Marketing Media in Australia - Our Community

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230 Marketing Media in Australia What Consumers Don’t Like About Newspaper and Magazine Advertising 48% of Consumers can nominate an element of Newspaper and Magazine Advertising that they don’t like. The main reasons that those Consumers dislike Newspaper and Magazine advertising are that they believe there are too many ads and they take up too much space, especially in Magazines. Some believe the ads are repetitive and/or misleading.
231 Newspaper and Magazine Advertising What Consumers Don’t Like About It APPEAL Nothing COMMENTS There’s nothing I don’t like about them I don’t have to read them They’re easy to ignore Can’t say % 52 Other Too many boring ads Ads without pictures Don’t like large ads Sexist media 20 Too Many Magazines are ads with a bit of news thrown in More ads than there is news Just too many of them They’re on every page 18 Takes up all the good reading space More and more space going to ads Percentage Spaceof Consumers Purchase as a Result of Receiving Media 6 Dominates magazine space Takes up most of magazine Repetitive It’s always cars at the front and perfume at back It’s always the same advertisers They’re the same each week Repetitive and misleading 2 Misleading They don’t tell the full story Misleading and ambiguous Beware the fine print Unrealistic promises 2 Base: Sample = 1,100. Source: ResponseAbility Consumer Research 2001.
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Executive Summary 1
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29 Glossary of Terms Solicited Pers
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37 Consumers Percentage of Consumer
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39 Direct Mail Percentage of Consum
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41 Direct Mail How Consumers Prefer
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53 Advertising Material Do Consumer
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