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.
