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Advertising and Trust - Research Paper Example

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The author of the following paper highlights that competition at the market level is the core reason for the evolution of advertising. Companies advertise to create publicity for their services and products so that they can effectively reach their target consumers or clients. …
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Advertising and Trust
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Download file to see previous pages The main issue that advertisers face in trying to reach their target market is trust. Do customers trust advertisements or not? The concept of fair competition necessitates the incorporation of ethics and regulations in the practice of advertising to ensure fair, accurate and decent delivery of information advertising. Nonetheless, winning consumer trust still remains a big challenge for advertisers despite the advent of technology and other platforms for advertising. This paper explores the issue of trust in advertisement and seeks to identify whether or not consumers trust advertisements.
Persuasion plays a crucial role in advertising. Advertising exclusively focuses on improving sales of a given product. Consequently, advertisers must work hard to win the trust of their intended audience by trying to craft advertisements that reflect social values rather than those that appear to shape societal values. Historically, advertisement word has been perceived as dirty and often aimed at creating superfluous needs and usually twists the truth. Many people advertisements as ill-fated, usually aimed at capitalizing on people’s vulnerabilities. As such, one cannot avoid asking the question: are advertisements evil as portrayed? According to Moriarty et al (2014), advertising critics argue that it strongly and constantly influence the choices of vulnerable groups like teenagers and the entire youth world.
Consumers often display lack of trust for illogical and irrational promises and ideas propagated in adverts. It is evident that from past establishments, about 85% of all new products launched into the market do fail (Waiguny, Nelson & Terlutter, p 256, 2014). This is a clear show that consumers do not trust advertisements. Smart advertisers tirelessly work to win over the trust of their segment markets.  ...Download file to see next pages Read More
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