• by Jack Loechner , Staff Writer @mp_research, June 30, 2017

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

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.