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Need help with my writing homework on Fill (2013:430) wrote that the strong and the weak theories of advertising are important because they are both right and they are both wrong. Discuss this stateme
Need help with my writing homework on Fill (2013:430) wrote that the strong and the weak theories of advertising are important because they are both right and they are both wrong. Discuss this statement providing contemporary examples to support your arguments. Write a 2250 word paper answering; On the other hand, with the increased advertisement, consumers tend to be less perceptive and naïve in terms of what they hear from TV ads, see on the boards, or read in print ads. Сustomers tend to more protective and selective in what they see and hear. This behaviour makes customers not so easily “reachable” as some advertisers might think. On the other hand, advertising is viewed as effective reinforcing tool, which reminds the customers about a given product, service, or brand. These different concepts and approaches to advertising have caused a major debate between Ehrenberg and John Philip Jones, who developed two different theories: strong and weak theory (Keeble, 1998). This paper aims to define the status of each theory and analyse each theory by using some practice-based cases.
Advertising as an integral element of human activity has a variety of interpretations and definitions of this concept. Among a variety of these interpretations and explanations, Fill (2013:429) recognises two major views: (1) advertising is a potent marketing force, which is done for persuading people. and (2) advertising is force for persuasion and for reminding people about brands. There also exist different theories and frameworks of advertising. Among a variety of these theories, there were two concepts: (1) Strong theory presented by Jones (1990) and (2) Weak theory presented by Andrew Ehrenberg. More detailed overview of these theories of advertising is provided below.
As it comes from the previous definition, advertising is quite a powerful instrument, capable to affect consumer’s behaviour, beliefs, attitudes and persuade thus for taking action. This view is aligned with the strong theory of advertising, according to which advertising can generate long-run purchasing behaviour, can persuade consumers and thus to increase sales (Fill, 2013).
