| Former researchers have already brought forward many valuable models of audience's response on how advertisement influences the purchase decision of the consumers. In order to do further research work on this matter, I tried my best to collect and classify these models, moreover analyzed and compared them with each other. Finally I got enlightened greatly and found out some limitation of these models. So I bring forward my own models which are composed of ACB model, JYZ model and JIANG model , these advertising audience's response models are somewhat different from the former ones.The first model called ACB model is relatively abstract and concise. This model reveals the elementary structure of audience's response, and reflects the interaction of Cognitive process, Attitudinal process and Behavioral process. The second model named JYZ model is more integrated compared with the former ones, which is more explicit to instruct practice either. I called my last model JIANG model. Jiang model is a complicated systemic model, which reflects the audience's response process on advertising, covering the interactions of a large number of portions. In virtue of these three models without the deficiency of former ones, we can clearly work out how the advertising audience responds to advertisements. |
