Paper Topic:

Assignment 3. Contemporary Issues in Integrated Marketing Communication (IMC)

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Article Review

Tan , S . 2002 . Can consumers ' scepticism be mitigated by claim objectivity and claim extremity ? Journal of Marketing Communications Vol . 8 , pp . 45-64

Tan 's (2002 ) analysis of consumer view of advertisements is based on idea that not all commercials are believable or provide the true picture of commodities depicted therein . Tan has specifically listed for qualities of effective advertisement . First , the commercial has to be believable in consumer eyes second , the ad needs to be credible passing message third

is that consumers need to see the product being advertised as highly desirable and therefore lead to making purchase decisions . Fourth , the commercial needs to be of greater informational value to consumers . This means that effective advertisements are the ones which provide consumers with new information that helps in decision making processes . Poor information leads to the making of wrong choices that make consumers to avoid the advertised products and even respective company 's goods again . At worst , consumers have greater influence on each other and could therefore lead to fast spreading information on how specific company advertisements happen to be duping consumers to purchase defective products . Such occurrence has a long term effect on respective company 's revenue and market share . Consumer watchdogs might further start investigating the accused company and cause disruption in production and marketing processes . The management would end up wasting valuable time attending to hearings with authorities instead of developing long term strategies for their businesses

In understanding that...

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