OBSERVATIONS: Advertising's Double Helix: A Proposed New Process Model
本文提出一个双螺旋形状的非线性广告过程模型，以替代传统的层级模型，适用于多种广告类型和整合营销传播。
Most process models of how advertising works are linear and posit that receivers of advertising messages move through several hierarchical stages traditionally described as Attention, Interest, Desire, and Action (AIDA); Awareness, Comprehension, Conviction, and Action (DAGMAR); or Knowledge, Liking, Preference, Conviction, and Purchase (Learn-Feel-Do).Attempts have been made to construct process models that are nonhierarchical in structure (Preston, 1982; Moriarty, 1983), yet no model has been proposed that accounts for the nonlinear, dynamic nature of the advertising process. Existing models assume a constant level and frequency of message delivery-rarely present in the advertising environment--and a linear progression from awareness toward an end-game of purchase or adoption, which is seldom an orderly one.The model proposed here is in the shape of double helix. Its shape was suggested by the famous double helix structure of ONA proposed by Francis Crick and James Watson in 1953. The model posits that advertising is nonlinear, multidimensional, and achieves its effects over time, within limited parameters of medium and message. The model can be applied to a variety of advertising types and genres-consumer, business-to-business, corporate, political. It can also be applied to other models, such as the still-developing models for integrated marketing communications and interactive advertising.