Advertising is now one of the most intelligent industries in the world. They can adapt to the new changes and innovations of the surroundings like in technologies. With the booming industry using online strategies, advertisers have discovered that they can reach a wider range of audience with the use of internet connections particularly to social networking sites like facebook.
One of the features of Facebook is the profile of the user where the user can share some information about them. Among this information are favorites, hobbies, interests, etc. This kind of information can be shared to your friends like in the newsfeeds where friends can discover such information about you that can build understanding with them.
Advertisers found out that they were able to note the preferences of their possible consumers depending on the information that they share online which can get the interest and attraction of the buyers. They can possibly get the information online by means of the profile page, browsing history or the cookies in your browser. Because of these information, the advertiser can possibly advertise to their online consumer what is fitted to their preferences.
The hierarchy of effects sets the foundation for the exploration of consumer thought- processes and is one of the main theories used to explain how we believe advertising works. Lavidge and Steiner (1961) introduced the hierarchy of effects in their theoretical essay exploring the influences on consumer decision-making. This theory, which acts as a consumer model of advertising, introduced the concept that advertising can be a long-term process, countering the prevailing opinion that all advertising should incite immediate action from the consumer to be successful. The six steps of the hierarchy include awareness, knowledge, liking, preference, conviction, and purchase. The researchers recognized that individuals travel through the steps at differing speeds depending on the level of involvement with the product and individual motivation, among other factors. They believed understanding the consumer‟s decision-making process allowed advertisers to construct more persuasive messages.
Smart interactive ad is a good strategy and makes the lives of advertisers and consumers easier. But in every relationship, there is always a boundary. Advertisers should know their boundaries whenever they got the information about their consumer. It should be keep privately and intimately. They should be contented with the information of the consumer has given; it is not a good move to overstep the bounds and ask for more information rather than what it has given to you. For the online users, they should be responsible with their information they posted in the internet especially in social networking sites. As an online user, we should be more aware with it. There’s nothing wrong in sharing your interests, hobbies etc. but I think, personal information should not be placed or posted online. It is better to keep personal and critical information about you in private. We should also be more aware about the private settings of our accounts so that we can control the person who can view our information.