Americans have skewed view of ad industry

Share this content:

The American view of the advertising profession could use repair, according to a J. Walter Thompson study titled "Ad Industry Perception Survey."

When asked about respect for the profession, only 14 percent of those surveyed say their fellow Americans respect ad people. The top three most respected are military personnel (79 percent), physicians (75 percent) and teachers (71 percent).

The study is an assessment of the line between the media-created perception of the industry and the real opinions held by American adults. JWT conducted a random online survey of 966 Americans, 18 years and older, with a 50/50 balance of male/female ratio, from September 5 to 12 .

Only 12 percent of those surveyed noted improvement of ad people's status. Ad professionals are seen as a "necessary good" by 31 percent of the population (besting politicians and car salesmen).

Other key findings include:

╖ 84 percent agree (strongly/somewhat), "Too many things are over-hyped now."

╖ 74 percent agree, "The Internet helps me make better product choices."

╖ 72 percent agree, "I get tired of people trying to grab my attention and sell me stuff."

╖ 52 percent agree, "There's too much advertising - I would support stricter limits."

╖ 47 percent regard "Advertising as background noise."

╖ 42 percent agree, "American advertising has improved in recent years."

╖ 38 percent believe "The advertising industry understands Americans in general and connects with them."

╖ 22 percent believe "The advertising industry understands and connects with me."

╖ 24 percent "resent advertising."

╖ 82 percent indicate a positive engagement with media overall.

╖ 59 percent consume "traditional" media.

╖ 41 percent consume "interactive" media.

╖ Two-thirds claimed, "Advertising is an important part of the American culture."

"The study significantly uncovers a basic disconnect between the ad industry's æworld view' and that of its audience," JWT's report said. "When asked to pick the word that others would use to describe them, 42 percent of the sample ranked themselves as æ pragmatists ' - justifying the feature-centric and end-to-end benefit ad approach resonating most with consumers today."


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above