January 3, 2007

Advertising Tactics That Win Consumer Trust

This is the second document in the "Consumer Advertising Profiles, 2006" series.

by Peter Kim

with Elana Anderson, Julie M. Katz, Tenley McHarg

Executive Summary (This is a document excerpt)

Consumer trust in advertising can't get much worse. Across traditional and emerging channels, advertising lacks both trust and influence. However, marketers can still use advertising to connect with consumers by tapping into preferences of interaction and control. To regain trust and influence purchase decisions, marketers should take a customer-centric approach to advertising by ceding control and facilitating brand experiences.

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