On the upcoming anniversary of the tragic terror attacks on the United States, 73% of Americans are ready to see and hear 'everyday' advertisements across all media outlets according to a recent
survey by InsightExpress. The survey reveals that only 10% of Americans would feel uncomfortable seeing or hearing an 'everyday' advertisement on September 11, 2002. On the anniversary, 39% of
Americans plan to treat the day 'like any other day,' 45% indicate it will be 'mostly like any other day with some setting aside time for observation,' and only 2% will take the day off for
observation. "Companies and advertisers must consider this strong 'normalcy requirement' when planning their communications-this is clearly not a lights-out situation," said Lee Smith, president of
InsightExpress. While nearly two-thirds (62%) believe it is appropriate for companies to remember the event with specialized advertisements, more than one-quarter (27%) of Americans will perceive such
advertisements as suspicious or exploitative. "Companies must carefully consider the need, objectives, and imagery when planning any commemorative advertisements as the potential for a public backlash
is tremendous," said Smith. The survey was conducted online of 450 individuals in mid August, 2002.
