Advertising...

What is advertising?


'Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.'
    -Bovee, 1992, p7


Advertising is meant to-

• Catch attention
• Keep attention
• Be memorable
• Be persuasive
• Result in an action

There are two theories on how advertising works, the strong theory and the weak theory.

The Strong Theory of Advertising

Based on Lewis (H of E) and developed by Jones in 1991, the theory states that advertising can persuade a customer to buy a product or service that they have never purchased before. It also suggests that advertising, when used in the long run can change the purchase habits of the customer. Therefore increasing sales, which is the desired outcome of all advertising.

The Weak Theory of Advertising

Proposed by Ehrenberg in 1988, his theory was based on sales date and stated that advertisements are not effective in persuading customers to buy, and also that advertisements do not differentiate from one product to another. All that advertisements are good for is reinforcing consumer decisions to buy or to remain brand loyal. Ehrenberg believed that advertisements reinforced old purchase behavior.


Bovee, 1992, p7

Lecture notes- Ruth Hickmott