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THEORETICAL FRAMEWORK OF ADVERTISING - SOME INSIGHTS

Article  in  STUDIES AND SCIENTIFIC RESEARCHES ECONOMICS EDITION · July 2014

DOI: 10.29358/sceco.v0i19.260

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Studies and Scientific Researches. Economics Edition, No 19, 2014 http://sceco.ub.ro

THEORETICAL FRAMEWORK OF ADVERTISING - SOME

INSIGHTS

Bogdan Nichifor
“Vasile Alecsandri” University of Bacău
[email protected]

Abstract
Advertising as a tool of communication, but mostly as a marketing tool is subject to many
theories and explanatory and normative models. Its contents and performed functions are not
yet defined in general recognized theory. Present article focuses on the analysis of advertising
in terms of its specific persuasive effort and communication process. Advertising seen as a
process is based on the general scheme of the marketing communication process, with a
number of specific features related to its content. The persuasive effort is related to creation of
favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked
to the concept of attitude. Most theories of advertising have explored the connection between
persuasion and attitude, identifying possible responses that the receiver can give to advertising
information. Following lines develop these two important aspects associated with advertising
theory, even if they are not the only issues that are debated in the literature.

Keywords
advertising; theory; persuasion; models; effects

JEL Classification
M30

Introduction
Advertising can be considered a variable created by convergent interest expressed in
the two major scientific areas: communication and marketing. With origins in the
academic and the practice, advertising was tackled on the one hand, as a means of
communication required by those involved in the current economic activities, on the
other hand, and the solution to communicational problems of various organizations -
the media, for example. Advertising and communication, in general, are components
of contemporary economic and social system. In today's society, advertising has
evolved into a complex system of communication, important for both organizations
and the general public. The ability to deliver messages carefully prepared to its targets
gave over time to advertising a major role in marketing programs of most
organizations. Different companies, starting from the multinational firms and local
firms attaches increasing importance of advertising in order to present their products
and services to important markets. In functioning market economies, consumers have
learned to use the advertising information in their purchase decisions.
A coherent and functional analysis of advertising can be done by calling a vision that
incorporates two levels: the descriptive one, which considers issues related to the need
to define and differentiate advertising from other marketing tools of communication,
and the normative one, that captures the conditions that advertising must meet so that
marketing goals can be achieved. The need for strategic vision regarding advertising
can be seen as an example of covering the normative aspect of the analysis, while the
advertising features and forms can be aspects of the descriptive analysis. The

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following considerations are the result of analysis made by the interpenetration of the
two levels.

Defining the advertising

The interest regarding advertising resulted in the creation of a body of knowledge that
includes vision more or less converging on the role of advertising. The first concrete
result took the form of definitions associated with this concept; the definitions tend
lately to emphasize same fundamental characteristics: advertising is a
communicational paid effort, its financial supporter is identifiable, and the sent
message is impersonal.
Definitions released over the years have been numerous, each of those who have
proposed to define the concept participating with elements that have helped shape the
content of the concept. Marketing literature in Romania proposed a number of
definitions of this concept, operating as appropriate with a more or less explicit view.
Thus it is estimated that advertising is "a set of actions aimed at presenting - oral or
visual - indirect (impersonal) message about a product, service or company by any
identified supporter (payer) " (Popescu et al, 1994). According to a more recent
definition, advertising "is a communication technique that involves running a complex
persuasive process, for whose realizations are used a number of specific tools, able to
cause psychological pressure on the concerned public. The initiator of the advertising
communication actions is the sponsor, who in order to achieve communication
objectives, wants to send an impersonal message to a well-defined audience
regarding the enterprise, its products or services." (Popescu, 2004).
As the literature in Romania, the foreign definitions of advertising are numerous.
Thus, advertising is defined as "the paid and media intermediated attempt to
convince" (O'Guinn et al, 2003) or, according to other authors as "a form of structured
and impersonal communication, composed from information, usually persuasive in
nature, regarding the products, in the broad sense, paid by an identifiable sponsor
and transmitted through various media" (Arens, 2002).
Starting from descriptive analysis of advertising, we can highlight a number of its
features:
1. Primarily, advertising is a form of impersonal communication, the associated
messaging being transmitted by means of extremely large addressable media
(the mass media). Impersonal nature of it is given in the opinion of the some
authors by the lack of immediate feedback from the receivers (Belch and
Belch, 2002).
2. Advertising is persuasive in nature. The goal of those using advertising is to
persuade the public to adopt a product, service, idea, etc.
3. Advertising is paid by a sponsor. In the opinion of some authors this feature
is even a condition which clearly distinguishes advertising from other forms
of marketing communication. Publicity, for example, does not fall under the
definitions above (O'Guinn et al, 2003).
4. The subject of this form of marketing communication consists of both
tangible and intangible products (services, ideas).
These are not all of the advertising features, but they give only outline that is
necessary in delimitation from other elements of marketing communication. In this
respect, the above definitions add a possible point at which advertising discussions
should start.

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Advertising communication process

Advertising seen as a process is based on the general scheme of the marketing
communication process, with a number of specific features related to its content.
Thus, from the above lines we could see that one of the characteristics is that
advertising uses impersonal communication media (television, radio, press, etc.).
Joining these characteristics with other leads to a specific pattern in which the
advertisement is created, sent and received by the target audience.
The model shown in Figure 1 captures the content of marketing communication
mediated by the media. This model explains that the advertising is a finality of a
process that involves both institutions and individuals. The process includes two
components: production and reception, between them intervening mediation process
function, which consists, on the one hand, in the accommodation, which concerns
how the communication objectives of sponsor and needs, expectations and attitudes of
consumers interact and negotiation, on the other hand, which reflects the manner in
which the receptor understands advertising.

Figure 1 Model of mediated communication

Production Accommodating Reception

and negotiation
Interaction
between the Historical data,
announcer, the personality
target and image of
audience, the sponsor,
agency, media the purpose of The attributed
and other Message communication significance at
Individual
social as formative individual and
Intention message decoding
institutions elements of the collective
generated by context of level
the production message
of advertising reception
message

Source: Thomas O'Guinn, Chris Allen, Richard J.Semenik, Advertising and Integrated Brand
Promotion, 3e, South-Western College Publishing, 2003 p. 14.

Barbara Stern from Rutgers University proposes another model of advertising

communication, considering that it is a structured form of the literary text, something
that clearly distinguishes from spontaneous interpersonal communication (Arens,
2002). The elements of advertising communication process are those above, except
that fact that these elements are multidimensional. Thus, through these dimensions,
communication process elements are found either in the surrounding reality or in
virtual reality.
Beyond these common elements specific to most definitions associated with
advertising, there are a number of elements with which this concept and practical
approach is differentiated from other forms of communication and marketing specific
instruments. In the first position are found structural elements of all forms of
communication - source, message, medium, receiver, feed-back and noise, but also
others related, on the one hand, to the external realities of communication - consumer
attitudes and competitive environment, and on the other hand, the need for effective
communication - repetition and the need to coordinate communication (Nan and
Faber, 2004). It is therefore important to analyze these elements in order to emphasize
the theoretical characteristics individualizing advertising.

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Variables related to the source of communication in advertising refer to its

characteristics and their potential impact on attitudes. Over time, a number of features
of the source of communication have won the attention of specialists: credibility,
attractiveness and power. They aim particularly one that effectively communicates the
message and less the one who creates or produces the message. Credibility as a source
of communication feature can be approached from two perspectives: the expertise and
confidence (Petty et al, 1983). Expertise is the degree of experience and knowledge of
the source in relation to a particular issue, while trust refers to the probability that the
source to issue information in a sincere manner. Attractiveness can be addressed in
turn in terms of three dimensions: pleasure, similarity and physical attractiveness. The
third characteristic of the source, i.e. power, keep the position of the source as a
potential generator of rewards or penalties for the receiver communication. All these
features of the source appear to be more or less important to different types of
communication. Thus, in the case of interpersonal communication the power seems to
be the characteristic that exercises a high influence on the communicative purpose, in
turn, in advertising, credibility and trust appear to be more important.
Variables related to the message are equally important in trying to identify the
features of advertising communication. They refer to the type of used message, as
well as to aspects of form or style. Regarding the type of used message, exactly the
type of call that is put on the receiver there are three broad categories into which they
fall: ethos call type, pathos call type and logos call type (Nan and Faber, 2004). Ethos
type calls occur when the receiver focuses more on communication and less on the
message source. This is especially the case of interpersonal communication where
participant’s direct link favors this process. Pathos type calls involves that the source
to invoke rational or emotional arguments in the message in order to have an effect on
the receiver. Advertising is a type of communication that often involves such a
speech, well known being this approach attempts to influence the various structural
elements of consumer attitudes. Logos call type is invoking arguments drawn from
general recognized principles, being first specific to public information. In terms of
form and style of the message, one can discuss items such as: the order of the
arguments, the type of conclusion, argument repetition (Severin and Tankard, 1997).
Of these, the repetition is what confers advertising its distinctiveness from
interpersonal communication. Thus, it tends to use the repeated exposure to the same
message in order to influence the audience.
Variables related to media can also provide a criterion for differentiate advertising
from other forms of communication. Studies in this direction have insisted on
distinguishing characteristics of the different channels used for personal or impersonal
communication. Whatever media one chooses, the originator of the communication
intends to send a message to be perceived and understood by the audience. As with
the interpersonal or public communication, particular message to be transmitted by
advertising will be adapted to the characteristics of the media. What differentiates
advertising from other forms of communication is the overriding interest in ensuring
the coordination and control of messages sent through various media. This is
especially true in the current context in which the need for coordination is closely
linked to communication effectiveness and impact (Thorson and Moore, 1996).
Variables that define the receptor and its response differentiate advertising from
certain forms of communication. Thus, as in the case of public or interpersonal
communication, the impact of advertising is largely influenced by a number of
features of the receptor, such as: gender, age, income, personality, attitude, lifestyle,
etc. The answer or feed-back it is the differences that can operate on different forms
of communication. Direct and repeated feed-back is a characteristic of interpersonal
communication, while the impersonal, indirect and less immediate feedback is a
characteristic of advertising and public communication.

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Another structural element of communication is the noise. It can be defined as any

issue that interferes with the message. Marketing communication in general is
considered a form of communication where the noise is very present. It is due to
factors related, on the one hand, to the receiver: psychological barriers, and on the
other hand, to the context in which the communication take place: cultural, physical,
competitive factors etc. (Epuran, 2002). Unlike interpersonal or public
communication, in advertising the most intense noise is due to competitive messages.
In today's highly competitive markets, the number of messages promoting similar
products, marketed under different brands, is very high and as a result, there is interest
of the communication initiator to detach the message and to avoid interference with
competing messages.
From the above lines can be seen that advertising as a form of communication has a
number of characteristics. How the consumer sees the advertising information, the
effect of repetition, the need to coordinate messages and the "noise" are the
cornerstone of the process of communication that give shape to advertising. If the
receiving mode or the effects of repetition are factors that have accompanied
advertising throughout its development, the need for coordination and communicative
context are a novelty factors that have aroused the interest of specialists.

Advertising as a persuasion tool

Beyond these issues, related to communicational perspective on advertising, another
dimension is related to the effort of conviction, typical to advertising. Most
definitions of advertising, otherwise presented in the previous lines, underline its
persuasive character. The goal of those using this type of marketing communication is
to create favorable attitudes or reinforce existing attitudes so that they obtain a
purpose in the form of purchase of a product or a brand. This process of persuasion is
closely linked to the concept of attitude. Most theories of advertising have explored
the connection between persuasion and attitude, identifying possible responses that
the receiver can give to advertising information. Explanations are not always
convergent, but they provide an overview of how consumers respond to advertising
stimuli.
Thus, considering consumer behavior as a cybernetic-type behavior, which involves a
series of inputs, processing and outputs, and seeing advertising as a part of those
entries, one will be achieve advertising effects similar to logic shown in Figure 3
(Kotler, 2000).
As highlighted in this framework, advertising is an entry for consumer. Message
content, media planning and repetition are at the same time inputs and components of
a strategy that has the role of triggering the receptor reaction mechanisms. Reaction
mechanisms can be internal components of the black box, such as cognitive or
emotional reactions, and external, visible through a displayed behavior: acquisition
loyalty, etc. The knowledge of the effects of advertising usually involves identifying
those internal or external customer-specific side effects that led to the emerging of
certain theories regarding the response to advertising.
The starting point in the assessment of the effects of advertising belongs, apparently,
to St. Elmo Lewis, who developed in 1898 the famous AIDA model (attention -
interest - desire - action). Since then, however, the literature has shown many other
opinions in this regard. Among the most popular theories on consumer reaction to
information of a promotional nature are (Vakratsas and Amble, 1999):
• market response theory;
• cognitive response theory;
• affective response theory;

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• persuasive hierarchy theory;

• theory of minimal involvement;
• integrative theory.

Figure 3 The conceptual framework in studying the effects of advertising

Advertising inputs
Message content, media
plan, repetition

Filters
Motivation, ability,
involvement

Consumer

Cognitive Affective Behavior

Consumer behavior

selection, use, loyalty, preference

Source: Demetrios Vakratsas, Tim Ambler – How Advertising Works: What Do We Really Know?, Journal
of Marketing, vol.63, January 1999.

Market response theory is based on the assumption of a direct relationship between

advertising and buying behavior, measured by sales, market share and brand choice.
This excludes the presence of intermediate effects that may occur at the consumer
level, for example expressing brand loyalty by number of repeated acquisitions and
not through a psychological predisposition of the individual. The theory has two
dimensions: aggregate and individual. Aggregate dimension of the theory is based on
the relationship between market data regarding advertising spending or the audience,
on the one hand, and brand sales or market share, on the other hand. Individual
dimension points toward the choice of individually brand or number of exposures
necessary to generate individual or household purchasing behavior.
Cognitive response theory assumes that advertising has the ability to influence the
relative importance that individuals attach to various attributes of the product,
purchase decision being purely rational (Thorson and Moore, 1996). The primary role
of advertising is to provide utilities related to information or search costs. The model
considers that on the market there are two major categories of goods: those involving
consumer experience and those related to the search process. The goods in the first
category are characterized by the fact that they involve the need for repeated use so
that the consumer can assess their quality. The second category can be easily
evaluated on the basis of objective criteria such as price, prior use not being
necessary. This classification, however, is problematic because numerous goods
involve both consumer experience and search.
Cognitive response theory is the basis of the link between advertising and price
elasticity of demand. On the one hand, high quality and product differentiation entail,

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in accordance with the theory of strength of the market, a decrease in price elasticity
of demand, especially visible in the case of products involving the experience and, on
the other hand, according to the information theory, actively seeking information by
consumers generates an increase in sensitivity to price (Bagwell, 2005). Studies in
this direction have led to results that seem to confirm both theories (Vakratsas and
Amble, 1999; Reed and Ewing, 2004). An obvious consequence of the theory of
cognitive response is that by which the sponsors attempts to create an effective
advertising, using initially unique selling proposition, and then the product
positioning in the market.
Affective response theory is a different approach from that previously shown by the
fact that it focuses on the emotional response that advertisement can generate
(Holbrook and O`Shaughnessy, 1984). According to this theory, consumers form their
preferences based on pleasure, feelings or emotions arising from exposure to the
message, the objective characteristics of the product playing a less important role in
this direction (Gardner, 1985). It is also required repeated exposure to the
advertisement to determine the desired effects, but this repeated exposure can lose
effectiveness when the frequency exceeds a certain level (wear in - wear out effect).
This affective response takes into account, on the one hand, the promoted brand and,
on the other hand, the advertisement itself. The creative concept may be largely based
on melody, whose emotional effects are recognized. The problem with this theory is
the impossibility of separating the affective effect from the cognitive ones. Although
it is undeniable that advertising induces affective effects, they cannot however be
detached by the cognitive ones.
Persuasive hierarchy theory assumed that in order to influence sales advertising
should generate a number of effects on the consumer. Such effects are generated in a
particular order, the first being considered as preconditions and at the same time,
being the most important. It is believed that these effects are: cognitive effects,
emotional effects and behavioral effects. Also occur, a number of factors with
mediating role: the degree of involvement and attitude toward message. Involvement
has been an object of intense study addressed in the literature. It can be defined as the
personal degree of importance given to a product or situation, including the perceived
risk in the purchase (Reed and Ewing, 2004). The degree of involvement usually
varies from high to low, without considering, however, that it can be addressed
simply by this dichotomy. In fact, the degree of variation is constant from one end to
the other. According to this theory, there were a number of models. Elaboration
Likehood Model was proposed by Richard E. Petty and John T. Cacioppo, they
considering that consumer response is cognitive one that can take two directions, one
related to the evaluation of product attributes and the other referring to the execution
of the message (Lee and Schumann, 2004). Both directions follow the cognitive-
affective response. Another model aimed at intermediate effects that advertising
generate, is that proposed by Deborah MacInnis and Bernard J. Jaworski C. (Smith
and Yang, 2004). According to them, at the consumer level occurs six levels of
mental processing, which are the following: 1. analysis of the characteristics which
have the effect of affective mood 2. primary classification with affective transfer
effects 3. analysis of meanings, whose effect is an heuristic analyze 4. integration of
information, with primary persuasive effects 5. assuming the roles with persuasive
effects of empathic nature 6. processes of construction with effects of self-persuasion.
The presented theories and models refer to the importance of involving as the
moderator element in the advertising communication.
Minimal involvement theory is an alternative response to the model promoted by
hierarchy theory persuasive. According to this theory, the consumer response to
advertising involves the following stages: cognitive response, behavioral response and
affective response. The experience is one that has the greatest importance in the

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formation of preferences and the role of advertising is to reinforce consumer habits

and experience. Andrew SC Ehrenberg is the one who proposed in 1974 awareness-
test-reinforce model based on the theory of minimal involvement (Barry, 1987). This
model implies that the consumer buying behavior has a high degree of regularity and
predictability, the habits having a significant impact on the choice of the brand more
than advertising and other forms of communication.
Integrative theory supports the presence of the cognitive, affective and behavioral
effects, but the order in which these effects occur is dependent on a number of factors
such as: the product, the level of involvement and the context of the acquisition.
Based on this theory have been developed a number of models. The FCB grid
proposed by Richard Vaughn considers two dimensions required in the categorization
of products: level of involvement, which can be high and low, and type of motivation
of the individual, being either cognitive or affective (Vaughn, 1980). Level of
involvement related to this model refers therefore to product category, not to a brand
or a particular situation. The implications of this operating pattern are related to the
type of used advertising.
All these theories claim the presence of different effects of the advertising effort
(Weilbacher, 2001). However, they are different in that the stresses to a greater or
lesser extent a given type of effect, whether cognitive or emotional. The similarity, on
the other hand, is related to emphasize given to the concept of experience. Latest
opinions on the issue suggests that the three effects are unbreakable and should be
addressed not as a hierarchy, but rather as dimensions of a complex reality that
characterizes the consumer and his reaction to the phenomenon of advertising
(Vakratsas and Amble, 1999).

Conclusions
Advertising approach is based, as we have seen, on a variety of theories and
explanatory models. Whether they define how advertised is developed in social or
individual, or explain how it affects the lives and behavior of the individual in his
capacity as consumer, they have the merit providing new directions and perspectives
of development of advertising practice.
It can be said that advertising has been and remains a very important area of interest,
this being due to its impact on human society in general and given its communication
impact. The multitude of theories and models express very clear that the study of
advertising was not static, but dynamic closely linked to socio-economic
development. We are currently witnessing reconsideration of its conceptual
framework, a number of specialists talking even about new advertising.

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