How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness
提出广告响应建模框架，整合多种广告测试指标，通过两个案例展示如何评估广告是否按营销目标被正确加工，并识别影响说服的关键变量。
ARM provides a framework to assess advertising performance by integrating several multiple measures used in copy research today. Two alternative routes to persuasion are delineated: central and peripheral. During central processing, the focus is on the product/ brand and message-related variables; during peripheral processing, the creative executional aspects of the advertising are dominant. Through the application of ARM in two case studies, it is shown that results can help evaluate if the advertising that is being tested is processed appropriately in view of the marketing communications objectives set forth for it. By identifying message- and execution-related variables that were important in influencing persuasion, ARM can offer added insight, beyond what traditional copy measures can reveal.