Construct · 1 fields · 1 citations

weak theory of advertising: a standalone construct

One name. One construct. A landmark on the map.

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weak theoryof advertising1 CONSTRUCTWeak theory ofJONES · ADVERTISING

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Advertising

the view that advertising mainly reinforces existing buying habits and brand awareness rather than strongly persuading consumers to switch.

In advertising, weak theory of advertising refers to the view that advertising mainly reinforces existing buying habits and brand awareness rather than strongly persuading consumers to switch. This meaning comes from Jones (1990) in International Journal of Advertising.[1]

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Nearby constructs

awareness3 fields · 5 citationsjingle · one word, three constructsswitch2 fields · 4 citationsjingle · one word, two constructs

References

  1. Jones, J. P. (1990). Advertising: Strong Force or Weak Force? Two Views an Ocean Apart. International Journal of Advertising, 9(3), 233-246. https://doi.org/10.1080/02650487.1990.11107151

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