Trends Report

Consumer "Ad-itudes" Stay Strong

Better Trust Will Improve Ad Response

March 21st, 2011
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Emily Riley , Angie Polanco

Summary

Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we recommend that interactive marketers work to improve the relevance and trustworthiness of their ads by helping users take control of ad experiences, applying audience targeting, integrating social media into ads, and creating "Splinternet-ready" campaigns.

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