Advertising Theory

Advertising Theory

Advertising has numerous objectives which includes communicating with potential customers as well as pursuading them to adopt a particular product or develop a preference towards the product for repeat purchase which ultimately results in brand loyalty. Advertising Theory therefore tries to explain how and why advertising is effective in influencing behaviors and accomplishing its objectives.

There are numerous theorys within advertising. Most theories suggest that if you want a consumer to like a product or a brand continously then simply expost the consumer to a product or brands advertising such that there are certain feelings and expectations attached towards the rand itself. Advertising theories also make use of content specification, Specific message and media characteristics, consumer characteristics, product/service characteristics, and competitive actions.

Adoption Theory
Adoption theories are aimed at understanding, explaining, or predicting how, why, and to what extent individuals or organizations will adopt or purchase new offerings. According to the adoption theory, there are multiple factors involved in influencing product or service adoption by an individual or organization and theories of adoption recognize all these factors.

Adaption Level Theory
Put forth in pioneering research by Helson (1947).
A theory positing that an individual’s reference point for subjective judgments regarding particular classes of stimuli is determined by the individual’s prior exposure to such stimuli as well as recollections of past judgments of similar stimuli.


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