Robert J. Lavidge

Robert J. Lavidge

Robert J. Lavidge is a researcher and co-author of the 1961 Journal of Marketing paper on predictive measurements of advertising effectiveness.

Who they are

The work of Robert J. Lavidge reaches this site through the paper listed below. On this site the name is tied to Hierarchy of Effects.

Key papers

Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. What it reports: Examines advertising research starting from what advertising is meant to do and what its functions are, then considers what that implies for measuring the effectiveness of proposed advertisements.

Key ideas

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

Sources

  1. Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.