Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products

The tough competition in the global and national markets and new trends in consumerism resulted in an increase in the volume of advertisements. Sometimes advertisers are successful in achieving their intended objectives with a particular advertisement and sometimes they are not .These factors contributed a lot towards the decision making problems of advertising agencies with regard to the selection of appropriate advertising strategies and tactics. The tough competition and large volume of advertising make the consumers confused and this even created doubts in the minds of consumers about the genuineness and reliability of manufacturers and products. These factors caused a query regarding the active role of credibility element in advertising. The proposed study examines the effects of advertising credibility in consumer health care non durable product advertising on communication effect, purchase behavior and ad skepticism. This paper examines the need for the study of advertising credibility and reviews the advertising- consumer behaviour- credibility – healthcare theories which form a basis for the study. It identifies the different components and dimensions of advertising credibility and the importance of communication effect, purchase behavior and ad skepticism. It also studies the relevance of credibility in the consumer healthcare products advertising and suggests a Theoretical Framework for the proposed study

Studies on the production management in the seafood processing industry in Kerala

Kerala was the pioneer in modern seafood processing and exporting. But now the industry is Iacingalot of problems due to low productivity and deterioration in the quality of the products. only about 17% of the installed freezing capacity in sea food processing industry was reported to be utilised during 1979-80. The price of the export commodities its decided by the buyers based on international supply and demand pattern and based on the strength and weakness of dollar/yen. The only way to increase the profitability of the processors is to reduce the cost of production to the possible extent. The individual processors find it difficult to continue in this field due to low productivity and quality problems. The main objectives of the research are to find out how the production is being managed in the seafood processing(freezing) 17industry in Kerala and the reasons for low productivity and poor quality of the products. The study includes a detailed analysis of Location of the factories. Layout Purchase, production and storage patterns. Production planning and scheduling. Work Measurement of the processing of important products. Quality Control and Inspection. Management Information System