By George Anderson
Consumers are feeling increasingly intruded on by marketing and advertising messages, and many are turning a deaf ear and blind eye to any attempt to influence their purchasing behavior.
According to a report on the Center For Media Research Web site, J. Walker Smith, president of the Yankelovich research organization, recently told attendees of an Advertising Agency Association of American (AAAA) Conference a study conducted by his company found:
- Just under 70 percent are interested in products and services that would help them skip or block marketing
- Sixty-five percent think there needs to be more limits placed on marketing and advertising
- Sixty-four percent say they are concerned about practices and motives of marketers
- Sixty percent say they have a more negative opinion of marketing and advertising than a few years ago
Moderator's Comment: What are the implications of the Yankelovich research for companies marketing products and services to consumers?
Yankelovich's Smith said companies need to begin viewing their marketing as a source of competitive advantage rather than simply communicating a brand proposition. "If we hold marketing and advertising to this standard, then rapport and respect will put an end to clutter and saturation," he said. - George Anderson - Moderator