July 13, 2009

Consumer Advertising Attitudes Rebound

A Customer-Guided Approach Will Further Ad Relevance

by Shar VanBoskirk

with Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements in interactive campaign execution and optimization. But there is still room for ad improvement. To further improve ad relevance, interactive marketers should take a customer-guided approach to advertising, which means asking for user feedback before launch, anticipating post-ad activities, and focusing marketing messages on the brand equity, not discounts.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.