Limitation Of Advertising Essay

CHAPTER-2
LITERATURE REVIEW
“It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.”

(Bill Bernbach cited in Richards 1996, p. 10) 2.1 INTRODUCTION
This chapter deals in Review of Literature, Significance, Importance, and Scope
In a descriptive form. 2.2 LITERATURE

In Jerome D. Scott 's (1943) opinion the effects on advertising outlays upon profit and liquidity are important considerations in setting outer limits for advertising. He also describes that normally a time lag occurs between advertising outlay and sale

It also assumes that stable relations exist between advertising pressure and advertising effect. This theory tends to ignore the quality of advertising creative work in causing advertising effects.
b) 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 advertising situations, that the information content of advertising is not of importance to the consumer and that it tends to be passively stored rather than actively evaluated in relation to consumer reactions to products and companies. In this conception, advertising effects cumulatively increase brand relevance or salience, result in changed purchase behavior, and lead to revised attitudes only after the brand has been purchased or used.
a) Dissonance Reduction Theories suggest that behavior may lead to attitude change and that newly formed attitudes are reinforced and stabilized by information from

Creativity has been more often confused with Talent. While talent can be defined as expertise in a given technical or artistically area, Creativity eludes any strict definition. This is truer in the case of Advertising Creativity. "Fletcher (1996) in his work 'Take care not to confuse Talent with Creativity ', clearly distinguishes Talent from Creativity. In this work, he details that anyone who has worked in an advertising agency knows that creative people constantly bubble with new ideas. But most of the ideas are not good. Really great ideas are hard to come by. The paramount quality creative persons need is the ability to translate their ideas into sales communications. That is talent, rather than Creativity. According to Swamy (2001) Creativity is instinctive. It is a gut feeling that comes after a certain amount of experience. She adds that Creativity comes from knowledge. It is from this wellspring of knowledge that one can pick up great ideas. Intuition is internal knowledge too, so knowledge is the base of all