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Abstract
The Elaboration Likelihood Model is the motivation for this study, which puts forward various peripheral routes that are used by an advertiser for not only making the advertisement attractive but also creating an impulse among the audience. The article details various possible dimensions of content that are applicable in an advertisement. Through rigorous literature review, the article identifies various theories and models that have led to the successful adaptation and implementation of each variant of content. The discussion at the end of the article presents a 4R model of content generation that will enable advertisers to make corrective decisions for advertisement in traditional and new media channels.
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Notes
Source: Hernández, Jiménez, and Martín (Citation2009).
The authors said that it is the “content, design, and context to determine which elements are effective in creating and maintaining attention, interest, and motivational click through.”
Categorizing visual appeal as display attractiveness, aesthetic appeal, and general appearance.
The content refers to the information, the characteristics, or the services offered on a website.
The design refers to the way in which the content is made available to the users.