I've spoken in a previous post about the negative and positive views on advertisings role in society and for this post i'm going to look at the public's opinion on its role. While researching for my literature review i found some interesting studies that have showen consumers think negatively about advertising. (French et al. 1982; Pollay and Mittal, 1993; Smith, 2006. Heath and Chatzidakis, 2012).
Heath and Chatzidakis (2012) conducted 36 face to face interview with consumers who had various socio demographic characteristics in order to get a broad range of responses. Their research showed that participants believed marketing was about ‘persuading’, ‘convincing’, or ‘leading’ consumers to do something in the interest of the company, this supported older research (e.g. Heath and Heath, 2008; Hackley, 2010).
The participants were given 3 definitions:
1 - ‘The activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners and society at large’ (AMA, 2008)
2 - ‘The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return’ (Kotler et al. 2008)
3 - ‘Misleading, misinforming, or otherwise taking unfair advantage of customers, or knowingly engaging in activities that have a harmful effect on society’ (Sheth and Sisodia, 2006)
Number 3 is a definition of unethical marketing and the other two are of marketing, Kotler et al (2008) definition was chosen more preferably over AMA (2008) as participants did not think marketing was a value to society. Fourteen participants identified the definition of unethical marketing as what they believed represented marketing.
Obviously the public's opinion of advertising has a great impact on the industry and the way it is being perceived, if it carries on being looked upon negatively I believe it will loose trust and advertising will stop having an impact on changing purchasing behaviours.
Heath and Chatzidakis (2012) conducted 36 face to face interview with consumers who had various socio demographic characteristics in order to get a broad range of responses. Their research showed that participants believed marketing was about ‘persuading’, ‘convincing’, or ‘leading’ consumers to do something in the interest of the company, this supported older research (e.g. Heath and Heath, 2008; Hackley, 2010).
The participants were given 3 definitions:
1 - ‘The activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners and society at large’ (AMA, 2008)
2 - ‘The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return’ (Kotler et al. 2008)
3 - ‘Misleading, misinforming, or otherwise taking unfair advantage of customers, or knowingly engaging in activities that have a harmful effect on society’ (Sheth and Sisodia, 2006)
Number 3 is a definition of unethical marketing and the other two are of marketing, Kotler et al (2008) definition was chosen more preferably over AMA (2008) as participants did not think marketing was a value to society. Fourteen participants identified the definition of unethical marketing as what they believed represented marketing.
Obviously the public's opinion of advertising has a great impact on the industry and the way it is being perceived, if it carries on being looked upon negatively I believe it will loose trust and advertising will stop having an impact on changing purchasing behaviours.
This graph shows the decrease in the favourable view of advertising and increase in the unfavourable up until 2009. 55% of the UK public feel ‘neutral’ towards advertising (Brainjuicer Public Attitudes Survey, November 2010)
For advertising to continue to work in the best way possible for consumers, agencies and brand owners they need to work on their image and identity. Microsoft (n/d) give some good advice for business to increase their truth-worthiness.
1. 'Honour exceptional promises' - Do not make promises you cannot keep
2. 'Watch your language' - Keep it simple don't over use buzz words.
3. 'Work the relationship' - Make sure you keep a relationship with consumers, have communication and engagement where it matters most to them.
4. 'Get customers to vouch for you' - Im a strong believer in word-of-mouth, I'd be more persuaded to purchase something recommended by a friend/a good reviews than an advertisement telling me to do so.
5. 'Adopt a cause' - Get involved in a community or charity, show you are giving back. 80% of global millennials have acted in support of a brand they trust and more than half would volunteer to test new products from these trusted brands (Keeble, J. 2013).
6. 'Create Missionaries' - Treat your staff the same way you would want them treating customers.
7. 'Update your technology' - 'more than 90 percent of consumers said they would consider taking their business elsewhere rather than work with a company that uses outdated technology.'
For there to be a great future for the advertising industry they need to change the way they are perceived and I think these tips are a good start.
1. 'Honour exceptional promises' - Do not make promises you cannot keep
2. 'Watch your language' - Keep it simple don't over use buzz words.
3. 'Work the relationship' - Make sure you keep a relationship with consumers, have communication and engagement where it matters most to them.
4. 'Get customers to vouch for you' - Im a strong believer in word-of-mouth, I'd be more persuaded to purchase something recommended by a friend/a good reviews than an advertisement telling me to do so.
5. 'Adopt a cause' - Get involved in a community or charity, show you are giving back. 80% of global millennials have acted in support of a brand they trust and more than half would volunteer to test new products from these trusted brands (Keeble, J. 2013).
6. 'Create Missionaries' - Treat your staff the same way you would want them treating customers.
7. 'Update your technology' - 'more than 90 percent of consumers said they would consider taking their business elsewhere rather than work with a company that uses outdated technology.'
For there to be a great future for the advertising industry they need to change the way they are perceived and I think these tips are a good start.
Referencing
AMA. (2008). Definition of Marketing. Available: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Fraser, K. (2011). Advertising: What the UK really thinks . Available: http://www.adassoc.org.uk/wp-content/uploads/2014/09/Advertising-What-the-UK-really-thinks.pdf.
French W, Barksdale H, Perrault W. (1982) Consumer Attitudes towards marketing in England and the United States. European Journal of Marketing 16 (6): 20-30
Hackley C. (2010) Advertising and promotion: An Integrated Marketing Communications Approach. Sage: London.
Heath MT, Heath MJ (2008) (Mis) trust in marketing: a reflection on consumers’ attitudes and perceptions. Journal of Marketing Management 24 (9-10) 1025-1039
Heath T, Chatzidakis A. (2012). The transformative potential of marketing from the consumers’ point of view. Journal of Consumer Behaviour. 11 (4), 283-291
Keeble, J. (2013). Young consumers hold the key to sustainable brands. Available: http://www.theguardian.com/sustainable-business/young-consumers-key-sustainable-brands.
Kotler, P. Armstrong, G. Wong, V. Saunders, J. (2008) Principles of Marketing. Pearson Education Limited: Harlow.
Microsoft . (n/d). Seven ways to ramp up your marketing. Available: http://www.microsoft.com/en-us/business/articles/seven-ways-to-ramp-up-your-marketing.
Pollay R, Mittal B. (1993). Here’s the beef: factors, determinants and segments in consumer criticism of advertising. Journal of Marketing 57 (3): 99-114
Sheth, J. Sisodia, R. (2006) Does Marketing Need Reform? In Sheth J, Sisodia R (eds). Does Marketing Need Reform? M. E. Sharpe Inc.: New York; 3-11
Smith J. (2006). Coming to concurrence: Improving marketing productivity by reengaging resistant consumers. In Sheth J, Sisodia R (eds). Does Marketing Need Reform? M. E. Sharpe Inc. NY; 15-25.
AMA. (2008). Definition of Marketing. Available: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Fraser, K. (2011). Advertising: What the UK really thinks . Available: http://www.adassoc.org.uk/wp-content/uploads/2014/09/Advertising-What-the-UK-really-thinks.pdf.
French W, Barksdale H, Perrault W. (1982) Consumer Attitudes towards marketing in England and the United States. European Journal of Marketing 16 (6): 20-30
Hackley C. (2010) Advertising and promotion: An Integrated Marketing Communications Approach. Sage: London.
Heath MT, Heath MJ (2008) (Mis) trust in marketing: a reflection on consumers’ attitudes and perceptions. Journal of Marketing Management 24 (9-10) 1025-1039
Heath T, Chatzidakis A. (2012). The transformative potential of marketing from the consumers’ point of view. Journal of Consumer Behaviour. 11 (4), 283-291
Keeble, J. (2013). Young consumers hold the key to sustainable brands. Available: http://www.theguardian.com/sustainable-business/young-consumers-key-sustainable-brands.
Kotler, P. Armstrong, G. Wong, V. Saunders, J. (2008) Principles of Marketing. Pearson Education Limited: Harlow.
Microsoft . (n/d). Seven ways to ramp up your marketing. Available: http://www.microsoft.com/en-us/business/articles/seven-ways-to-ramp-up-your-marketing.
Pollay R, Mittal B. (1993). Here’s the beef: factors, determinants and segments in consumer criticism of advertising. Journal of Marketing 57 (3): 99-114
Sheth, J. Sisodia, R. (2006) Does Marketing Need Reform? In Sheth J, Sisodia R (eds). Does Marketing Need Reform? M. E. Sharpe Inc.: New York; 3-11
Smith J. (2006). Coming to concurrence: Improving marketing productivity by reengaging resistant consumers. In Sheth J, Sisodia R (eds). Does Marketing Need Reform? M. E. Sharpe Inc. NY; 15-25.