In Quest of the Holy Grail
The Bumpy Road from OTS to Certainty to See
Herman BosVerify Nederland, Netherlands
Lucas HulsebosIntomart GfK BV, Netherlands
Marion AppelReed Business Information, Netherlands
BACKGROUND: THE ARF CIRCLE
Looking at the ARF model, there are some problems in determining the fourth step, namely advertising attentiveness. It is the first step in the ladder where the opportunity to see is determined by both the medium and the ad content itself. It estimates the degree to which the reader/viewer/listener is focused on the advertising message to which he or she has been exposed. It...