For Interactive Marketing Professionals

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	July 13, 2009 Consumer Advertising Attitudes Rebound A Customer-Guided Approach Will Further Ad Relevance by Shar VanBoskirk with Cynthia N. Pflaum, Emily Bowen

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Executive Summary

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.

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