Advertising effects model

The advertising effects model is based on a number of inter-related variables which work together, and the impact of which cannot be separated.

Advertising effects model

Giep Franzen

The advertising effects model is based on systems theory, in which a variable interacts with other variables so thoroughly that cause and effect cannot be separated. A single variable can be both cause and effect. The model identifies seven groups of effects:

  1. Attention: Attention to an advertisement is determined, among other things, by the existing attitude towards the product category and the brand. Attention is also affected by the degree of product experience. Increased experience reduces uncertainty and, in turn, decreases the openness to new information.

  2. Advertising processing:Advertising is processed at different levels,...

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