This research paper investigates the profound impact of advertising on consumer behavior, focusing on emotional appeals, cognitive responses, and the role of advertising channels. Advertising is a key component of the marketing mix, influencing consumer attitudes, perceptions, and decision-making. The study explores the AIDA model and the Dual-Process Model to understand the stages of consumer decision-making and the cognitive processes underlying advertising effectiveness. The AIDA model outlines four stages: Attention, Interest, Desire, and Action. While it provides a structured framework, it may not fully capture the complexity of modern consumer behavior, which is often dynamic and multi-channel. The Dual-Process Model highlights two modes of information processing: System 1 (Peripheral Route) and System 2 (Central Route), emphasizing the role of emotions and heuristics in influencing consumer behavior. Emotions play a central role in consumer decision-making, with positive emotions like joy and excitement creating favorable attitudes towards products. Cognitive processes involve understanding product features, evaluating benefits, and forming judgments. Perception is crucial as it determines how consumers view a brand or product, influenced by visual elements and alignment with consumer values. The study also examines the impact of advertising channels, with social media advertising showing significant dominance in consumer awareness and engagement, particularly among younger demographics. Video content and influencer marketing have a strong positive impact on brand perception, emphasizing authenticity and relatability. Integrated advertising strategies that combine various digital channels are effective in enhancing consumer engagement and brand recall. Consistent and authentic digital engagement is key to building long-term brand loyalty and advocacy. The research highlights the importance of personalized and interactive content in digital advertising, as well as the need for businesses to adapt to evolving consumer behaviors. Future research should explore the impact of emerging technologies, cross-cultural perspectives, ethical considerations, and dynamic consumer behavior in the digital era. The findings underscore the transformative role of digital media in shaping consumer behavior, emphasizing the need for businesses to adopt adaptive and integrated advertising strategies.This research paper investigates the profound impact of advertising on consumer behavior, focusing on emotional appeals, cognitive responses, and the role of advertising channels. Advertising is a key component of the marketing mix, influencing consumer attitudes, perceptions, and decision-making. The study explores the AIDA model and the Dual-Process Model to understand the stages of consumer decision-making and the cognitive processes underlying advertising effectiveness. The AIDA model outlines four stages: Attention, Interest, Desire, and Action. While it provides a structured framework, it may not fully capture the complexity of modern consumer behavior, which is often dynamic and multi-channel. The Dual-Process Model highlights two modes of information processing: System 1 (Peripheral Route) and System 2 (Central Route), emphasizing the role of emotions and heuristics in influencing consumer behavior. Emotions play a central role in consumer decision-making, with positive emotions like joy and excitement creating favorable attitudes towards products. Cognitive processes involve understanding product features, evaluating benefits, and forming judgments. Perception is crucial as it determines how consumers view a brand or product, influenced by visual elements and alignment with consumer values. The study also examines the impact of advertising channels, with social media advertising showing significant dominance in consumer awareness and engagement, particularly among younger demographics. Video content and influencer marketing have a strong positive impact on brand perception, emphasizing authenticity and relatability. Integrated advertising strategies that combine various digital channels are effective in enhancing consumer engagement and brand recall. Consistent and authentic digital engagement is key to building long-term brand loyalty and advocacy. The research highlights the importance of personalized and interactive content in digital advertising, as well as the need for businesses to adapt to evolving consumer behaviors. Future research should explore the impact of emerging technologies, cross-cultural perspectives, ethical considerations, and dynamic consumer behavior in the digital era. The findings underscore the transformative role of digital media in shaping consumer behavior, emphasizing the need for businesses to adopt adaptive and integrated advertising strategies.