Abstract
The development of the economy and trade has led to the widespread use of advertising and the need for its constant improvement. There is a vast field of advertising theory. This paper proposes an information model of the functioning of advertising. We introduce ideas about useful and harmful (excess) information. The concept of user’s thesaurus is also introduced. The effectiveness of advertising is determined by the mutual influence of useful and redundant information. Differential equations are formulated on this basis, the solution of which allows to establish the patterns of the influence of psychological characteristics of users and the mode of presentation of information on the effectiveness of advertising.
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