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Literature Review: Advertising Conversations

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Question:

What do consumers believe more company advertising or online reviews?

 

Answer:

Introduction

The author of the study stated that in this era of technology the consumer perception has also been changed. Their mind has diverted to wards online reviews rather than the company’s advertising. The online advertising has changed the mind of many users. The online advertising now playing a dominate role in order to attract the consumer. The online advertising con be done through several of tools such as mobile marketing, online marketing through Facebook, You tube and many others. The online advertising has on some extent replaced the concept of company advertising to online advertising. The companies are now focusing towards the strategies that are helpful to maintain their online advertising in order to attract the number of consumer to satisfy their perspective need related to their required product or service. This report will be based on the discussion of that how consumers perceive from the online advertising in order to differentiate among different product categories like restaurants, cars, holidays, baby products, grocery items and electronic product (Stephen, 2017).

Critical Analysis

It has been found after studying many of the empirical studies the online advertising has left the company advertising far behind. It has gave a new look of advertising to companies in order to attract the number of users. The online adverting provides knowledge to consumer related to many of items such as household products, baby product, grocery product, electronic product, vehicles and so on.

The online advertising has change the perception of many individuals. The author has stated in the favor of this statement that online adverting has changed the thinking of many of the consumer about making purchasing decision. The author further added that this is one of the easiest ways in order to attract consumers; due to the busy schedule in this globalized world people don’t have sufficient time to gather the unique and authentic information in order to make purchase decision to satisfy their perspective need (Nugyen, 2017). This has provide consumers a new way in which consumers get attracted to wards their demanded product of service. In this modern word everyone is using smart technology which has limited the entire world in to a single gadget. The online advertising reviews has enables the users to have look about every things. This has made easy for the consumers to make purchasing decision on time with in the limited time constraints. In the contrast the other author has stated in the critique way to the statement that it is not like that the individual will changed their perception due to the online advertising, according to the author he found that there is still some gap exist that need to m=be minimized the advertising concept plays a vital role for the contribution of company’s goals. The author stated that in reviewing the product and services of any small firm it is difficulty to analyze about the authenticity and surety of the product or services either they are delivering proper related message or there is some gap exist (Johar, 2016).

 

Online advertisement provides a quick promotion of product without any of the limitation based on the geographical boundaries. The major challenge is based in evolving field of interactive advertising which sates the new challenges for online advertisers. The online advertising is now have been become one of the major promotion tool. The author of the study stated in his view for the favor with statement because according to author it is one of most recent and widely used strategy in order to promote the prior product and service. The author stated that the online advertising has gave the companies a new and easiest promotional tool, that is playing a significant role for the promotion of products (hofcar, 2016). The promotion has took up a new look through online advertising which is attracting number of consumer related to the consumer need and demand for their perspective product or service. The author other critic on this statement saying that promotion of the product might not be done in a perfect manner, the promotion requires a careful planning and it is important to analyze all the related factor in order to have a correct promotion of the prior product or service. The promotion is one the most important factor that needs to be done in an efficient and effective manner with full efficacy.

The online advertising placement should be done in the right order to gain a full advantage as compare with the traditional advertising it means that to do placement in a manner where it can be review by the right people that is the consumer to reach so the placement must be done by focusing upon the all of the needed factor includes gender, age, interest, hobbies and all the psychographic factor including education, income and hobbies (Kanon, 2017).. This is the related information that need to be focused while placement of the product or service. The author in the favor of this point stated that it is very important to focus on the correct placement of your ad on any web portal or any of the digital tool that are used as purpose for the ad placement (Millan, 2013). The author further added that in order to attract the prior consumer it is important to analyze the entire factor that is necessary to evaluate for the purpose of correct placement of the ads. The other author stated his critical views about the statement, the author stated that it is not important to evaluate the factor those are required for the correct placement, he said that the advertising that can be done through the promotion of any digital tool will attract the number of consumer because the consumer are now always available on the social sites, and advertisement will catch by the eye of consumer itself, and consumer will attract towards the  ad which is related to fulfill their perspective need related to their demanded product or service (Gullory, 2014).

Internet advertising is now a most important necessity for business. Its provide benefits to those of business that are doing business outside of the local community (Semson, 2017). Consumers use the internet for the entertainment and information purpose. Consumers are now using internet in order to assist almost all type of knowledge with every aspect of their lives in order to create the countless opportunities to have knowledge about the relevant targeted message. The online advertising reaches more consumer than traditional advertising media does. The author founds that the traditional advertising method requires a lot of cost and online advertising is the method that don’t requires lot much of cost (Weing, 2015). It has been found that it is very important method that targets the number of consumer more than traditional method does (Chung, 2014) The online advertising requires a careful planning in order to have the surety that the message has been placed in an order that has been seen by number of relevant users. The author of the study found that there must be some risk associated with this online advertising method in a way that it is easy to copy the material from the internet, for this purpose requirement are required to follow up in order to save from copying material issue (Carson, 2013).

Conclusion

It has been conclude at the end that the online advertising has provide consumer a new way of advertising which has changed the mind of the many of the consumers toward the online purchasing of product by having review on the internet. The online advertising has provided the companies a new way of cost efficient advertising approach. Online advertising is a new promotion tool that has increased the number of consumers (Mangold, 2014). The online advertising is the best promotion tool that has made the promotion of the product or service easy. The internets are now delivering the best customer service with the help of online advertising. The users condemn or praise many of the companies on the basis of their personal experience. The online advertising is also effective in a way that they are providing best quality advertising which is than targeted by the concept of word of mouth advertising which helps to increase the number of consumers. The online advertising has change the perception of many individuals. Consumers are now using internet in order to assist almost all type of knowledge with every aspect of their lives in order to create the countless opportunities to have knowledge about the relevant targeted message. The online advertising has on some extent replaced the concept of company advertising to online advertising. The companies are now focusing towards the strategies that are helpful to maintain their online advertising in order to attract the number of consumer to satisfy their perspective need related to their required product or service. This report will be based on the discussion of that how consumers perceive from the online advertising in order to differentiate among different product categories to identify which one of firm is delivering the best quality product or service (Ludwig, 2014).

 

References

Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., ... & Hu, M. 2017. Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products.

Simanjuntak, M., Nguyen, M., & Situmeang, F. 2017. To What Extent Do Beauty Bloggers Influence the Purchase Behavior of Their Audience? Exploring the Links Between Consumer Personality and Blog Preferences. Advanced Science Letters, 23(1), 623-627.

Johar, G.V., 2016. Mistaken Inferences from Advertising Conversations: A Modest Research Agenda. Journal of Advertising, 45(3), pp.318-325.

Hofacker, C.F., Malthouse, E.C. and Sultan, F., 2016. Big data and consumer behavior: Imminent opportunities. Journal of Consumer Marketing, 33(2), pp.89-97.

Verhoef, P.C., Stephen, A.T., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N.M., Hoffman, D.L. and Hu, M., 2017. Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products.

Guillory, M.D., Lohtia, R. and Donthu, N., 2016. The usefulness of online reviews in financial services. International Journal of Electronic Marketing and Retailing, 7(1), pp.66-90.

Simonson, I. and Rosen, E., 2014. What marketers misunderstand about online reviews. Harvard Business Review, 92(1/2), pp.23-25.

Lu, L.C., Chang, W.P. and Chang, H.H., 2014. Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, pp.258-266.

Ho-Dac, N.N., Carson, S.J. and Moore, W.L., 2013. The effects of positive and negative online customer reviews: do brand strength and category maturity matter?. Journal of Marketing, 77(6), pp.37-53.

Bambauer-Sachse, S. and Mangold, S., 2013. Do consumers still believe what is said in online product reviews? A persuasion knowledge approach. Journal of Retailing and Consumer Services, 20(4), pp.373-381.

Chernev, A. and Blair, S., 2015. Doing well by doing good: The benevolent halo of corporate social responsibility on advertising prespective . Journal of Consumer Research, 41(6), pp.1412-1425.

Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E.C., Wetzels, M. and Pfann, G., 2013. More than words: The influence of affective content and linguistic style matches in online reviews on conversion rates. Journal of Marketing, 77(1), pp.87-103.

Wang, J.C. and Chang, C.H., 2013. How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), pp.337-346.

Melián-González, S., Bulchand-Gidumal, J. and González López-Valcárcel, B., 2013. Online customer reviews of hotels: As participation increases, better evaluation is obtained. Cornell Hospitality Quarterly, 54(3), pp.274-283.

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