LAVIDGE AND STEINER MODEL

In 1961 ,Robert J.Lavidge and Gary A. Steiner proposed a new model for marketing communications,which ysed hierarchy of effects but included persuasion as an important factor in the model.This model considered the long-term effectsof advertising too.According to the Lavidge and Steiner Model*,a customer who is totally unaware of the product goes through the following six steps before making a purchase:
1) AWARENESS: In this step,the customer becomes aware of the existence of the product.
2) KNOWLEDGE: The customer comes to know about the features and uses of the product.
3) LIKING: The customer develops a favourable attitude towards the product.
4) PREFERENCE: Here,the customer develops preference for the said brand over other competitive products or substitutes.
5) CONVICTION: This step involves a desire to buy the product.The customer is convinced of a good purchase.
6) PURCHASE: The customer makes the actual purchase.
EXAMPLE: Hyundai Motors Limited used the model successfully while launching its small car, Santro, in India.