TITLE:
Deceptive Advertising and Consumer Reaction: A Study of Delta Soap Advertisement
AUTHORS:
Raymond Chimezie Ukaegbu
KEYWORDS:
Marketing Communication, Advertising, Deceptive Advertising, Consumer Reaction, Misleading Commercials
JOURNAL NAME:
Open Access Library Journal,
Vol.7 No.3,
March
11,
2020
ABSTRACT: Deceptive advertisement is one of the conventional approaches that unethical business organizations seek to increase their product demand. Deceptive advertisement through the media has been on the rise, which is detrimental to both the companies and the consumers. The researcher ran a survey using the case of Delta Soap advertisement to assess how it influences consumer demand and organization reputation. There was a unanimous agreement from the study participants that false marketing strategies negatively affect business sales in the long term and diminish consumer trust. Most consumers eventually become aware of businesses that use deceptive marketing techniques and ultimately avoid purchasing such products.