Positive Print Ads
Let's be honest, most people will never say they would like to have more advertising in their lives. However, there are certain types of advertising to which people are more receptive and certain types which, basically, get on their nerves.
In a research study released in June 2008 Dynamic Logic ranked advertising formats by Positive to Negative opinion. More interruptive or intrusive formats, such as telemarketing and spam (non-opt-in email) are towards the bottom of the list in terms of consumer appeal. Print advertising (newspapers and magazine) as well as TV and outdoor advertising rate most positively.
A surprising insight is the breadth of feelings about different advertising formats. This research shows there is a significant difference between how consumers feel about ads on mobile devices for example (70% negative) versus Magazine ads (only 11% negative).
In fact 51% of respondents feel 'very' or 'somewhat' positive toward magazine adverts. 53% feel the same toward newspapers.
Relevance, intrusiveness and control are the key elements in creating this opinion. If its useful, doesn't force its way in and can removed if desired, then consumers feel more favourable toward it. Thus outdoor is third at 50%.
TV ads polarise opinion more. While they enjoy a good positive score of 49% they also incur an 18% 'Somewhat' or 'Very' Negative count. Print adverts have only half of this negative feeling.
For the full rundown on who likes what, please e-mail IPC Marketing and Strategy.
