Fazal Ur Rehman
Fazal Ur Rehman is a researcher and first author of the 2014 Information Management and Business Review short review of the historical development of the hierarchy of effects model.
Who they are
The work of Fazal Ur Rehman reaches this site through the paper listed below. On this site the name is tied to Hierarchy of Effects.
Key papers
Rehman, F. U., Javed, F., Nawaz, T., Ahmed, I., & Hyder, S. (2014). Some insights in the historical prospective of hierarchy of effects model: A short review. Information Management and Business Review, 6(6), 301-308. What it reports: Short review of the historical background of the hierarchy of effects model across early development, modern development and digital phases; covers the AIDA steps and concludes the model remains applicable to print, social, mobile and online advertising.
Key ideas
Hierarchy of Effects: The idea that advertising works through an ordered sequence of effects, such as awareness, interest, desire and action.
Sources
- Rehman, F. U., Javed, F., Nawaz, T., Ahmed, I., & Hyder, S. (2014). Some insights in the historical prospective of hierarchy of effects model: A short review. Information Management and Business Review, 6(6), 301-308.