Advertising: What the UK really thinks

Karen Fraser and Josh McBain

INTRODUCTION

Anyone who works in advertising and marketing would be right to be concerned about perceptions of their industry, because the way it is viewed has a significant impact on how commercial messages are received, regarded and absorbed.

This makes reading of the Advertising Association's (AA) long-term tracking data all the more sobering. Since the late 1990s, the AA's data show that public favourability towards advertising has been in steady decline. If this trend continues then, arguably, the efficacy of commercial communications will also be reduced.

As part of the industry's approach to responsible self-regulation, the research presented in this report seeks to uncover the reasons for this decline.1


Public Favourability of Advertising’.