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Modely hierarchie účinků

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Presentation on theme: "Modely hierarchie účinků"— Presentation transcript:

1 Modely hierarchie účinků

2 Raný vývoj St. Elmo Lewis - 1898 Sheldom - 1911 Satisfaction Action
Attention Interest Desire Action Action Desire Interest Attention

3 Moderní vývoj Lavidge a Steiner - 1961 Conative Purchase
Ads stimulate or direct desire Convinction Affective Preference Ads change attitudes and feelings Liking Cognitive Knowledge Ads provide information and facts Awareness

4 Moderní vývoj Russell H. Colley - 1961
DAGMAR – Defining Advertising Goals for Measured Advertising Results Awareness Comprehension Convinction Action

5 Moderní vývoj William J. McGuire
Presentation, Attention, Comprehension, Acceptance, Retantion, Behavior change

6 Příležitost - Obrana Richard Vaughn – 1980 Foote Cone Belding Grid

7

8 Příležitost - Obrana Rossiter -Percy Grid

9 Elaboration Likelihood Model
Richard E. Petty a John T. Cacioppo

10 Theory of reasoned action
Icek Ajzen a Martin Fishbein – okolo r. 1970

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