Originally written in 1998, The Conceptual cultural influence and effects theory provided a framework for analysing and modelling effects research against traditional audience effects models.

Over twenty years later, the CCIAET now incorporates a value graphics step to quantify (where possible) target audience through shared values in place of ‘demographics’.  Also updated are passive and active audience elements

True to the original designation of the framework, it seeks to understand the cultural context of audience engagement, to better understand audience research.

The key elements are:

• Micro – macro platforms
• Long term – short term
• Passive – active
• Remarketing – direct / in direct
• Value graphics
• Consume – engage (interactive/CTA)