Abstract: Analysing of consumer behaviour and models of this field is increasingly gaining high significance. This is due to the fact that the consumer behaviour changes continuously, and its study brings new perspectives, which are extremely important for the world of marketing. The purpose of this study is to analyse the impact of advertising on the consumer behaviour through analysing its impact on the main contemporary models of consumer behaviour. In order to meet the objective of this study, main constructs of each individual model have been elaborated in details and the potential impact of advertising on each of these constructs. In conclusion, advertising influences the consumer behaviour, and this has been argued through illustration of impact that advertising has on the contemporary models of consumer behaviour.