Advertising's double helix: A proposed new process model

Most process models of how advertising works are linear and posit that rece ivers of advertising messages move through several hierarchical stages trad itionally described as Attention, Interest, Desire, and Action (AIDA); Awar eness, Comprehension, Conviction, and Action (DAGMAR); or Knowledge, Liking , Preference, Conviction, and Purchase (Learn-Feel-Do). Attempts have been made to construct process models that are nonhierarchica l in structure (Preston, 1982; Moriarty, 1983), yet no model has been propo sed that accounts for the nonlinear, dynamic nature of the advertising proc ess. Existing models assume a constant level and frequency of message deliv ery-rarely present in the advertising environment-and a linear progression from awareness toward an end-game of purchase or adoption, which is seldom an orderly one. The model proposed here is in the shape of double helix. Its shape was sugg ested by the famous double helix structure of DNA proposed by Francis Crick and James Watson in 1953. The model posits that advertising is nonlinear, multidimensional, and achieves its effects over time, within limited parame ters of medium and message. The model can be applied to a variety of advert ising types and genres-consumer, business-to-business, corporate, political . It can also be applied to other models, such as the still-developing mode ls for integrated marketing communications and interactive advertising.