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| Author: | Mehta, A. |
| Title: | How advertising response modeling (ARM) can increase Ad effectiveness |
| Journal: | Journal of Advertising Research
1994 : MAY-JUN, VOL. 34:3, p. 62-74 |
| Index terms: | ADVERTISING RESEARCH EFFECTIVENESS |
| Language: | eng |
| Abstract: | ARM provides a framework to assess advertising performance by integrating several multiple measures used in copy research today. Two alternative routes to persuasion are delineated: central and peripheral. During central processing, the focus is on the product/brand and message-related variables; during peripheral processing the creative executional aspects of the advertising are dominant. Through the application of ARM in two case studies, it is shown that results can help evaluate if the advertising that is being tested is processed appropriately in view of the marketing communications objectives set forth for it. |
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