Recession Messages in Advertising: Split Decision
Many customers have strong feelings--some negative, some positive--about recession messages in advertising.
By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 11/1/2009 12:00:00 AM
Should you discuss the recession in your ads? Depends who you ask.
According to a recent Adweek Media/Harris Poll, different groups have different opinions on marketing that mentions the economy. The results show men are more likely than women to say these ads make the brand seem more manipulative (29 percent vs. 25 percent), while women are more likely to say they make the brand more realistic (27 percent vs. 18 percent).
Respondents between 18 and 34 years old were more likely than those over 55 to lean toward "realistic" (27 percent vs. 18 percent).
Twelve percent of the survey respondents say ads that mention the recession or troubling economic times are depressing and make them less likely to purchase the brand. But 39 percent have no opinion about such messages.
The researchers point to other ways to emphasize current economic trends, such as promoting value and affordable luxuries.
Vox Op: Selling the Times
"Many advertisements are mentioning the current recession and economic troubles. Which is closest to your opinion about these types of ads?"
|
Gender |
Total |
Male |
Female |
|
|
Have an opinion on these types of ads (net) |
61% |
59% |
64% |
|
|
They make the brand seem manipulative |
27 |
29 |
25 |
|
|
They make the brand seem more realistic |
23 |
18 |
27 |
|
|
They are depressing, make me less likely to purchase the brand |
12 |
12 |
11 |
|
|
I don’t have an opinion about these types of ads |
39 |
41 |
36 |
|
|
|
|
|
|
|
|
Age |
18-34 |
35-44 |
45-54 |
55+ |
|
Have an opinion on these types of ads (net) |
65% |
58% |
62% |
60% |
|
They make the brand seem manipulative |
27 |
27 |
25 |
29 |
|
They make the brand seem more realistic |
27 |
22 |
27 |
18 |
|
They are depressing, make me less likely to purchase the brand |
12 |
10 |
10 |
13 |
|
I don’t have an opinion about these types of ads |
35 |
42 |
38 |
40 |
Source: Adweek Media/Harris Poll; percentages may not add up to 100 percent due to rounding
| Zagat Survey Finds Hard Times for Restaurants Means Good Times for Diners |
This year, the national percentage of meals eaten out or taken out declined from 50% to 48%, and the national average of restaurant meals per week dropped from 3.3 to 3.2, according to Zagat's 2010 America's Top Restaurants survey. The study also found:
|
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