ABSTRACT
This chapter explores the nature of advertising, how it works and the factors that affect its relative effectiveness. It examines two types of barriers faced by advertisers; psychological ones that are self imposed by the target audience and regulatory barriers either imposed by an industry code of practice or by wider government legislation. The success of the Awareness, Interest, Action, Desire (AIDA) model prompted the development of a number of other 'hierarchies of effects models. All of these models assume the same initial goal of drawing consumers' attention to the brand in question. Consumers are then lead through a sequence their interest is engaged with the result, they become well disposed toward the product or service in question that they take positive action at the point of decision-making or 'action'. Krugman was one of the first people to identify consumer involvement as one of the factors to affect the degree to which a consumer registers and processes an advertising message.
