Which Ads Do You Respond To?
Mediamark Research has come up with this study segmenting American consumers according to which media they respond to.
Your possibilities, together with the US profile, are:
- Emerging media (9%) — mobile, product placement
- On the road (12% — billboards, buses, taxis
- Mass media (17%) — TV, radio, the internet
- On paper (17%) — newspapers, magazines
- Events (13%) — sports and entertainment events
- Ad adverse (32%) — avoid them.
Personally, i don’t think that "ad adverse" is a meaningful segment. To the extent that we all avoid (and disparage) advertising that is IRRELEVANT to us, we’re all ad adverse. But address a relevant message to me, it doesn’t matter if it’s in skywriting, on a t-shirt or inside a bottlecap, I’ll notice it … and the same is true of you.
Mediamark is most fascinated by the emerging media segment:
This 9% of U.S. adults are far more likely than the average adult to agree with the following statements.
• A celebrity endorsement may influence me to consider or buy a product.
• I’m always one of the first of my friends to try new products or services.
• I follow the latest trends and fashions.
• Brand name is the best indication of quality.
If I had to pick, I guess I’d be a paper guy … as long as there are pictures to go along with the copy. What are you?
Tom
2 responses to “Which Ads Do You Respond To?”
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I think that I respond most to well designed print ads that incorporate excellent photography. However, during the Olympics, I have found myself mesmerized by the Visa ad campaign featuring individual olympians and a voiceover by Morgan Freeman. Perhaps it isn’t the medium that an ad is presented in, so much as how well an ad is incorporated into that medium. Effective advertisements that mesh seamlessly with the surrounding feature content (be that a fashion spread, an Olympic race, or talk radio) are engaging, and keep you from quickly flipping the page, channel surfing, or searching for another radio station.
http://www.makewavesnotnoise.com
Oddly enough, I’m a second-generation product/service user when I think about my west coast early-adopter friend set. But that makes me a first generation user here in the midwest and I become the maven for new technology.
I rely on those that are the early adopters to give me the word-of-mouth down-low or to ask me if I saw a particular new thing.
Twitter has become a great resource for me to keep in touch with what is happening in technology even though I’m far removed from where it is taking place these days.
Celebrity endorsements don’t sway me. I follow trends and fashions, but that following does not equate to action, in most cases. Brand names aren’t as trustworthy as they once seemed to be (which kinda feels like the “I remember when…” mentality). But hey, my grandfather’s television still works; it weighs 4000 pounds, but it still works while my new HD flat screen would be lucky to last a couple of years.