Monitoring Public Opinion of Advertising
EXECUTIVE SUMMARY
The public believes itself to be increasingly knowledgeable about marketing and advertising and is pragmatic and tolerant of the common strategies and tactics it uses. People appreciate all forms of advertising when it informs, entertains and rewards, but when they feel as if they are being constructed as stupid or naïve they become antagonistic to the advertiser.
Implication:Knowing that the public is increasingly knowledgeable and sophisticated about advertising represents an opportunity for creativity and inventiveness. In addition, advertisers need to be mindful of their strategies and tactics and avoid constructing their audience...