An Essay on Strong vs Weak Theory of Advertising
An Essay on Strong VS Weak Theory of Advertising
Prepared By
Md. Raihan Akhtar
A Debate on Strong VS Weak Theory of Advertising - Which One Is Better?
‘Advertising’ the word originated from the Latin word ‘adverto’, which means to turn around. The root of advertising can be found in ancient times such as ancient Egyptian used papyrus to make sales messages and wall posters, commercial messages and political campaign found in the ruins of Pompeii and ancient Arabia, lost and found advertising on papyrus in ancient Greece and Rome, wall painting for commercial advertising in ancient India (Mogel, 1993). Advertising defined by Belch & Belch (2004) as a paid form of communication through nonpersonal components such as T.V, radio, newspaper and magazines about an organization, product, service or idea by an identified sponsor; likewise Kumar & Mittal (2002) defined advertising as controlled, identifiable information of products, services to persuade customers through mass communication media. Therefore, from it can be said that advertising basically aims to create awareness through popularisation of the products among customers and persuade them to purchase it. But the common debate today is that, how advertising works? Fill (1999) suggested two polarised views regarding this subject: the first is referred to strong theory of advertising and the second one is referred as weak theory of advertising. In this essay, these two theories are discussed thoroughly to understand how advertising works; furthermore some models of each of the theory are also discussed to extend the understanding. Finally comparisons between the theories are drawn to generate a proper conclusion of ‘Strong’ and ‘Weak’ theory debate of advertising.
To begin with, a thorough discussion about the strong theory and its supporting models. Strong theory of advertising defined by Koekemoer (2004) as advertising is capable of affecting a degree of
Prepared By
Md. Raihan Akhtar
A Debate on Strong VS Weak Theory of Advertising - Which One Is Better?
‘Advertising’ the word originated from the Latin word ‘adverto’, which means to turn around. The root of advertising can be found in ancient times such as ancient Egyptian used papyrus to make sales messages and wall posters, commercial messages and political campaign found in the ruins of Pompeii and ancient Arabia, lost and found advertising on papyrus in ancient Greece and Rome, wall painting for commercial advertising in ancient India (Mogel, 1993). Advertising defined by Belch & Belch (2004) as a paid form of communication through nonpersonal components such as T.V, radio, newspaper and magazines about an organization, product, service or idea by an identified sponsor; likewise Kumar & Mittal (2002) defined advertising as controlled, identifiable information of products, services to persuade customers through mass communication media. Therefore, from it can be said that advertising basically aims to create awareness through popularisation of the products among customers and persuade them to purchase it. But the common debate today is that, how advertising works? Fill (1999) suggested two polarised views regarding this subject: the first is referred to strong theory of advertising and the second one is referred as weak theory of advertising. In this essay, these two theories are discussed thoroughly to understand how advertising works; furthermore some models of each of the theory are also discussed to extend the understanding. Finally comparisons between the theories are drawn to generate a proper conclusion of ‘Strong’ and ‘Weak’ theory debate of advertising.
To begin with, a thorough discussion about the strong theory and its supporting models. Strong theory of advertising defined by Koekemoer (2004) as advertising is capable of affecting a degree of
References: 1. Applegate E. (2005) Strategic Copywriting: How to Create Effective Advertising. pp.17-19. Oxford: The Rowman & Littlefield Publishing Group, Inc. 2 3. East, R. (1990) Changing Consumer Behaviour. London: Cassell Educational. 4 5. Ehrenberg, A. S. C. (1974) Repetitive Advertising and the Consumer. Volume: 14, pp. 25-34. Journal of Advertising Research. [Online] Available at: www.warc.com [Accessed: March 21st, 2010]. 6 http://www.ephrononmedia.com/article_archive/articleViewerPublic.asp?articleID=76 [Accessed: March 28th, 2010]. 7. Fill, C (1999) Marketing Communications. Contents, Contexts and Strategies, 2nd edn. Hertfordshire, UK: Prentice Hall. 9. Hofmeyr, J. & Rice B. (2000) Commitment-Led Marketing: The Key to Brand Profits is in the Customer’s Mind. pp. 167-170. West Sussex: John Wiley & Sons Ltd. 10 12. Koekemoer, L. (2004) Marketing Communications. pp. 77-80. South Africa: Juta and Co. Ltd. 13. Kumar, N. & Mittal, R. (2002) Advertisement Management. 1st edn. pp. 1-25, Delhi, India: Anmol Publications Pvt. Ltd. 14. Mogel, L. (1993) Making It In Advertising – An Insider’s Guide To Career Opportunities, 1st edn., pp. 3-8, New York: Macmillan Publishing Company. 15 16. Yeshin, T. (2006) Advertising pp. 48-53. London: Thomson Learning. Source: Yeshin T. (2006) Advertising pp. 53. London: Thomson Learning.