Over a half century ago (1961) one of the first major contributions of the Advertising Research Foundation (ARF) was to establish a model of how advertising works which was updated in 2003 by Erwin Ephron, myself, Jim Spaeth, Bill Moran, Denman Maroney, and Phil Brandon. Even the 1961 version had a stage called Advertising Perception, meaning the noticing of the ad.
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