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
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
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
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.