Determinantes de la eficacia publicitaria actual: el Modelo AMBER (Atención-Motivación-Brand Engagement-Respuesta)

Article Sidebar

PDF (Castellano)

Main Article Content

José Martí Parreño
UNIVERSIDAD EUROPEA DE MADRID

The new media landscape arose during the last years, the fragmentation of the audiences; advertising clutter and changes in consumer behaviour are just a few drivers challenging traditional advertising communication models, demanding new models that perform better. This paper has as a main goal a proposal of a new advertising effectiveness model featuring Attention, Motivation, Brand Engagement and Response (AMBER) as main factors. These factors, along with theoretical and managerial implications are also discussed. 

Keywords
advertising, advertising models, hierarchy of effects, the AMBER model

Article Details

How to Cite
Martí Parreño, José. “Determinantes de la eficacia publicitaria actual: el Modelo AMBER (Atención-Motivación-Brand Engagement-Respuesta)”. Questiones Publicitarias, vol.VOL 1, no. 17, pp. 122-38, https://raco.cat/index.php/questionespublicitarias/article/view/349750.
Rights

Copyright

Authors who publish with this journal agree to the following terms:
  1. Authors retain copyright.
  2. The texts published in this journal are – unless indicated otherwise – covered by the Creative Commons Spain Attribution 4.0 licence. You may copy, distribute, transmit and adapt the work, provided you attribute it (authorship, journal name, publisher) in the manner specified by the author(s) or licensor(s). The full text of the licence can be consulted here: https://creativecommons.org/licenses/by/4.0/.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).