Abstract
This paper aims to review the hierarchy of effects models in advertising. The AIDA (Awareness, Interest, Desire, and Action) model has been used by many advertising and marketing academicians and practitioners in marketing and advertising literature. The model is used to measure the effect of an advertisement. However, the development of information technology has radically widened and changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to people-oriented marketing. People’s reactions to advertisements are changing from feeling offended, outraged or embarrassed to happy, eager and excited, and vice versa due to culture, tradition, norms moral and religious virtues. As the advertising and marketing field is becoming more complex, therefore the variables in the hierarchy of effects needs to be more systematic in approaching to understand how the evolving socio-demographic impacts consumer power. Based on in-depth literature review and reflective method, this paper introduces a new concept of hierarchy of effects model that was adopted from AIDA, namely: SIVAM (Sensibility, Inquisitiveness, Voracity, Adjudication and Mediate).
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