The Theoretical Overview Of Classical Advertising Theories

With the rapid development of Internet era,a variety of advertising forms appears online and offline,which imperceptibly affect the public.Based on the big data,advertising increasingly rely on data capture,crowd labeling and target release.Advertising,as a practice-oriented discipline,is easily overlook the importance of theory.However,what we have to admit is that,in order to establish a solid foundation of the disciplines,the role of theory and practice need to balance.In 2014,a research paper,which named "Trends in Advertising Research : A Longitudinal Analysis of Leading Advertising,Marketing,and Communication Journal,1980 to 2010," published on the "Journal of Advertising".It conducted the similarity analysis in advertising research.The statistics illustrate the most widely used theory,theoretical framework/model,and construct.Nonetheless,the psychology and marketing contribute a large number of theoretical support,instead of advertising itself.The fundamental purpose of advertising is to explore audiences' need,and achieve purchase behavior through different forms of advertising.Therefore,psychology shows its advantage to analyze customers' internal activity,which seek out their preferences to improve purchase behavior.At the same time,marketing guides the effectiveness of advertising.Meanwhile,the relative subjects,such as communication,anthropology and sociology,play important roles in analyzing information communication model and the similarity of target behavior respectively.Theories are interrelated and interacted.The rest of the article mainly zoom in on exploring the correlation among Top 24 theories.Six theories,integrated marketing communication,brand equity,means-end theory,advertising effectiveness theory,cultural dimension and semiotics,guide marketing strategies from four dimensions,that is,establish quality brand image,make suitable communication strategy,monitor advertising effect and respect cultural differences.Then,when receiving advertisement information,what kind of influences do generated to audience? How does it influence? Is it influenced their attitude or behavior? There still exist psychology and communication theory to solve these problems.When receiving information,the audience processes them through combining advertising and brand attitude in order to modifying the advertising attitude.In the first step,how does the audience process and analyze the information? Dualprocess model,information processing theory,classical conditioning and schema theory,as information processing to explain the audiences' response and analysis when receiving different types of information.After information analyzing,congruity theory,learning theory and persuasion theory,combined with social comparison theory and advertising attitude theory,apply to analyze the attitude of the audience when facing advertising information.In the end,attitude changes directly to the audience behavior.Use and gratification theory,means-end theory and hierarchy of effects exert essential influence on investigating audience behavior.