I have realised that I’m missing out some pretty important theory information which I should have included earlier. I will now work on that and use it for my two events.
Advertising - " the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.' (Bovee & Arens 1994)
There are two main theories on how advertising functions. They are simply put as the strong and weak theory.
The Strong Theory
According to Jones, exponents of this theory hold that advertising can persuade someone to buy a product that they have never previously purchased. Furthermore, continual long-run purchase behaviour can also be generated. Under the strong theory, advertising is believed to be capable of increasing sales at the brand and class levels. These upward shifts are achieved through the use of manipulative and psychological techniques, which are generally capable of processing information intelligently. The most appropriate theory would appear to be the hierarchy of effects model, where sequential steps move buyers forward to a purchase, stimulated by timely and suitable promotional messages.
The advert should be memorable in order for the person to want to purchase that particular brand compared to another. One example of this in my opinion is the recent old spice adverts as they made the brand seem fashionable and cool for a younger market compared to its rivals
The weak theory
Increasing numbers of European writers argue that the strong theory does not reflect practice. Most notable of these writers is Ehrenberg, who believes that a consumer's pattern of brand purchases is driven more by habit than by exposure.
According to the weak theory, advertising is capable of improving people’s knowledge, and so is in agreement with the strong theory. In contrast, however, consumers are regarded as selective in determining which advertisements they observe and only perceive those which promote products that they either use or have some prior knowledge of. Advertising, Jones continues is not potent enough to convert people who hold reasonably strong beliefs that are counter to those portrayed in an advertisement
Advertising - " the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.' (Bovee & Arens 1994)
There are two main theories on how advertising functions. They are simply put as the strong and weak theory.
The Strong Theory
According to Jones, exponents of this theory hold that advertising can persuade someone to buy a product that they have never previously purchased. Furthermore, continual long-run purchase behaviour can also be generated. Under the strong theory, advertising is believed to be capable of increasing sales at the brand and class levels. These upward shifts are achieved through the use of manipulative and psychological techniques, which are generally capable of processing information intelligently. The most appropriate theory would appear to be the hierarchy of effects model, where sequential steps move buyers forward to a purchase, stimulated by timely and suitable promotional messages.
The advert should be memorable in order for the person to want to purchase that particular brand compared to another. One example of this in my opinion is the recent old spice adverts as they made the brand seem fashionable and cool for a younger market compared to its rivals
The weak theory
Increasing numbers of European writers argue that the strong theory does not reflect practice. Most notable of these writers is Ehrenberg, who believes that a consumer's pattern of brand purchases is driven more by habit than by exposure.
According to the weak theory, advertising is capable of improving people’s knowledge, and so is in agreement with the strong theory. In contrast, however, consumers are regarded as selective in determining which advertisements they observe and only perceive those which promote products that they either use or have some prior knowledge of. Advertising, Jones continues is not potent enough to convert people who hold reasonably strong beliefs that are counter to those portrayed in an advertisement
Reference Fill Chris, Marketing Communications, contexts, contents and strategies, Prentice Hall, 1999, p229-270
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