How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness

Abhilasha Mehta

117 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

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.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1965The Impact of Television Advertising: Learning Without Involvement 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1954Communication and persuasion 1968Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change

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