Financial Daily from THE HINDU group of publications
Saturday, May 18, 2002
Financial Daily from THE HINDU group of publications Saturday, May 18, 2002 |
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Marketing
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Marketing Research Bad ads put off people: Study Our Bureau
CHENNAI, May 17 "BAD ads can lead to consumers avoiding all advertising." This was one of the findings of Adwatch 2002, a research study on consumers' attitude towards advertising. Commissioned by Initiative Media, the media-buying arm of Lowe and BBC World, the study revealed that consumers in India were on a par with consumers in the US or Europe in terms of responding positively towards an advertisement. The study also revealed that in India women responded more positively towards advertising than men. According to the study, though consumers sense the increase in the number of ads, they do not respond negatively. In Mumbai, visual appeal, humour and creativity were the three factors that encouraged people to watch ads and in New Delhi, creativity, relevance and music were the key factors. The study also revealed that the upper and middle classes were more affected by `too many ads' than the lower class. A significant finding of the study was that consumers perceived print ads to be bor ing, uncreative and irrelevant.
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