This paper aims at developing an argument about an academic research article to elaborate on the strength of the assumptions and arguments presented in the article. This paper also aims at elaborating on the implications as well as the assumptions that are made in the article and whether they should be different with respect to the topic of the search article. The article chosen for this analysis is called “How Advertising Affects Consumers” and explains the gap between the psychology of marketing and advertising along with human behavior against the way marketers work towards promoting products and services.
Summary of the Article
As explained earlier, the article discusses how there is a gap between the human behavior and the psychology of marketing and advertising against how marketers promote their products and services. It is important to understand that stimulus and response model to advertising is the old and traditional way by which marketers view marketing and advertising (Nelson, 1974). In the modern, contemporary world, researchers (Makoto and Hiroyuki, 1990, Grossman, and Shapiro, 1984) state that marketers should understand that this traditional response model will not be profitable to their products and services. Brands that are advertised by marketers should be such that they present a lasting picture in the minds of the consumer. That is the only way that marketers can aim to build up and increase their profitability. There are various assumptions and arguments presented by Weilbacher (2003), the author of this article, which are being evaluated further in this essay.
Arguments Presented in the Article