LOST AND FOUND - THE INFORMATION-PROCESSING MODEL OF ADVERTISING EFFECTIVENESS

The objective of this study is to formulate a general framework for ad vertising research. The article provides a brief review of the hierarc hy-of-effects paradigm, Petty and Cacioppo's (1983) elaboration-likeli hood model (ELM), and McGuire's (1978) information-processing model (I PM). It is argued that the usefulness of the ELM for advertising resea rch derives from its heuristic rather than integrative merits. It is f urther argued that the IMP, if appropriately revised on a number of cr itical aspects, incorporates rival proposals in the hierarchy-of-effec ts paradigm as well as the ELM and provides a sufficiently general fra mework for research on advertising effectiveness.