Trends Report

Consumer Advertising Attitudes Rebound

A Customer-Guided Approach Will Further Ad Relevance

July 13th, 2009
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Cynthia N. Pflaum , Emily Bowen

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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