The strong and weak theories of advertising are two different views on the role of advertising, Jones (1991) is quoted in both Fill, C (2013, 2009) books talking about the two theories.
The Strong Theory.
This theory assumes advertising can create a change in knowledge, attitudes, beliefs or behaviour of a consumer, for a brand it can increase sales and generate a long term change in purchasing decisions. Advertising can persuade someone to buy something they haven't before, I think this is true to some extent, I have seen an television advert (M&S Dine in for Two Offer) and then gone out to buy those products but it doesn't happen very often. I've seen an advert and wanted to buy a product but never actually brought it. This theory also presumes consumers are 'incapable of processing information intelligently.
The Weak Theory
This theory also supported by Ehrenberg (1988, 1997) opposes the other one, it hypotheses that consumer purchasing decisions are driven by habit rather than exposure to advertising. Ehrenberg's model which I discussed in my last blog (A-T-R) follows this theory. It accepts that people some people say they are not influenced by advertising messages and can be stimulated by a number of other things e.g. word of mouth, personal selling etc. Unlike the strong theory which thinks advertising can change knowledge the weak theory thinks advertising is capable of improving knowledge and it cannot convert people who's beliefs oppose that in the advertisement. I agree with this theory more so than the strong theory as this one deems consumers as selective and not stupid but capable of 'high levels of cognitive processing'. Which I think is true, consumers are far more intelligent than they are given credit for.
In summary
Strong theory Weak theory
- Advertising is persuasive - Advertising improves knowledge
- Creates long term behaviour change - Purchase behaviour is habit
- Can increase sales - Reinforce attitudes
- Consumers are passive - Consumers are problem solvers
References
Ehrenberg, A (1988) Repeat Buying, 2nd edn. London: Charles Griffin
Ehrenberg, A (1997) How do consumers come to buy a new brand? Admap (March), 20-4
Fill, C et al (2013). Advertising strategy, creativity and media. Essex: Pearsons education limited. 62-88.
Fill, C et al (2009). Marketing Communications: Interactivity, Communities and Content. 5th ed. Essex: Pearsons education limited. 492-493.
Jones, J.P (1991) Over-promise and under-delivery, Marketing and Research Today (November), 195-203
The Strong Theory.
This theory assumes advertising can create a change in knowledge, attitudes, beliefs or behaviour of a consumer, for a brand it can increase sales and generate a long term change in purchasing decisions. Advertising can persuade someone to buy something they haven't before, I think this is true to some extent, I have seen an television advert (M&S Dine in for Two Offer) and then gone out to buy those products but it doesn't happen very often. I've seen an advert and wanted to buy a product but never actually brought it. This theory also presumes consumers are 'incapable of processing information intelligently.
The Weak Theory
This theory also supported by Ehrenberg (1988, 1997) opposes the other one, it hypotheses that consumer purchasing decisions are driven by habit rather than exposure to advertising. Ehrenberg's model which I discussed in my last blog (A-T-R) follows this theory. It accepts that people some people say they are not influenced by advertising messages and can be stimulated by a number of other things e.g. word of mouth, personal selling etc. Unlike the strong theory which thinks advertising can change knowledge the weak theory thinks advertising is capable of improving knowledge and it cannot convert people who's beliefs oppose that in the advertisement. I agree with this theory more so than the strong theory as this one deems consumers as selective and not stupid but capable of 'high levels of cognitive processing'. Which I think is true, consumers are far more intelligent than they are given credit for.
In summary
Strong theory Weak theory
- Advertising is persuasive - Advertising improves knowledge
- Creates long term behaviour change - Purchase behaviour is habit
- Can increase sales - Reinforce attitudes
- Consumers are passive - Consumers are problem solvers
References
Ehrenberg, A (1988) Repeat Buying, 2nd edn. London: Charles Griffin
Ehrenberg, A (1997) How do consumers come to buy a new brand? Admap (March), 20-4
Fill, C et al (2013). Advertising strategy, creativity and media. Essex: Pearsons education limited. 62-88.
Fill, C et al (2009). Marketing Communications: Interactivity, Communities and Content. 5th ed. Essex: Pearsons education limited. 492-493.
Jones, J.P (1991) Over-promise and under-delivery, Marketing and Research Today (November), 195-203