According to recent research from the CMO Council and Dow Jones, based on data from a survey of more than 2,000 consumers in North America and the United Kingdom and reported by Ayaz Nanil, 23% of
respondents say false, misleading, or phony advertising is one of the things that bothers them most about brand marketing. Stupid television/video commercials and false promises are tied, followed by
poorly trained store personnel (10%) and bad product design (8%):
Most Bothersome Brand Advertising
- False, misleading, or phony
advertising 22.6%
- Stupid or irritating TV commercials/videos 11.3
- Not
keeping promises or claims 11.2
- Store personnel who don’t know the product 9.5
- Bad product design or
experience 8.3
- Brands that treat customers
poorly 8.0
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Source: CMO Council & Dow Jones, June 2017
Respondents Say The Types Of Digital Advertising That Bother
Them Most
- Intrusive pop-up ads 21.8%
- Auto-playing ads 17.4
- Text only ads
that require click through 10.2
- Ads that track browsing 10.1
- Ads that appear before selected page 9.5
- Banner
ads 7.8
Source: CMO Council & Dow Jones, June 2017
Consumers consider negative advertising experiences to be those that are obnoxious/intrusive,
discriminatory/hateful, and irritating/annoying.
Considered Negative Advertising Experience
- Obnoxious or intrusive
ads 19.2%
- Discriminatory 18.4
- Irritating or annoying
ads 11.7
- Racist or stereotype 11.6
- Create security problem 10.9
- Addressed
porn sites 8.9
Source: CMO Council & Dow Jones, June 2017
Two-thirds of consumers say having a negative advertising
experience would make them feel differently about a brand or choose not do business with a brand.
Having A Negative Advertising Experience Would Make Consumer Think Differently Or Chose Not To
Do Business With Brand
- Yes 66.2%
- Maybe 22.2
- No 11.7
- Source: CMO Council & Dow Jones, June 2017
For additional information from the CMO Council, plese visit here.