The Action Model for Measuring Influence in Advertising

Despite the abundance of different theories there is little agreement on the suitable model that would explain how influence in advertising works. Historically, theoretical models have moved from including solely rational components towards including emotional components and from focusing on sequential processing towards hierarchy free processing models. Based on the existing literature, several most representative models are presented, described and evaluated. In a quest to explain a broader view on advertising influence we introduced the ACTION model (an acronym for Aim, Connection, Techniques, Identity, Opportunity and Numerous). Advantages, suggestions for future research and a critical discussion of using this model are further discussed.