Lavidge and Steiner's (1961) hierarchy of effects model was developed to show the process of how advertising works. Lavidge and Steiner believed that advertising is a long-term process that moves consumers time through a series of six stages. It is based on the classic effect structure hierarchy; cognition (thinking), affect (feeling) and conation (doing). Lavidge and Steiner's model breaks down these three phases starting from: Awareness (cognitive/thinking): a customer who is completely unaware of the product becomes aware of its existence. Knowledge (cognitive/thinking): the consumer learns the product characteristics and benefits. Pleasure (affective/feelings): the consumer's attitude towards the product becomes positive. Preference Focuses on getting people's attention and then trying to persuade them to take action and buy the product. It works in a very linear way, step by step. Due to its simplicity, it is easy to see which ads AIDA can be applied to. For example, an AIDA-compliant print ad should have an eye-catching image or headline, something that stands out and grabs attention. He would then have some copy or non-verbal communication with the information to create some interest. Followed by a suggestion on how the consumer could benefit from it, or by a direct appeal to the consumer perhaps through the use of personal pronouns, or even by associating the brand with a good reputation to create desire. Then finally a website, a place, a date or a name that the consumer can use to take action. The AIDA model is based on advertising satisfying a human need, you could say that this is how advertising works. Ads target consumers to show them how their product can meet consumer needs. Without the desire phase of AIDA the consumer cannot move to the action phase and purchase the product. Advertising creates desire by appealing to the consumer's personal needs and wants. The model can also be easily applied to significant purchases, but not so easily to meaningless "spontaneous" purchases. For example, if you see an advertisement for chewing gum, it is unlikely to make you take action and purchase the product or actively search for the product the next time you shop, but it is more likely that the advertisement would have increased your your awareness of the product and when you were out and decided you wanted the gum, you recognized the gum and bought it because it was the one you were most familiar with. Thus completely ignoring the interest, desire and action parts of the AIDA model. The AIDA model is more of a technique used in advertising and by marketers than a theory of how advertising actually works, but it has been proven to be effective and work as well as many others. There are successful ads that fit the model, which supports the idea that advertising is a strong force that compels a passive consumer to take action and purchase a product.