Study reveals negativity towards ads

Almost half the UK population has a negative response to most forms of advertising and almost a quarter resents intrusive commercial messages, according to new research from CIA MediaLab.

Almost half the UK population has a negative response to most forms

of advertising and almost a quarter resents intrusive commercial

messages, according to new research from CIA MediaLab.



The study has identified four key personality types that can be defined

by their attitudes to advertising. Known as Mediaspecies, the four

categories are intended to help media planners decide on the most

appropriate channels of communication for different target markets.



According to the research, 22 per cent of consumers resent the intrusive

nature of ads, often feeling hostile towards them.



Known as Cynics, these consumers see ads as crude sales tools. However,

Cynics are likely to be more responsive to ads placed in a relevant

medium.



Ambivalents prefer easily understandable ads and respond well to factual

or cost-saving advertising. Creativity is seen as irrelevant and they

are more susceptible to ads where the medium reinforces the message.



Acquiescents account for 21 per cent. They passively accept most

communication and are open to influence.



Most consumers fall into the Enthusiasts category. These consumers -

around 35 per cent - like to get involved in advertising and are

intrigued by anything creative. They generally like most types of media

but find ads in newspapers boring.



Anthony Jones, head of CIA MediaLab, said the research proved that the

channel of communication can be crucial in determining the effectiveness

of a commercial message. ’The study provides us with valuable insight

into when media channels are right and wrong and how best to use them,’

he said.



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