Observations: Advertising's Double Helix: A Proposed New Process Model

Bill Huey

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.

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.

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