More from the "Marketers rate below politicians..." research study.

The study's findings suggest that the ads that are more traditional -- and less able to track for

engagement using digital tools -- are actually the ones consumers say they prefer. The study found

that people prefer to view advertising in their favorite print magazine (45%) or while

watching their favorite TV show (23%). Only 2% stated that they prefer to view

ads via social media and 0% said they like ads in an app.

Companies investing in branded social-media sites should also pay attention

to this finding: Just 2% of respondents believe information about a brand from a

company's social-media site is credible
.

"Make no mistake, creativity will always be our calling card," Ms. Lewnes

said. "But digital has given marketers an opportunity to rewrite their roles.

Marketers today have access to technology that gives them critical data and

insights about their customers ... insights we can turn into more relevant,

high-impact marketing. People want messages and marketing that's more customized

to their needs. And businesses want to be able to measure the impact of their

marketing dollars. Digital gives you both. As an industry, we need to accelerate

the move to digital. Only then will we be able to get the respect and

credibility we deserve."

Considering the participants of this study aren't merely a cross-section of

average consumers but also include 250 top marketing professionals, it seems

imperative that the industry needs to start from within. How can you expect

folks to respect you if you don't respect yourself?

According to the study, the majority of consumers --53%-- stated that most

marketing is "a bunch of B.S." That's compelling evidence of a big reputational

challenge the industry must tackle, and fast.