Contextualising the Serious Business Theory of Advertising from Advertising Conceptualisation to Marketing Epiphany

Abstract

In The Business of Advertising, I propounded the Serious Business Theory of Advertising (see The Business of Advertising, 1998, Acena Publishers, Enugu). The theory proceeds from the premise that advertising is too serious a business to be left to the whims and caprices of chance (Okoro, 1998). This premise results in the thesis which eventually forms the hypothesis that has been driving the serious business theory of advertising, in addition to raising it into a model in 2013(see The Business of Advertising, Benedette Publishers Limited, Lagos). Today, the serious business theory (SBT) is now informed by existing advertising and marketing practices and realities which point up in vivid terms that advertising is a persuasive communication and marketing sphere where professionalism is a key factor for success (KFS) in product/brand management and merchandising. The litmus test of every ad copy is to sell a product or service (see Olise, F. P. International Journal of Communication - An Interdisciplinary Journal of Communication Studies, No. 4, 2006). From the zone of advertising conceptualisation to the terrain of marketing epiphany, advertising should pace professionalism in every material particular.