Which Event Follows Which Theory

If i follow the theories below, I think that it is safe to say that the lion king musical leans more towards the strong theory of advertising. This is because as Jones states "exponents of this theory hold that advertising can persuade someone to buy a product that they have never previously purchased." I am certain that this would be the main aim of the lion king musicals advertising objectives as I doubt an average theatre goer would attend the same performance more than once. Sadly i could not find any KMR software to back this up. Furthermore the strong theory mentions how promotional methods help move buyers towards purchase.

In the case of the Lion king musical the promotional message in this case is at the top of the poster. "Imagine It," a very simple and straight foward slogan which actually changes with certain posters. There was another poster with a different message saying "Discover It." You could also argue that when it mentions the fact that the musical is award winning that is some sort of promotion to entice customers.




As for the London drinker beer and cider festival on the other hand, I feel that it leans towards the weak theory of advertising in contrast to the lion king musical. This is because according to the weak theory, consumers only precieve those which promote products that they either use or have some prior knowledge of. This would explain the rather poor advertising I found when going to London and in a way confirms what I said when CAMRA the organisers would rather look after their members and frequent followers and customers.

 However, it could be argued that the london drinker beer and cider festtival used some elements found in the strong theory of advertising, the most notable of which is improving peoples knowledge.