6. Understanding Advertising Process: Models and Theories

This chapter explains how advertising works by incorporating various models and theories. Advertising in its simplest sense refers to communication that promotes sales. By looking at the various process of advertising from creating awareness to initiating purchase behaviour, advertising is sometimes no longer seen as a communication tool the only motive is to promote a product. Advertising creates a perception about the brand, builds brand image and a lot more. Advertising is a broad and complex process. It is important to overview the models and theories that are related to advertising to understand the philosophical and practical aspects of advertising. Advertising is divided into two broad categories, commercial advertising and non-commercial advertising (public service advertising). Both forms of advertising are different from one another where the former aims to sell a product and the latter aims to create awareness of social issues and modify behaviour for the well-being of the people. Therefore, the chapter explains models and theories of advertising for a better understanding of the advertising process.