A model is described that helps guide advertising strategy, based upon careful attention to brand awareness and brand attitude. In this model, an important distinction is drawn between recognition brand awareness and recall brand awareness. Brand attitude strategy is seen as reflecting an interaction between a potential consumer's involvement with the purchase decision and the underlying motivation to purchase. Applications of the model are discussed.

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In this article, highly experienced advertising academics and advertising research consultants John R. Rossiter and Larry Percy present and discuss what they believe to be the seven most important methodological guidelines that need to be implemented to improve the practice of advertising research. Their focus is on methodology, defined as first choosing a suitable theoretical framework to guide the research study and then identifying the advertising responses that need to be studied. Measurement of those responses is covered elsewhere in this special issue in the article by Bergkvist and Langner. Most of the frameworks are derived from the authors' own published work, although other frameworks are noted where appropriate.

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