theories of adverting agencies

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Business Finance

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identify at least 4 theories of adverting agencies with examples . Please do not forget to use Harvard style citations.

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Advertising Theories and Practice 1

ADVERTISING THEORIES AND PRACTICE

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Advertising Theories and Practice 2
Theories of Advertising Agencies
Advertising refers to the placement of statements and convincing announcements in space
or time acquired in a mass media by firms, not-for-profit organizations, government agencies, and
persons who seek to pass a message to a particular group of people (Nyilasy and Reid, 2009).
Advertising agencies have been experiencing a change that forces them to widen their services and
expertise. How an advertisement works is based on different theories and models. Advertising
theories attempt to explain the consumer behavior and what triggers an individual to act in the way
one does. There are different theories of advertising that include hierarchy-of-effects theories, the
theory of creativity, AIDA, and persuasion hierarchy theory
Hierarchy-of-effect theory
Hierarchy-of-effect theory refers to a hierarchal representation of how advertising
influences the decision of a consumer to buy or decline a good or service over time. The theory
defines a structured series of advertising purposes of a specific product, with the purpose of
developing upon each successive goal until a sale is ultimately achieved (Liu-Thompkins and
Malthouse, 2017). The purpose of the advertisement is to create awareness, develop knowledge,
preference, liking, and purchase. These theories are considered as the basis for the rest of the
advertising theories. They include AAPIS, ACALTA, ACIA, and DAGMAR. These theories
explain how advertising works and how consumers respond in different ways to an advertisement.
When a consumer responds, ther...


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