Communication Skills Advertisement

Question: Discuss about theCommunication Skillsfor Advertisement. Answer: Introduction Advertisement is the form of marketing communication towards promoting the products and services to the customers. However, may customers are now encouraged to read online reviews before purchasing any product or service. This study will compare the influence of company advertisement and online reviews on consumer purchasing decision. Moreover, the study will select five annotate bibliographies like journal, magazine and website towards comparing company advertisement and online reviews. Discussion Chen, M. 2016. Can two-sided messages increase the helpfulness of online reviews?.Online Information Review, 40(3), pp.316-332. This journal article has emphasized on the benefits of two side messages of online reviews for the customers. In online review system, along with receiving the features and benefits of the products and service, the customers can also get the actual experience of the products and service. As per Chen (2016), the user generated contents hold more true information than the company generated content, as the users have no intension to tell lie about the products or services. On the other hand, todays consumers have a concept that company advertisement often contains biased information simply for motivating customers towards purchasing its products or services. Hence, the consumers believe more on online review for getting the actual quality and effectiveness of the products and services. Tsao, W. 2014, "Which type of online review is more persuasive? The influence of consumer reviews and critic ratings on moviegoers",Electronic Commerce Research,vol. 14, no. 4, pp. 559-583. Consumer buying behavior has changed dramatically over the last twenty years. Organizations are not only restricted within simply making attractive advertisement for attracting the customers. With an intension to get deeper knowledge about consumer purchasing behavior, the organizations are providing the options of online review for their products and service. Tsao (2014) pointed out that online reviews are more influential on consumers towards shaping their attitude and behavior about the products. The effectiveness of communication in online review is powerful to persuade consumer buying decision than the tradition company advertisements. Moreover, in online review, customers can judge and evaluate the products and services based on practical experiences. On the other hand, company advertisements just provide an overview of the product and service features. Hence, consumers are more likely to believe in online reviews than company advertisements. Tseng, C., Kuo, H. and Chen, J. 2014. Do Types of Virtual Community Matter for the Effects of online Advertisement and Electronic Words of Mouth?.Marketing Review (Xing Xiao Ping Lun), 11(1), pp.028-050. Todays customers are more inclined to share their experience, ideas and knowledge about the products or services, which they use in their daily life. Company advertisements are more attractive towards attracting the customers through highlighting the good features of the products and services. The customers may not get the actual experience with the products service through company advertisement. Hence, todays customers are not much attracted towards the company advertisement. On the other hand, virtual community of customers is formed through online reviews about the products of services. This virtual community can get practical and actual experiences of their used products and services (Tseng, Kuo and Chen 2014). Hence, customers are high encouraged to view online reviews before purchasing any new products and services. However, this journal article is not much recent and credible on comparing the two variables in terms of attractive consumer purchasing behavior. Hence, this articl e would not be appropriate to use for the purpose of deciding on the statement. Britt, P. 2017,Customer Reviews Require the Right Response, Information Today, Inc, Medford. This magazine article highlights on the facts that todays customers do not just simply rely on company advertisement, pricing strategy and marketing materials of company. Consumers are more reliant on the information, which they see on third party review sites. As per Britt (2017), 90% consumers read the online review before purchasing the products or service. 88% consumers trust on online reviews than the other advertisement process of the company. In online review, along with the positive sites, the customers can also get an idea of the loop holes residing within the products and services. On the other hand, company advertisement is simply one sided and avoids the demonstrating the negative sides of the products and services. Hence, consumers believe more on online reviews than on company advertisements. Accc.gov.au. 2017.Managing online reviews. [online] Available at: https://www.accc.gov.au/business/advertising-promoting-your-business/managing-online-reviews. As per Accc.gov.au ( 2017), online reviews provide extra information to the customers, which is based on the true experience of the products and services. On the other hand, company advertisement does always provide authentic information regarding the products. Moreover, through online reviews, the customers can get independent and genuine information regarding the specific products or services. On the other hand, while comparing with the advertisements, online reviews can provide personal experience about the products and services. Hence, the customers can trust more on online reviews than on company advertisements. Summary While concluding all the annotate bibliographies, it can be said that customers are more inclined to believe on online reviews than on company advertisements. Company advertisements simply provide the overview and good sides about the products and services. On the other hand, online reviews provide genuine information regarding the product experience. Hence, the customers can get concrete ideas about the products and services before purchasing them. Reference List Accc.gov.au. 2017.Managing online reviews. [online] Available at: https://www.accc.gov.au/business/advertising-promoting-your-business/managing-online-reviews. Britt, P. 2017,Customer Reviews Require the Right Response, Information Today, Inc, Medford. Chen, M. 2016. Can two-sided messages increase the helpfulness of online reviews?.Online Information Review, 40(3), pp.316-332. Tsao, W. 2014, "Which type of online review is more persuasive? The influence of consumer reviews and critic ratings on moviegoers",Electronic Commerce Research,vol. 14, no. 4, pp. 559-583. Tseng, C., Kuo, H. and Chen, J. 2014. Do Types of Virtual Community Matter for the Effects of online Advertisement and Electronic Words of Mouth?.Marketing Review (Xing Xiao Ping Lun), 11(1), pp.028-050.