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Stands for Attention, Interest, Desire, and Action – this theory suggests that advertising should capture the Attention of the audience, keep their Interest, arouse their Desire and lead them to Action.

Posits two routes to persuasion: the central route, for those motivated and able to think about the message, and the peripheral route, for those less involved.

Refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.

A model that clarifies the objectives of an advertising campaign and measures its success in terms of cognitive, affective, and conative components.

Suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

Developed by Herzberg, it divides factors that influence individuals' reactions to advertising into 'motivation' and 'hygiene' factors.

A model used in narrative and storytelling, but also in advertising, that divides the story into Set-up, Confrontation, and Resolution.

A theory which states that advertising must be processed through a series of stages including exposure, attention, comprehension, yielding, retention and behavior.

Discusses how advertising relies on depth psychology and other techniques to influence unwitting consumers to purchase products.

Proposes that consumers use advertising and media for specific gratifications such as information, personal identity, integration, social interaction, and entertainment.

Emphasizes tailoring advertising and branding to the preferences and behaviors of an individual consumer rather than a mass-market approach.

Suggests that people often feel obliged to return a favor, and therefore, providing free information or samples via advertising can lead to sales.

Implies that people mimic the actions of others in an attempt to undertake behavior in a given situation.

Based on the idea that opportunities seem more valuable when they are less available.

A motivational theory of attitude change that suggests consumers desire to have consistency among their thoughts, feelings, and actions, and may change these to maintain balance.

People like to appear consistent with their commitments, especially if these are voluntary and public; thus, advertising that gets people to make a small commitment can lead to more substantial related actions.

In media studies, it posits that television is responsible for shaping, or 'cultivating', viewers' conceptions of social reality.

A theory of communication which suggests that media texts are encoded with certain meanings by producers which audiences then decode, possibly in a different way.

A marketing strategy that consists of a partnership between a company and an organization that gathers persons sharing the same interests to bring a larger consumer base to their service or product.

Revolves around breaking through advertising clutter by being different and providing unexpected content to grab the audience's attention.

Argues that the more times a consumer is exposed to an advertisement, the more likely that consumer is to be influenced by it.

The use of sexual references and imagery in advertisements to draw interest to a product, ostensibly to help sell it.

A theory that predicts how individuals will protect themselves against a perceived threat, often used in advertising related to health or insurance products.