The Association Model of the Advertising Communication Process

Publisher Website
Google Scholar
Abstract
The Association Model, a new advertising process model based upon traditional predecessors such as AIDA, is introduced. Its steps of consumer response are described in detail; they are chosen so as to enable the model to incorporate all measures of research commonly used in advertising. The research measures appropriate to each step are discussed and identified. The Association Model is compared with previous models, which lack various essential research steps. The model is further justified for its ability to incorporate pertinent elements of both the traditional S-R psychology and the newer consumer information processing. The emphasis on the process of “association” is explained, and literature on the function of association in advertising is reviewed.