Model oddziaływania reklamowego: weryfikacja dotychczasowych założeń
The model of advertising impact: a review of existing assumptions

Summary/Abstract: There are many different, sometimes conflicting views as to how advertising affects consumer. On the one hand, a view can be found that cognitive processes mediate in the decisionmaking process of purchasing and advertising provides information about the product. On the other hand, a statement can be found that the advertising influences emotional processes and the main determinant of purchase decision are the feelings towards the product. Most of advertising models are based on a sequence of three elements, introducing their different configurations: think-feel-do. Only integrated models (e.g. FCB) seemed to be the solution to the current eclectic approach to advertising. However, modern research shows the need for further verification of advertising models. The paper indicates the elements of the model of advertising impact that require re - operationalization of concepts and possible solutions for the advertising strategies

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