Marketing Has Bad Rep

Discussion
Apr 29, 2004
George Anderson

By George Anderson


Consumers are feeling increasingly intruded on by marketing and advertising messages, and many are turning a deaf ear and blind eye to any attempt to influence their purchasing behavior.


According to a report on the Center For Media Research Web site, J. Walker Smith, president of the Yankelovich research organization, recently told attendees of an Advertising Agency Association of American (AAAA) Conference a study conducted by his company found:


  • Just under 70 percent are interested in products and services that would help them skip or block marketing

  • Sixty-five percent think there needs to be more limits placed on marketing and advertising

  • Sixty-four percent say they are concerned about practices and motives of marketers

  • Sixty percent say they have a more negative opinion of marketing and advertising than a few years ago

Moderator’s Comment: What are the implications of the Yankelovich research for companies marketing products and services
to consumers?


Yankelovich’s Smith said companies need to begin viewing their marketing as a source of competitive advantage rather than simply communicating a brand proposition.
“If we hold marketing and advertising to this standard, then rapport and respect will put an end to clutter and saturation,” he said.

George Anderson – Moderator

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