The purpose of this article is to present research on consumer attitudes to mobile operator advertising, as well as their relationship with components of the value of consumers of mobile products and services. The Petty and Cacioppo’s Elaboration Likelihood Model of Persuasion, which examines the variability of attitudes toward advertising, as well as the Schwartz method for changing values, are applied. The obtained results clearly show the presence of a relationship between the studied indicators, as well as behavioral changes in the individual target groups. The leading summary is that females aged 21 to 24 are more strongly influenced by advertising of mobile operators and the same target group shows higher values for establishing benevolence towards different family members and universalism as shows tolerance to the needs of representatives of individual social groups.

The report reveals advertising communication of mobile phone operators in Bulgaria by indicating its effectiveness through some advertising functions. The process of presentation of different products and services from mobile companies is very difficult. The impact of global mobile companies on every business agent is driver in searching for alternatives to allocate resources, which allow the adoption of mobile products and services.The article examines and compares the results of survey with same respondents regarding advertising perception and effective influence and base functions.In order to accomplish this, aim we have set the following tasks: A. To research different advertisements of mobile companies in Bulgaria. B. To design a theoretical model of the advertisement' functions, applied in communication. C. To propose directions for designing some innovative advertisements. D. To carry out T-tests for independent samples of demographic characteristics and emerging statistically significant factors. E. To perform correlational analyses of statistically significant factors.F. The following methods were used to accomplish the tasks: conducting two subsequent surveys with the same respondents regarding advertising perception and influence.

The present study explores psychological models for changing consumers’ attitudes under the influence of advertisements in young people of 18 to 25 years of age. The aim of the study is to establish the influence of the advertisements of mobile phone operators on the attitudes, consumer thinking and behaviour of youth with respect to mobile products and services. The following tasks were set: • To study the advertisements of mobile phone operators in Bulgaria • To set a theoretical frame on consumers’ attitudes • To determine the models of attitudinal change and persuasion • To perform correlational analyses of statistically significant factors The methods used to achieve these tasks are the following: conducting two subsequent surveys on the same respondents regarding their behavior before, during and after exposure to advertisement; holding individual interviews with random young respondents.

This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the principle of social proof and memorization of advertising is established, where persuasion is done in a peripheral route, although consumers are susceptible to other principles. Ranking of the principles has established that the principle of commitment and consistency achieves greatest effectiveness in both genders, while the principle of reciprocity is most effective for women and the principle of authority - for men. Regarding the age groups, the following principles are observed: 18 to 20 - principle of social proof; 21 to 24 - principle of unity, and 25 to 35 - principle of commitment and consistency. Different consumer susceptibility to persuasion can be achieved in the studied age groups on a peripheral route with higher efficiency in women. This study is useful for organizations that offer different products and services through advertising.

The author examines the role of advertising alcohol and tobacco and notes the characteristics of such publicity campaigns. Issues associated with current efforts to further restrict or ban alcoholic beverage and tobacco advertising are explored. Different restrictions related to marketing, advertising and promotions suggest different requirements and prohibition practices. However, the problem is that modern advertising practices have become widely accessible, because they allow fast business exposure of such products. The aim of this research report is to show what the prohibitions and restrictions on advertising of alcohol and tobacco are and why society accepts them. The following tasks are solved in order to achieve this goal:  Research on alcohol and tobacco producers;  Comment on proposals for banning the advertising of cigarettes and alcohol;  Research on advertising of alcohol and cigarettes to children;  Analysis of alcohol and tobacco advertising restrictions: are they constitutional. The methods used for achieving this goal and resolving the tasks are: analysis of proposals to ban advertising, analysis of different types of target groups, situation analysis, comprehensive approach.