[opendtv] New Survey on Ad Effectiveness
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Fri, 16 Apr 2004 08:48:53 -0400
ADVERTISING
New Survey on Ad Effectiveness
By STUART ELLIOTT
April 14, 2004
AS the kingpins of Madison Avenue gather for a major annual meeting,
there is further evidence of the growing challenge they confront in
seeking to break through the cacophony of advertising that surrounds
- and increasingly annoys - consumers.
At the 2004 management conference of the American Association of
Advertising Agencies, which begins today in Miami, senior executives
will learn the results of a survey of consumers conducted on behalf
of the organization by Yankelovich Partners, the market research
company. The survey, to be presented tomorrow at the opening general
session of the conference, shows that the effectiveness of campaigns
that agencies produce for marketers is deteriorating, said J. Walker
Smith, president at Yankelovich, because "negative perceptions about
advertising have substantially increased."
The survey findings are significant because industry executives are
frantically searching for ways to forge more emotional connections
with fractious, and fractionated, consumers that differ from
conventional methods like running 30-second television commercials
and print advertisements.
The risk posed by some of the new approaches, like placing sponsored
brand messages or products in the entertainment content of programs
or publications, is that consumers will consider such selling
strategies even more obnoxious.
...
http://www.nytimes.com/2004/04/14/business/media/14adco.html
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