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Theoretical Framework Of Advertising - Some Insights

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  • Bogdan Nichifor

Abstract

Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses on the analysis of advertising in terms of its specific persuasive effort and communication process. Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. The persuasive effort is related to creation of favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues that are debated in the literature.

Suggested Citation

  • Bogdan Nichifor, 2014. "Theoretical Framework Of Advertising - Some Insights," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 19.
    • Handle: RePEc:bac:fsecub:14-19-21
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    References listed on IDEAS

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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    2. Gardner, Meryl Paula, 1985. "Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 281-300, December.
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    Cited by:

    1. Kekezi, Ana, 2019. "The impact of television advertising on the consumer behavior–the case of Albania," MPRA Paper 116061, University Library of Munich, Germany.

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    More about this item

    Keywords

    advertising; theory; persuasion; models; effects;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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