The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Advertising: The Weak and Strong Theories

Advertising: The Weak and Strong Theories

Advertising: The weak and strong theories

The weak and strong theories of advertising seek to explain how advertising works on consumers.

Advertising is defined as a paid insertion of a message in a medium, and it is probably the most prominent of all marketing activities. Non-marketers often think that advertising is all that marketers do, which is of course not the case: the definition specifically excludes anything that is not paid for, or anything that does not pass through a medium, or anything that does not convey a message. Thus a T-shirt with a message on it is not advertising, since the wearer of the T-shirt is not being paid. Designing an interesting product is certainly marketing, but it is not ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles