![]() However, later in the year 1900 the model was modified by Lewis and included action as an essential step in the path that gained popularity as Attention → Interest → Desire → Action or AIDA (Barry T.E., 1987 Barry, T.E. The model was primarily focused on enhancing sales without much concentration on the need of the customer. ![]() The hierarchy models of communication effects have gone through several modifications ever since the first and most widely used AID model which was an effective framework to describe the customer path ( Wijaya, 2011). To comment on the relevance of hierarchy of communication effects models in the shifting of customer path. The objectives of this research work have been formulated as under: This paper therefore is an attempt to understand the changing dimension in the hierarchy of effect models of advertising through the traditional, modern and the digital era that has eventually witnessed a paradigm shift towards the development of a new customer path. In addition to generating awareness about products and inducing purchases, the new age marketing communication concentrate on building brand value and customer loyalty ( Wijaya, 2012). Contrary to the earlier models, which were more oriented to gain the attention of the customers, the hierarchical models due to the digital transformation are more inclined towards adding value to the brand so as to gain brand advocates ( Kotler et al., 2016). However, with the development in the area of information and technology, the hierarchical models of advertising effects underwent significant transformation. Thereafter several hierarchical models were developed by researchers in their inquisitiveness to understand the transformation that took place in the behavioural pattern of customers due to advertisements ( Smith and Swinyard, 1983 Cobb and Hoyer, 1985). Elmo Lewis in the year 1898 which is popularly known as Attention-Interest-Desire (AID). Also, according to Barry, (1987), Barry and Howard (1990), the first traditional model of measuring advertising effectiveness was introduced by E. However, understanding the customer is a complex process because of the regular shift in their tastes and preferences which has led to constant research on the understanding as well as developing frameworks to describe the customer path, as it is evident from previous literature related on the different hierarchical models of advertising effects ( Barry, 1987 Barry and Howard, 1990). Customers today are better informed about products through the exchange of information that happen in those online communities. The digital economy has further enhanced an undisrupted flow of information amongst the online customer communities that has led to the delivery of transparent information about products and services from the marketers, so that they can transform a customer into a loyal brand advocate ( Kotler et al., 2016). Over the years, there has been a need-based transformation in the way companies communicate with its new breed of emerging young customers who are connected with one another on a virtual platform. ![]() Such online customer communities are a conglomerate of acquaintances connected with one another in the digital world and are sensitive to any sort of irrelevant and manipulative product or service related information. However, the emergence of the digital economy has provided a new dimension in the form of online communities of customers who are the contemporary target groups for marketers ( Kotler et al., 2016). Traditionally, marketing was primarily focused on segmenting, which is a process of dividing the entire market into homogeneous groups based on geographic, demographic, psychographic and behavioural profiles, and thereafter targeting the customers in each group based on their needs. The hierarchy models of communication effects prevalent since the 1900s ( Barry and Howard, 1990) need a reoriented look. ![]() The digital disruptions have significantly affected the hierarchy models of advertising effects and have generated a paradigm shift in the way customers think and make decisions. The full terms of this licence maybe seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in Vilakshan – XIMB Journal of Management. Copyright © 2021, Rishi Chakravarty and Nripendra Narayan Sarma.
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