Modeling Linkage-Advertising: Going Beyond Better Media Comparisons
本文提出建模客户与营销者之间的信息搜索和双向响应过程有助于设计有效广告，并描述了一个20步的客户-营销者数据库广告框架，强调广告与后续关系建立活动的整合。
The proposition is examined here that modeling what actually happens in customer/marketer information search and two-way responses is helpful for designing effective advertising programs. A 20-step, customer-marketer, database advertising framework is described with implications offered for building relationships with customers. The need to integrate advertising with following relationship-building contacts with customers is emphasized. While many advertisers and advertising agency account managers continue to fight it, Advertising Age's Joe Cappo's predictions about the integration of advertising into database marketing are accurate. The 20-step framework is offered as a draft blueprint for embracing new realities in advertising strategy.