Its great persuasive power makes it an even more than valid tool for attracting consumers. Advertising is a great seducer as it tends to flatter, to make people believe that happiness consists in the possession, consumption and display of a certain product, and that its lack is the cause of discontent and uncertainty. If you are passionate about or deal with marketing, it is clear that you need to know the theories on advertising in order to apply them in the best way, depending on your objectives. Think about it for a moment. When you are about to launch a new project/brand/product you initially think about the motivations, the purchasing process, the angles, what and how to communicate, the persuasion techniques.

What are advertising theories?

We have said and seen that there is one Armenia Phone Number List characteristic that everyone agrees on when it comes to advertising, namely its persuasive nature. When preparing to study advertising theories, we must start from the consideration that there are different approaches and visions of the same subject, each of which is able to provide us with a different and therefore very useful point of view. Dominant theories of advertising have historically reflected this too, with attention and purchase decision hierarchies modeled on the premise that advertising is first and foremost persuasive . Schools of thought have recently emerged among advertising and marketing scholars that challenge this model in favor of different .

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Cognitive vs behavioral theories of advertising

Starting in the early 20th India WhatsApp Number List century, marketers, advertisers, and communicators have based much of their campaign strategies on one fundamental premise: Advertising convinces and persuades consumers of the products they should buy . advertising A clear example of this is the AIDA model formally outlined by Timothy Joyce in 1967: Attention → Interest → Desire → Action The AIDA model assumes that consumers are rational and that they become aware of a brand or category, become interested in how the brand can benefit them, recognize their desire or adaptation based on the brand’s offerings, and then take action in the form of purchase or consumption.