Consumers are Fed Up with Corporate Advertising and Manipulation

 

Recently, the New York Times reported on a new poll showing that a majority

of Americans are fed up with the hailstorm of advertising we all

suffer through. According to theYankelovich Partners poll:

* 65 percent said they believed that they "are constantly bombarded with

too much" advertising; * 61 percent agreed that the amount of advertising

and marketing to which they are exposed "is out of control"; * 60 percent

said their opinion of advertising "is much more negative than just a few

years ago"; * 54 percent of the survey respondents said they "avoid buying

products that overwhelm them with advertising and marketing";* 69 percent

said they "are interested in products and services that would help them skip

or block marketing;"





The Times story is below.

As the kingpins of Madison Avenue gather for a major annual meeting,

there is further evidence of the growing challenge they confront in seeking

to break through the cacophony of advertising that surrounds - and

increasingly annoys - consumers.

At the management conference of the American Association of

Advertising Agencies, which begins today in Miami, senior executives will

learn the results of a survey of consumers conducted on behalf of the

organization by Yankelovich Partners, the market research company. The

survey, to be presented tomorrow at the opening general session of the

conference, shows that the effectiveness of campaigns that agencies produce

for marketers is deteriorating, said J. Walker Smith, president at

Yankelovich, because:

The survey findings are significant because industry executives

are frantically searching for ways to forge more emotional connections

with fractious, and fractionated, consumers that differ from conventional

methods like running 30-second television commercials and print

advertisements.

The risk posed by some of the new approaches, like placing sponsored

brand messages or products in the entertainment content of programs

or publications, is that consumers will consider such selling strategies

even more obnoxious.

"People have a love-hate relationship with advertising," said Mr. Smith,

who offered a preview of the survey in an interview before the conference

began. "But a far greater percentage are saying they have concerns,

primarily related to its growing obtrusiveness."

For instance, Mr. Smith said, 54 percent of the survey respondents said

they "avoid buying products that overwhelm them with advertising and

marketing"; 60 percent said their opinion of advertising "is much more

negative than just a few years ago"; 61 percent said they agreed that the

amount of advertising and marketing to which they are exposed "is out of

control."

Also, 65 percent said they believed that they "are constantly bombarded

with too much" advertising; and 69 percent said they "are interested in

products and services that would help them skip or block marketing."

How to market an antimarketing product to people surfeited with

marketing? Ah, there's the rub.

Even when fewer than a majority of the survey respondents agreed with

a statement, Mr. Smith said, the results offered little solace for

agencies. For example, what he called a "fairly significant" 45 percent of

respondents said the amount of advertising and marketing they were exposed to

"detracts from the experience of everyday life," while 33 percent said they

"would be willing to have a slightly lower standard of living to live in a

society without marketing and advertising."

The results also offer some suggestions, Mr. Smith said, to help narrow

what he described as "the growing gap between how consumers want to

be communicated with and the way advertisers communicate with them."

However if you use Interactive Marketing Communication, properly executed, all these problems

disappear, customers want to interact with your information, they do want to express opinions to

you. The trouble is, most people in advertising/marketing don't really understand communication,

and they certainly don't understand real interaction.