A time and place for ads
Ipsos Mackay has released a report that has found consumers feel inundated by advertising and that recession themed ads were viewed with differing attitudes, depending on perceived authenticity.
The report examined consumer response to the contemporary advertising landscape, which techniques are seen as unpopular, the future of advertising and the marketing implications of these attitudes.
It highlighted awareness of dissonance between encouraging purchases at a time when some are insecure about their finances and the economy.
What was on offer and whether the consumer felt the GFC was being used as a marketing ploy determined their perspective, the study found.
Respondents indicated that advertising was permeating Australian culture and that they supported additional restrictions. The study also found Australians are marketing savvy, hold negative attitudes toward advertising and believed it did not influence their purchasing decisions.
Inappropriate timing and placement often raised consumer’s ire, the report said.
“The context of ads is an important factor for consumers and a majority pointed to inappropriate erectile dysfunction treatment ads on billboards and radio during school pick-up times,” Ipsos Mackay director of research, Dr Rebecca Huntley said.
Dr Huntley elaborated, saying consumers did not appreciate certain products being advertising while children were viewing. She also said that advertisements for luxury goods juxtaposed with news items involving human misery were viewed negatively.
“Participants readily discussed the reasons for their antipathy to certain types of ads and the techniques they found most offensive. People had no difficulty in nominating advertisements they hated. In fact, consumers much more readily identified ads they did not like rather than ones they did,” explained Dr Huntley.
Most respondents agreed that humour was the most attention grabbing way for an ad to communicate. Furthermore, catalogues and pamphlets were well received and even seen as a cheap form of entertainment.
Telstra Big Pond’s ‘Great Wall of China’ and alcohol ads in general were singled out as appealing. The best received and most enduring advertisements carried a short, simple message that was endearing or funny, the report concluded.