Zasada piramidy efektów reklamy w świetle wyników badania
Advertising effects pyramid - the results of research

Summary/Abstract: Advertising effects are often shown as a pyramid, with cognitive effects at the bottom, affective effects in the middle and conative effects on the top. Thus it is assumed Zasada piramidy efektów reklamy w świetle wyników badania 125 that the level of successive communication and behavioral effects of advertising is lower and lower, that is the number of consumers demonstrating each of these effects gradually falls. The authors recalling the advertising effects pyramid usually consider it universal rule but rarely show the results of research supporting its appearance. One of the goals of research project devoted to the identification and evaluation of advertising effects was the empirical verification of this rule. Treating the Rossiter-Percy and Lavidge-Steiner models of advertising effects as a theoretical fundament of the research, communication and behavioral effects of chosen brands offered on domestic market and supported by advertising were measured and the results are presented in this article.

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