page_title: Advertising management
section_title: Theories of advertising effects
hierarchical_section_title: Advertising management / Theories of advertising effects
caption_attribution_description: Piccadilly Circus in London. The famous advertisment displays. That keeps changing. Had to see it for myself. Looks good. Piccadilly Circus at night. Lyca Mobile and Hyundai. Meet you here at 6pm
context_page_description: Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.
  Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
  Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to that communicate the corporation's values in an effort to influence public opinion.
context_section_description: Studies have repeatedly demonstrated a clear association between advertising and sales response. Yet the exact process that leads from the consumer of being exposed to an advertising message through to a purchase or behavioral response is not entirely clear. Noting the difficulties in explaining how advertising works, one theorist wrote, "Only the brave or ignorant...can say exactly what advertising does in the market place."
  The advertising and marketing literature suggests a variety of different models to explain how advertising works. These models are not competing theories, but rather explanations of how advertising persuades or influences different types of consumers in different purchase contexts. In a seminal paper, Vankratsas and Ambler surveyed more than 250 papers to develop a typology of advertising models. They identified four broad classes of model: cognitive information models, pure affect models, hierarchy of effect models, integrative models and hierarchy-free models.
caption: Advertising messages are all around us, yet the mechanism which leads from exposure to brand advertising through to sales is not entirely clear
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