Bambang Sukma Wijaya

Bambang Sukma Wijaya

Bambang Sukma Wijaya is a researcher and author of the 2012 International Research Journal of Business Studies review of the development of the hierarchy of effects model in advertising.

Who they are

The work of Bambang Sukma Wijaya reaches this site through the paper listed below. On this site the name is tied to Hierarchy of Effects, Marketing Funnel (AIDA).

Key papers

Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85. What it reports: Reflective review of the development of the hierarchy of effects model in advertising. Attributes AIDA to writing from 1900 and 1925, argues its variables need updating for digital communication and consumer-oriented marketing, and proposes a longer sequence of stages.

Key ideas

Hierarchy of Effects: The idea that advertising works through an ordered sequence of effects, such as awareness, interest, desire and action.

Marketing Funnel (AIDA): A model of where an audience sits in stages, from awareness to action, used to choose the right campaign at the right time.

Sources

  1. Wijaya, B. S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.