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

Abstract

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.