COMMUNICATION MODELS AND THE FUTURE OF INTERNET ADVERTISING

In the practice of advertising, various communication models are used. These models explain the buy- ing process and are used to achieve goals in the strategic planning of advertising campaigns. The seller needs to understand what impact advertising can have in different contexts. With the advent of Internet technologies, the communication process in advertising has changed. Models ignore the influence of socio-psychological factors that can influence the purchase. The study of Internet advertising requires the development and testing of a so- cio-psychological and economic model