Can consumers’ scepticism be mitigated by claim objectivity and claim extremity?

Tans (2002) analysis of consumer view of advertisements is based on idea that not both commercials argon believable or impart the true picture of commodities visualised therein.Tan has specificlaimy listed for qualities of effective advertisement. First, the commercial has to be believable in consumer eye second, the ad inevitably to be credible passing message tierce is that consumers need to see the product being advertised as extremely desirable and therefore lead to making purchase decisions.Fourth, the commercial needs to be of greater nurtureal value to consumers. This means that effective advertisements atomic number 18 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 individual companys goods again.At worst, consumers mother greater influence on distributively other and could therefore lead to fast spreadi ng information on how specific company advertisements happen to be duping consumers to purchase defective products. much(prenominal) occurrence has a long term effect on several(prenominal) companys revenue and market share.Consumer watchdogs might further loot investigating the accused company and cause disruption in performance and marketing processes. The management would end up wasting valuable period attending to hearings with authorities instead of developing long term strategies for their billetes.In grounds that consumers are generally skeptic of advertisers messages, Tan has gone further to condone that products are key victims of incredibility compared to services.In other words, consumers are more presumable to believe advertisements on services and less on those involving services. Marketers should in this envision make extensive use of Integrated Marketing Communication (ICM) initiatives in ensuring that advertisements are straightforward and provide importan t information to consumers.Effective commercials are the ones which call on marketers restrain themselves from developing ads that everyplacestate several(prenominal) products it is better to have commercials whose messages seem to undermine product effectiveness. Consumers who purchase such products end up being awed by their effectiveness and therefore develop loyalty.ICM has a role of diluting consumer skepticism over advertisements and should be used for that purpose by marketers (Kim 2006). In fact, marketers need to be on the forefront of ensuring that messages contained in ads are completely believable. Secondly, they have to liaise with senior management to learn the knowledge of organizational culture that involves developing and submitting ads helpful to consumers.This is in understanding that truthful advertisements that help consumers get the right products and services is usually the first clapperclaw in developing long term relationship with manufacturers (FCC 200 0). Repeat business that would be rejoind by such positive ads could further help companies generate the much important brand loyalty.In addition, consumers satisfied with the advertised products end up becoming marketing tools as they embark on influencing others in respective sphere of influence to purchase the truthfully-advertised products.Tan (2002) further observed that consumer skepticism over advertisements changes with age, with the younger populations (especially from adolescents mid thirties) being more skeptic, whereas the older population are more likely to believe advertisements. Individual companies marketing teams should therefore ensure that ICM techniques are used to effectively address the target market.ReferencesFCC, 2000, Truth-in-Advertising Public Forum. functional At http//www.fcc.gov/Speeches/Kennard/spwek937.htmlKim, Y., 2006., Consumer Skepticism and Ad Credibility. Available Athttp//www.ciadvertising.org/sa/fall_05/adv392/yeojungi/index.htmTan, S. 2002 . Can consumers skepticism be mitigated by claim objectivity and claim consummation? Journal of Marketing Communications. Vol. 8, pp. 45-64