acronym: Awareness Comprehension Convection Action
ACCA model was proposed by Russel H. Colley in 1961 as important
to the development of specified advertising goals and measuring adverticing
effectiveness. The core of this formula is definition of the audience that
goes through some of 4 steps of cunsumer's behavior. ACCA formula is a part of
DAGMAR method.
At one hand this formula describes a possible sequense of the steps
that conduce to purchase. In this meaning the ACCA is an influence tool and
a strategy of advertising.
At other hand it defines subgroups of audience
affected by advertising. In this meaning ACCA formula is a measuring tool,
a way to define inspection points.
Compare the measuring function of the ACCA model to the
AIDA inverted triangle.
