The strong and weak theory is used a lot in the world advertising.
Strong...
According to Simon Broadbent and Leo Burnett the “strong” theory assumes that advertisement influences people strongly because it is able to persuade the customer to buy the advertised brand.
There are several reasons why advertising is such an important part of many marketers promotional mixes (Belch 2001) believes because advertising can affect the degrees of change in the attitudes, knowledge, beliefs and behaviours of the audiences. Therefore this theory holds that advertising can persuade someone to buy a product that have never bought before (Fill 2003) believes it can accomplish repeating long term buying behaviour.
According to Pickton (2005) we can summarize that advertising is a strong promotional element which works by:
- Persuading people to buy
- Creating and building brands,
- Differentia ting between brands and
- Increasing sales
- Persuading people to buy
- Creating and building brands,
- Differentia ting between brands and
- Increasing sales
Weak...
While the “weak” theory insists that advertisement can at most provoke a purchase, but it is not a decisive factor in the customer’s choice.
The most notable writer who has got arguments about this theory is “Ehrenberg who believes that a consumer’s pattern of brand purchases is driven more by habit than by exposure to promotional messages” Fill (2003) believes Due to this fact Ehrenberg suggested a framework which is the awareness-trial-reinforcement (ATR) framework. Awareness is necessary before any buying made and the period between the awareness and the action will be very short or very long term (Fill 2003) After this a very few people convinced to try the product and this can be effected by retail availability, advertising, word of mouth or personal selling. And the following stage of this framework is reinforcement which follows to provide awareness and reassurance to help the audience to repeat the thinking and behaviour and placed the product for the occasional buying. In this framework advertising’s role is to cause brand familiarity and provide identification (Ehrenberg, 1997) so according to Ehrenberg advertising just provides more power on the consumers habits and make them to choose and buy the brand between the other brands already exists in their minds.
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