Alyssa_Ch7

Communications Effects Pyramid

Advertising and promotion perform communication tasks the same way a pyramid is built. First, it accomplishes the lower level objectives such as awareness and knowledge and comprehension. The percentage of prospective customers declines once they move up the pyramid since the lower levels are easier than the layers toward the top such as repurchase and regular use. It can also be used to determine promotional objectives for a established brand. It determines where the target audience sits on the pyramid and allows the company to determine what changes or new strategies to make in order to improve. 

http://www.wheelhouseadvisors.net/4-brands-with-phenomenal-customer-loyalty-and-engagement/