Marketing Communication
Table of contents:
Introduction..........................................................................................................page 3
The Salience (or Weak-Force) Theory...............................................................page 3-4
Persuasion Theory (“strong force”)..............................................................page 4-5-6
Point of purchase.................................................................................................page 7
Why advertising is important?..............................................................................page 8
Conclusion............................................................................................................page 9
References/Bibliography................................................................................page 10-11
Introduction:
Philip Kotler said that: “advertising consists of non-personal forms of communication conducted through paid media under clear sponsorship”. Advertising is designed to evoke the demand of the potential customers. It can have a visual or an oral form with the aim of informing or influencing the audience.
According to MacRury, I. (2009) “Advertising is one of the most obvious examples of human 's deliberate effort at representation and communication”.
In this report i will analyze the theories presended in the article “Justifying Our Advertising Budgets: The weak and Strong Theories” by Andrew Ehrenberg.
Andrew Ehrenberg presents two different theories concerning to the advertising: the salience (or weak-force) theory and persuasion theory.
With the first theory he says that advertising works as a weak force and has the aim of refreshing consumer awareness, maintaining their salience on the brand, through some stimuli or memory traces. In the persuasion theory advertising is described as a strong force that can persuade people, and that is constantly able to change what
Introduction..........................................................................................................page 3
The Salience (or Weak-Force) Theory...............................................................page 3-4
Persuasion Theory (“strong force”)..............................................................page 4-5-6
Point of purchase.................................................................................................page 7
Why advertising is important?..............................................................................page 8
Conclusion............................................................................................................page 9
References/Bibliography................................................................................page 10-11
Introduction:
Philip Kotler said that: “advertising consists of non-personal forms of communication conducted through paid media under clear sponsorship”. Advertising is designed to evoke the demand of the potential customers. It can have a visual or an oral form with the aim of informing or influencing the audience.
According to MacRury, I. (2009) “Advertising is one of the most obvious examples of human 's deliberate effort at representation and communication”.
In this report i will analyze the theories presended in the article “Justifying Our Advertising Budgets: The weak and Strong Theories” by Andrew Ehrenberg.
Andrew Ehrenberg presents two different theories concerning to the advertising: the salience (or weak-force) theory and persuasion theory.
With the first theory he says that advertising works as a weak force and has the aim of refreshing consumer awareness, maintaining their salience on the brand, through some stimuli or memory traces. In the persuasion theory advertising is described as a strong force that can persuade people, and that is constantly able to change what
References: John Philip Jones (1998), How advertising works: The Role of Research, SAGE. Ludi Koekemoer, Steve Bird (2004), Marketing Communication, Juta and Company Ltd. John Egan (2007), Marketing communications, Cengage Learning EMEA. Weitz A. & Wensley, R. (2002) Handbook of Marketing, SAGE Publications Ltd Ludi Koekemoer, Steve Bird (2004), Marketing Communication, Juta and Company Ltd. Ross Mullner (2005), Pharmaceutical marketing, Emerald Group Publishing. Iain MacRury (2009), Advertising, Routledge. John Philip Jones (1998), How advertising works: The Role of Research, SAGE. Leslie de de Chernatony (2012), Creating powerful brands, Routledge. John Egan (2007), Marketing communications, Cengage Learning EMEA. John Philip Jones (1999), International Advertising: Realities and Myths, SAGE. Mukesh Trehan, Ranju Trehan (2010), Advertising and Sales Management, FK Publications. Robert Liljenwall (2004), Point-Of-Purchase Advertising International: Marketing at Retail, POPAI. Raymond W.Preiss (2007), Mass Media Effects Research, Routledge.