Advertising's Double Helix: A Proposed New Process Model
Bill HueyKnapp, Inc.
This paper proposes a new process model for advertising. Much painstaking work has been done by advertising researchers to catalog and describe advertising effects, yet relatively little has been done to develop a process model to show how these effects interact with each other and with the message receiver. The model proposed here is three-dimensional and nonlinear and offers several distinctive characteristics. Its shape was suggested by the famous double helix structure of DNA first proposed by Francis Crick and James Watson in 1953.
Most process models of...