ARF Model of the Future

Mike suggests that we lean in on the cognition part Start by contacting a few leading minds in psychology especially with regard to cognition stages functions structures and processes Find out what has already been established and what the burning questions are that remain to be answered Then seek sponsorship from ARFMSICIMM members for groundbreaking experimental science in pinning down what39s missingInvite job candidates to apply live during the Media and Advertising Communityamp8217s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereMike39s suggestion was so inspiring that it got me to write down my own current theory of the stages in the process of taking in an ad stimulusTo review the models to date the first was Attention Interest Decision Action AIDA This came out of the naamp239ve assumption of human rationalityThen the first ARF Model Vehicle Distribution Vehicle Exposure Advertising Exposure Perception Communication Sales Very heavy on the delivery mechanics half of the demand chain three out of six Rory Sutherland has written brilliantly about that pitfallThen the 2002 ARF Model Vehicle Distribution Vehicle Exposure Advertising Exposure Attention Communication Persuasion Advertising Response Sales The addition of Persuasion brings the model up to date with the conversion of advertiser copy test key scores from recall to persuasion in the 1960sPersuasion was the biggest 20th century discovery relevant to this topic and came out of WWII Army attitude scaling work done by people who came back from war and into advertising research and similarly insightful people like Herb Krugman Al Achenbaum and Russ Haley The ARF Model at that point 2002 really needed persuasion more than it needed anything elseThe addition of the Advertising Response level was of course in recognition of the massification of leadgenerating consumer journeys through the popularization of direct response enabled by digital All of a sudden the interim between an ad planting a seed and its activation being triggered was a phase of physical behavioral engagement that practitioners naturally wanted to focus on so as to better understand this vital last milePerception was changed to attention by Erwin on the grounds of operationalizability Erwin felt that perception detection would require science more costly than practitioners would consider practical He agreed they would be wrong to consider the costs unjustified Attentiveness could be measured by questionnaires and although Erwin was well aware of the looseness of such measures he was not foreseeing eye tracking coming from lab to home He didn39t believe me when I told him it was coming in our lifetimes and to our great misfortune he was right in terms of his lifetime But today Adelaide TVision Lumen RealEyes AmplifyIntelligence Media Science and others are tracking eyes on screen so we could have left the word perception rather than changing it to attention Or could we More on this in a momentThe 2022 ARF Model still in development is leaning toward combining Advertising Response and Sales I personally would keep them separate but having had my fun with the model I don39t want to hog it from the younger folksMy current theory has ten stepsApperception only subconscious detects itPerception shows up in optic nerve andor Broca39s AreaNoticing the human notices the adConscious Perception the human focuses senses on the adAttention the human either bounces off or not fixation duration metricInterest the sustained prior condition past a benchmark eg 1 secondAffect the positivenegative feelings associated witharoused by the stimulusCognition the human is aware of having paid some attention to the stimulus and in System 1 or 2 or other Systems cogitates upon that eventMotivationPersuasion the event has either modified predisposition to the brand or not this will be related to the preexisting motivations of the human the same is true of steps 18 preexisting motivations will determine the likelihood of each of these stages occurringAction looking up the brand going to its website getting reader reviews going to store buying recommendingIn a given instance a human might go from steps 14 within one second in other cases it might take 15 seconds The next time the ad plays the same ad might get a faster cycle if it planted any sort of seed in the first playHorst Stipp asked me whether each step depends upon the prior step and I postulate that the steps could occur in some other sequence and that some steps could occur without prior steps having occurred This is consistent with the 2002 ARF Model which explicitly stated the nonlinearity of the Model We look forward to finding out the truthHowever it comes out in the end Fomentum Empeiria Foment Empiricism Scott39s first ARF buttonClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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ARF Model of the Future

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Bill Harvey

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