day-to-day lives. Smartphones, radio, the television, newspapers, and magazines are flooded with news and non-stop information that some may not classify as ?news? (e.g., celebrity gossip, etc.). 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Traditionally, offenders would be limited to what they were able to do with a limitation in resources as a specific pool of potential victims. However, technology has opened up new avenues and resources that offenders can use. Online child sexual abuse is a prominent issue as technology is allowing offenders more access to material, better ways to remain hiddenRead MoreEssay On Child Sexual Exploitation1383 Words   |  6 Pagesactivities he or she may be forced to take part in can cause emotional, physical, and social problems. â€Å" This is a technical definition which describes the act of achieving some gain, whether personal sexual gratification, or financial gain, through the use of children engaged in various types of sexual conduct, either virtual or in person. This is a highly profitable worldwide business, engaged in by people all over the world. 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National Pathology Accreditation Advisory â€Myassignmenthelp.Com

Question: Discuss About The National Pathology Accreditation Advisory? Answer: Introducation Informed consent is the permission a patient grants a treating practitioner to perform a pathology test after the practitioner has explained the possible consequences of the procedure. The level of consent needed by the treating practitioner relates to the kind of procedure being undertaken or the kind of information needed. The types of consent associated with pathology are implied consent, verbal consent and written consent (1). Implied consent happens when an individual willingly cooperates in a procedure without discussion. Verbal consent happens when an individual willingly states their consent to a pathology test. Finally, written consent happens when an individual willingly signs a consent form affirming the test and its linked implications have been explained and understood (1). Confidentiality is the obligation of the treating practitioner to protect a patient against improper disclosure of pathology test results. Informed consent and confidentiality are governed by the National Pathology Accreditation Advisory Council (NPAAC). Under NPAAC, informed consent is guaranteed in S1.4 (2). This section notes that consent is needed for an autopsy, which can be gotten from the next of kin. However, exclusion is allowed when the Coroner directs an autopsy. In some instances, the patient might grant consent antemortem. Consent might be needed for retention of a particular specimen or body part for research in laboratory and quality activities. In pathology tests, consent also includes informed financial consent. Financial consent happens when all the costs for a procedure are elucidated before the pathology test starts. The final account involving pathology test might be unknown before the pathology test begins. According to S1.5 of the NCAAP, the confidentiality and privacy of a patient should be observed at all times (2). The Privacy Act 1988 also governs informed consent and confidentiality in medical research. Based on the Privacy Act, researchers should seek patients consent before commencing their research activities (3). Also, they should protect the persons health information from unexpected or inappropriate use. Informed consent and confidentiality should also be observed in genetic testing. A treating practitioner should seek consent before commencing a genetic testing procedure in an accredited laboratory. The genetic results should be treated as confidential and should not be given to another healthcare provider or family member without the patient's consent (4). Another legislation that propagates confidentiality is Health Administration Act 1982. This Act specifically protects a persons HIV test results. The Act notes that it is an offence for a pathology laboratory to share or disclose a patients HV status results without written consent (5). How does your workplace manage the consequences of not obtaining informed consent? How is professional confidentiality maintained? My workplace is rmit university histopathology laboratory. Since rmit is teaching laboratory, we do not have consequences of not obtaining informed consent. The workplace acknowledges that consent to any pathology test should be sought from a patient. Further, the testing practitioners understand that failure to obtain consent could lead to legal actions. Evidently, failure to obtain consent might result in civil liability for adverse outcomes, even if the particular treatment was not negligent (6). Such a case might be classified as gross negligence, unauthorised practice or malpractice. However, my workplace is shielded from legal actions because of its a teaching centre. Professional confidentiality in the workplace is maintained in various ways. Firstly, there is a confidentiality agreement in the workplace. The confidentiality agreement is a legal document that particularises what information can be shared outside the laboratory. All new practitioners are required to sign the confidentiality agreement during orientation. Secondly, there are guidelines for collecting and handling patient information. Practitioners are required to de-identify the collected data to ensure it is stored anonymously. Codes are used on data documents instead of registering identifying information. Besides, practitioners are advised to keep separate documents that link the code to subjects identifying information. Several other elements that govern the handling of information are the removal of face sheets with identifiers, proper disposal of data, limited access to discernible information and securely storage of data documents. Fourthly, professional confidentiality in th e workplace is enhanced through the provision of training regularly. Training in the rmit pathology laboratory is meant to make sure that all testing practitioners understand the principles of professional confidentiality. Occasionally, training opportunities are provided to the practitioners to learn about privacy issues and the methods that can enhance confidentiality in the workplace. Lastly, professional confidentiality in the workplace extends to medical information as well as daily routines. References Department of Health. Pathology - The Facts. Consent - What you need to know. [Online].; 2013 [cited 2017 10 3. Available from: https://www.health.gov.au/internet/publications/publishing.nsf/Content/qupp-benefits-and-risks-for-consumers-of-pathology-testing~qupp-consent Australian Government Department of Health. Requirements for medical pathology services. Canberra : National Pathology Accreditation Advisory Council (NPAAC), Department of Health; 2013. Report No.: NPAAC Tier 2 Document. OAIC. Health information and medical research. [Online].; 2017 [cited 2017 10 3. Available from: https://www.oaic.gov.au/privacy-law/privacy-act/health-and-medical-research#medical-research. Royal College of Pathologist of Australia (RCPA). Pathology: The Facts. [Online].; n.d. [cited 2017 10 3. Available from: https://www.rcpa.edu.au/Library/Fact-Sheets/Pathology-The-Facts/Docs/Path-Fcts-Bookl HIV Legal. Privacy and Confidentiality. [Online].; 2013 [cited 2017 10 3. Available from: https://hivlegal.ashm.org.au/index.php/guide-to-australian-hiv-laws-and-policies-for-healthcare-professionals/privacy-and-confidentialit Australia Law Reform Commission (ALRC). Informed consent to medical treatment. [Online].; 2017 [cited 2017 10 3. Available from: https://www.alrc.gov.au/publications/10-review-state-and-territory-legislation/informed-consent-medical-treatment#_ftn36

Business Plan Healthy Restaurant free essay sample

Plan â€Å"Good eating Good looking† Free Healthy Foods Restaurant Business Plan: Executive Summary * This is a business plan for a a fast-casual restaurant, serving fast, fresh, healthy grilled meats and vegetables. Business Plan Mission Statement: * Good eating Good looking will offer a trendy, fun place to have great, healthy food, vitamins shackes in a social environment. Our Chef has a large repertoire of healthy ingredients and recipes. Good eating Good looking forecasts that the majority of purchases will be from the dietitian’s recommendations. Healthy recipes will be used to provide the customers with a diverse, unusual menu. Chef will also emphasize healthy dishes, recognizing the trend within the restaurant industry for the demand for healthy cuisine. The Market * The first restaurant will open in Nicosia ( The population of Nicosia on January 1st 2011 is approximately 239,945). The second group that will be targeted is young happy customers which are growing at an annual rate of 8% with potential customers. We will write a custom essay sample on Business Plan Healthy Restaurant or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The third group is rich hippies who naturally desire healthy foods as well as ethnic cuisine. The fourth group which is particularly interested in the menus healthy offerings is dieting women which number in the area. The fifth group families and individuals. Families make up the majority of dinner time business with individuals making up the majority of lunch time business. The family segment is increasing annually at with potential customers. The individuals have a growth rate with potential people within the segment. â€Å"Good eating Good looking† will operate in the fast-casual niche of the restaurant industry, competing against fast food franchises and traditional sit down restaurants. Healthy Restaurant Business Plan Forecast: Competitive Edge The customer experience is extremely important as an effective way of distinguishing â€Å"Good eating Good looking†. Having such a good experience will encourage repeat business. The second competitive edge is â€Å"Good eating Good looking† offering of fast, healthy food. Business Plan Forecasts â€Å"Good eating Good looking† is forecasting for  aggressive growth. Each location will be ? square feet, on average, able to serve approximately ? people. For restaurants to succeed, the key factor is location. We had developed criteria for future site locations (density business areas of the city, close to gym ) Healthy Restaurant Sample Profit Plan (First Year)