SOME THEORETICAL MODELS EXPLAINING ADVERTISING EFFECTS
SOME THEORETICAL MODELS EXPLAINING ADVERTISING EFFECTS

Summary/Abstract: Persuade clients is still the main focus of the companies, using a set of methods and techniques designed to influence their behavior, in order to obtain better results (profits) over a longer period of time. Since the late nineteenth - early twentieth century, the american E.St.Elmo Lewis, considered a pioneer in advertising and sales, developed the first theory, AIDA model, later used by marketers and advertisers to develop a marketing communications strategy. Later studies have developed other models that are the main subject of this research, which explains how and why persuasive communication works, to understand why some approaches are effective and others are not.

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