Advertising turnoffs

Fort SmithOutside The Wire

by The City Wire staff ([email protected]) April 20, 2010 7:11 am 60 views 

A recent Adweek Media/Harris Poll survey found that 35% of Americans will not buy some products because they think the related advertising was “distasteful.”

Harris conducted an online survey of 2,194 U.S. adults between Feb. 2-4.

“Certain things, whether it is the voiceover in an ad, the concert or sporting event the brand sponsors or even the general tone of the advertisement, consumers can be turned off to a brand,” Adweek Media noted in a statement. “These reasons have nothing to do with the actual brand, product or service, but are things that advertisers and marketers must consider each and every time they are pulling together storyboards for their next campaign.”

SURVEY FINDINGS
• 22% surveyed said they have not rejected a product because of advertising, but say they thought of doing so.

• 43% say they have never rejected a product because of advertising.

• More than a quarter of Americans (28%) say they have chosen to not purchase a brand because they did not like the spokesperson it used, while 22% say they have not done so, but thought of doing it and half (50%) they have never done so.

• While over half (52%) say they have not done so, 27% of Americans say they did not purchase a certain brand because they did not like a program or event sponsored by the brand and 20% have thought of doing so.

• More than two in five college graduates (43%) have not purchased a brand because they found the advertisements distasteful compared to 29% of those with a high school education or less.

• One-third of college grads (33%) say they have not purchased a brand because they didn’t like the spokesperson compared to 23% of those with a high school education or less.

• One-quarter of those with a household income of under $50,000 a year (25%) say they did not purchase a certain brand because they did not like the spokesperson used compared to 28% of those with a household income of between $50,000 and $74,999 a year and one-third (33%) of those with a household income of $75,000 a year or more.