Advertising Creativity, Advertising And Communication-Effect And Purchase Behavior

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LITERATURE REVIEW: A large body of literature on Advertising Creativity, Advertising and Communication Process and Consumer Purchase Behaviour helps provide the basis of the study. The review was developed through search of the related literature. THEORETICAL LITERATURE: The theoretical literature was reviewed mainly for providing a basis of this review. This was accomplished by reviewing the theories and models for the study based on the theories. Several theories has been made to explain the impact of Creativity in Advertising on the Communication-Effect and Purchase Behaviour of the consumer. The review of these different theories includes the following: 1) The Theories of Advertising 2) Advertising the Communication Models 3) Consumer Behaviour Models 4) Advertising creativity theories. Theories of Advertising are: Instead of one theory there are at least four theoretical theories of ' how advertising produces its effect. In 1984 Weilbacher stated these theories as follows :- Pressure - Response Theories of advertising assume that advertising effects are a function of the advertising dollars spent or messages received. This theory tends to ignore quality of advertising creative work in causing advertising effects. Active Learning: Theories of advertising assume that advertising conveys information that leads to attitude change and, in turn, to changes in market place behavior. Low Involvement: Theories of advertising assume, at least in some

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