This article reviews the conventional view of advertising - the Strong Theory - which is all but universally believed in the United States and which sees advertising as a dynamic force operating as an engine for brand innovation and other types of change in the market-place.
Advertising: Strong force or weak force? Two
views an ocean apart
John
Philip Jones
Syracuse University, New York, USA
This paper, originally published in 1990, reviews the
conventional view of advertising - the Strong Theory -which is all but universally...
