Strong and Weak Theory

The Basis of Strong theory is that advertisements can persuade anyone to buy a product they have never purchased before, the theory suggests advertisements can change peoples views, beliefs, behaviour and attitudes of the target audience. Jones (1991) suggested that the strong theory can change people buying habits in the long-term.

Weak theory on the other hand Ehrenberg (1974) suggested that advertising is not effective in making people purchase a new product but just enhances the customers belief in a product they already buy, increasing brand loyalty. 

The National Wedding Show is an example of the Strong theory as most people only get married once in  their life therefore the advertisements would be persuading them to buy a product they had never had before. Whereas with Ben Howard illustrates how weak theory works as people are mainly going to attend his shows on the basis of already liking his music. It would be rare for somebody to purchase a gig ticket if they had never heard of him other than seeing him on an advert.

xoxo