Consumers feel overloaded by ads, report claims Oliver Milman
Australian consumers feel overwhelmed by advertising and are increasingly conscious of brands using the global economic downturn to sell products or services, according to a new study.
The latest Ipsos Mackay Advertising report found that many consumers considered that advertising was infiltrating their culture and everyday life, with some restrictions needed.
Respondents also noted the push to sell products at a time of financial uncertainty for many Australians.
Advertising was generally seen in a negative light by those polled, with many claiming that they weren’t influenced by ads.
The ill-considered timing and placement of ads was the overwhelming complaint by consumers, however.
“The context of ads is an important factor for consumers and a majority pointed to inappropriate erectile dysfunction treatment ads on billboards and radio during school pick-up times,” said Dr Rebecca Huntley, director of research at Ipsos Mackay.
“On television and radio especially, consumers did not want to see certain services and products being advertised while children were viewing or listening. Nor did they warm to advertisements for luxury goods, services and products juxtaposed with news items about human and natural disasters.”
Those questioned were increasingly savvy about the techniques used by marketers to reach them, with many feeling that they weren’t coerced into making brand choices.
Dr Huntley added: “Consumers claimed they could outsmart advertisers and remain immune to their influence. Discussing the various tactics they used to manipulate their exposure to advertisements, consumers sometimes succeeded in eliminating them altogether.”
Most respondents could name ads they hated more easily than ones they admired. However, ads that carried short, simple or humorous messages were favoured by consumers, with alcohol ads singled out as often being “sassy, clever and classy.”
According to the report, consumers believe the future of marketing includes more targeted advertising, although there are concerns about the technology and tactics used by marketers to achieve this.
The report was drawn up from discussions with 16 groups of Australians, including men and women ranging in age from their early twenties to mid-seventies.
