Strong Theory of Advertising
According to (Fill 2003) advertising can affect the degrees of change in the attitudes, knowledge, beliefs and behaviours of the audience. The strong theory is able to persuade someone into buying a product that they have never purchased before, this can then lead them into becoming a long term buyer in the future. So when looking at an event the way that it is promoted and advertised will appeal to different people which then may change the people who attend the event. To do this an advertisement can be made relevent to a certain target audience, or the actual celebrities can be portrayed in a different way, this could be an easy way to gain a wider audience range and have a sell out event! Advertising can create an brand image and increase the sales. 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
Weak Theory of advertising
On the other hand the weak theory is the complete opposite; disagreeing it implys that advertising doesn't actually make people purchase a brand or attend an event.The weak theory believes that the strong theory does not reflect on the real world and that a consumers pattern of brand purchases is driven more by habit than advertising.
McFly Tour - I believe that McFly have gone for the strong theory approach by advertising themselves more than anything else. All of the four band members have took part in TV programmes recently before the tour has taken place. Harry and Dougie have both won two well known shows - I'm a Celebrity Get Me out of Here and Strictly Come Dancing. Tom and Danny have also taken part in The Cube and Popstar to Operastar. I believe that by going on these TV shows, they have become more recognised and it has created them a wider fan base helping all of their tour dates to sell out.
London Fashion Weekend -I believe London Fashion Weekend use the strong theory of advertising, this is because the way they advertise is made to advertise towards a certain target audience. For example they choose to advertise in magazines such as Vogue and have companies such as TopShop sponsoring them. Without these types of advertisements they wouldn't be able to target a certain audience. In the past they have had celebrities such as Dita Von Teese and Emma Watson, when fans of these celebrities know they are going to be attending events such as these they will make sure that they also attend the event. Therefore London Fashion Weekend have also used the strong theory with celebrity endorsement. On the other hand people who are highly interested in fashion obviously will grow a habit of attending events such as these, so no advertising would be needed for them. London Fashion Weekend will have a strong fan base of people who love shopping and will always attend the event.
Comparing both of these events I can see that their is a lot of similar advertising and that both go along with the strong and weak theory. Although both of these events have chosen to do a lot of seperate advertising, I also believe they have both grown a strong fan base who tend to go back every year wanting more. These are habits that certain people grow, and therefore they will chose to stay loyal to an event.
Comparing both of these events I can see that their is a lot of similar advertising and that both go along with the strong and weak theory. Although both of these events have chosen to do a lot of seperate advertising, I also believe they have both grown a strong fan base who tend to go back every year wanting more. These are habits that certain people grow, and therefore they will chose to stay loyal to an event.
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