Study: How We Perceive Advertising

Michel Fortin · **Study: How We Perceive Advertising -** 09-26-2007, 07:22 PM

Interesting stats on people's perception of advertising.

One finding includes the following:

"The survey also highlights the relationship between the perception of ad professionals and what they do - most of which is resented:

84 percent agreed strongly/somewhat with "Too many things are over-hyped now."
72 percent agreed strongly/somewhat with "I get tired of people trying to grab my attention and sell me stuff."
74 percent agreed strongly/somewhat with "The Internet helps me make better product choices."

Not surprisingly, the bottom-line question, "Is the majority of advertising persuasive or not?" reveals that 39 percent consider it persuasive - but 61 percent do not.

Nevertheless, there's a tug-of-war between consumers' perception of advertising as annoying and useful:

52 percent agree "There's too much advertising - I would support stricter limits."
80 percent agree "I like smart, entertaining advertising."
80 percent agree "Advertising can be useful to alert me to some products."
47 percent regard "Advertising as background noise."
74 percent say "I like informative, factual advertising."
38 percent agree "The advertising industry understands Americans in general and connects with them."
22 percent agree "The advertising industry understands and connects with me."

For the full report, click here:

JWT Survey: Madison Avenue, Main Street Don't Quite Intersect - MarketingVOX

jwt-adweek-advertising-persuasiveness-attitudes-toward.jpg - Marketing Charts

Kyle Tully · **Re: Study: How We Perceive Advertising -** 09-26-2007, 08:50 PM

It's also important to remember that people vary greatly in what they say and how they act.

Those same people that complain about hype are just as likely to buy the most hyped-up product out there, if it so tickles their fancy.

61% claim the majority of advertising is not persausive, yet look at all the useless (in the "i need this to live" sense) stuff they own.

Jason Moffatt · **Re: Study: How We Perceive Advertising -** 09-26-2007, 08:56 PM

Yeah, I don't believe crap that people actually say.

Maybe if they are wasted drunk, then I'll listen.

Alcohol is the real world truth serum.

I'd reckon those answers are probably as accurate as
a typical focus group. They have no idea what they really
want or think. And even when they do, they usually give
answers that makes them feel good about themselves.

Stephen Davies · **Re: Study: How We Perceive Advertising -** 09-26-2007, 09:23 PM

I think the keyword here is "perception".

Thanks Michel. Always love to know what others are thinking... whether I like the answers or not.

John Forde · **Re: Study: How We Perceive Advertising -** 09-27-2007, 04:43 AM

These are great... thanks Michel. In the second week of October, I'm giving a "Know Your Prospect" presentation to 250 marketers and copywriters in Florida, so this is going to come in handy.

re: perception vs. reality... I had an experience once that perfectly demonstrates the point. We were working with subscribers to financial newsletters and put together a focus group. Maybe 10 or 15 people around a table. And we had promo packages spread out in the middle.

We asked them to reach in and take any that looked interesting. "Oh," said one of the people, "those are just ads... I don't have any interest in the ads. Don't even read them."

"Me neither," said another. "I always throw them away." Around the table, heads were nodding. These people just didn't "do" direct mail advertising. It didn't work for them. Funny thing, though... every one of those participants was invited BECAUSE he or she had subscribed thanks to one of those promos.

SuzanneR · **Re: Study: How We Perceive Advertising -** 09-27-2007, 08:34 AM

When you combine those statistics together, doesn't it pretty much add up to people preferring interesting, informative, entertaining, benefit-laden advertising that is about the product/service?

Hasn't it always been about that in good advertising?

Does this report negate, for example, what Ogilvy said about advertising?

Lance K · **Re: Study: How We Perceive Advertising -** 09-27-2007, 09:57 AM

Quote:

Originally Posted by Stephen Davies

I think the keyword here is "perception".

Exactly. Perception indicates conscious thought. And in this case about advertising in general. Advertisers are more concerned with sub conscious thought in regards to their product/service specifically.

Michel Fortin · **Re: Study: How We Perceive Advertising -** 09-27-2007, 12:02 PM

Good story, John!

By the way, folks, please welcome John (Jack) Forde to the "table."

Speaking of "table," if you're not subscribed to his ezine, "The Copywriters Roundtable," you're missing out on some truly powerful copywriting advice. I've been subscribed for, oh, years! And I pull a nugget or two with each and every issue.

Do it now:
signup@jackforde.com