The study has its theoretical framework and its principles laid down by Thomas O’Guinn and Chris Allen and Richard J. Seminik (2003).
O”Guinn and Allen (2003) posited that advertising can be considered as a variable created by emerging interest expressed as in the two main scientific areas: communication and marketing. With origins in terms of the academic and practices, advertising was discussed on the one hand, as a way of communication required by people involved in the present economic activities, meanwhile, and the solution to reduce problems in communication of many organizations which is the media, for example. Communication and advertising, in general, are components of contemporary and modern economic and social system. In the present, advertising has evolved into a more complex system of communication, essential for both organizations and the public. The ability and ways to send messages carefully prepared to its targets or audience gave over time to advertising a main role in marketing programs and projects of most organizations and institutions. In terms of different companies, from the multinational firms and local firms attaches results to increase importance of advertising in order to showcase the products and services to important markets. In working and functional marketing, consumers and buyers have learned to utilize the advertising information in their purchase decisions and strategies. The coherent and functional analysis of advertising and marketing can be done by showing a vision that incorporates two levels: first is the descriptive one, which actually considers issues related to the need to give meaning and also give difference of advertising to the other forms of marketing tools which is part of marketing strategy of communication, and the normative one considered as based from the traditions, that captures the conditions and realities that advertising must come up with so that marketing goals can be fulfilled. The need and necessity for strategic goal regarding advertising can be seen as an example of covering the scope of the normative aspect of the analysis, while the advertising forms can be aspects and fundamentals of the descriptive analysis. These concerns are considered as the outcome of analysis made by the interpenetration of the two levels.
Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. Thus, from the above lines we could see that one of the characteristics is that advertising uses impersonal communication media (television, radio, press, etc.). This shows that the advertisement is created, sent and received by the target audience. This model shows that that there is a process that includes production and reception. This model also shows the attitude of interaction and negotiation with the consumers. (Allen and Seminik, 2003)