Advertising Management Hierarchy of Effects Model Hierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase: A good advertising strategy is structured around these 3 questions: Who is the message targeted at? At which of these steps is the targeted audience? How to source your message? In order to answer the first question, the marketer should resort to a concept called "Segmentation". Segmentation Segmentation can be done based on a range of criteria: Demographics Psychpgraphics Generations Geographic Geodemographics Benefits Usage The segmentation here, however, is not in the way of segmentation for product development; but rather, segmenting depending on the type of audience that you want to design an advertisement towards. A product can easily be targeted at different types of consumer bases, but often times achieving attraction upon different consumer