Communication and advertising. As part of consumer and corporate behavior

      Аннотация: The study of advertising communication is one of the most controversial moments in business communications. In various studies, costumers claim that it has no effect, but in fact it is a persuasive marketing communication through which goods and services are provided in order to be “implemented” into the minds of a large number of customers as such information that will facilitate the distribution of products and the accumulation of profit. To find out how the advertisement works, it needs to be constantly researched. This book aims to provide new measures of success in advertising research by offering various psychological methods, communication models, as well as some acronyms used in advertising impact. The obtained results can find an important place among the application of impact on young people aged 18 to 25 by mobile companies both in Bulgaria and in other European countries. The analysis should be especially useful to professionals in communications and marketing fields, or anyone else who may be considering to research the impact of advertising for corporate aims.

Ключевые слова: communication, advertising