Score: 95

All advertisers must recognize that their offers are subject to consumer research and do more to provide customers good value and good product information

Most merchandising professionals agree that their relationship with consumers has changed because consumers can easily do online research concerning products they are thinking about buying. They can search for reviews of the product. They can quickly research prices among competitors. They can look for similar items across vendors to compare features.

Some pros believe that these changes have little impact; their brand should simply continue to provide good products at fair value as they always have. Others believe that merchandisers need to change: They need to offer better values and they need to describe products more fully than ever before so that consumers know more before they buy.

What do you think? Please write an article about increased availabilty of information to consumers, and how advertisers should react to this reality.

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