For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	November 7, 2008 Who Still Loves Ads? Use Ad Affirmers To Drive Sales And Brand Awareness by Shar VanBoskirk with Cynthia N. Pflaum, Emily Bowen	Average: 10  (1 rating)

This is an excerpt

Executive Summary

Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not only do these consumers trust ads, but they also give and receive product recommendations, pay for convenience, and buy products based on ad content. Smart marketers will: 1) leverage Ad Affirmers to help spread the word about their products, and 2) at last embrace a conversational approach to marketing that involves listening, supporting, and embracing consumers.

TABLE OF CONTENTS

• Most Consumers Still Love To Hate Advertising

RECOMMENDATIONS

• Engage Consumers With A Two-Way Dialogue
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

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