Lifestyles of the ad averse: a proposal for an advertising evaluation framework
Graceann BennettMillward Brown/Greenfield, United Kingdom
Melissa RossMillward Brown, United Kingdom
Beth UyencoMicrosoft Digital Advertising Solutions, United States
Tom WillererStarcom, United States
PREFACE
This study explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings the study proposes a framework for evaluating advertising which strategists can apply in developing more impactful communication plans.
Ad aversion tends to manifest across a continuum. There are 'editors' who have a more actively selective relationship...