Consumers trust advertising in print media more than other media

Despite important changes in media consumption in recent years, consumers continue to have most trust in advertising in magazines and newspapers. It seems the power of the printed word still rings true and has great value when evaluating advertising. When asked how much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63%, TV 41% and Internet 25%. What’s interesting is that so-called traditional media such as direct mail and catalogues also outscore social media and the Internet respectively.

When asked about the role of advertising in purchase decision making, almost seven out of ten said advertising in magazines and newspapers is most important to support purchase decisions. Proving the importance of direct mail, almost 90% of consumers value addressed and non-addressed mail above social media.
These figures prove the continued effectiveness of advertising in the various printed media. Advertisers benefit from the leading consumer trust in print media, as readers more positively evaluate their advertising compared to when it is placed in other media. And at the same time advertisements placed in print media play an important role in the purchasing process.
These results are based upon a pan-European survey conducted by VTT, the Finnish research institute. More than 700 consumers in 13 countries were asked about their media usage and their attitude towards advertising. The results also show four distinct consumer segments: Slow Bons Vivants, Busy Mix-and-Matchers, Tolerant Surfers and Youthful Digilovers. The Slow Bons Vivants represent 23% and are print users who associate digital media with their hectic working life. Busy Mix-and-Matchers (46%) easily shift between digital and print media and appreciate print media. Tolerant Surfers (19%) are digital media users with a positive attitude towards print media. Finally, Youthful Digilovers, the smallest segment (12%), are pure digital users who do not see the benefit of using print media.
Although advertisers are shifting budgets towards digital channels, consumers continue to have the highest trust in print and refer to advertisements in magazines and newspapers as a great source of information to support their purchase decisions. A recent survey from Ablock Plus, a browser add-on to block online ads, showed that 95% of consumers don’t trust online advertising and that 33% trust TV advertising. The latest figure is in line with the results from the VTT study and underlines the strength of print media

THE DIRTY WAR OF ADVERTISING!

Since the times are changing we are moving on to modernization. Our advertising industry is also incorporating aspects some of which are culturally misfit. However, let’s not be too critical as they are catering to the new generation. They only show what we want to see. But taking that point forward, are we forgetting the concept of socially responsible marketing? How important it is to be socially responsible when it comes to marketing? We in Pakistan are making advertisements that not only promote unethical ideas but we have no policies to actually ban such ads.

Now most of you are thinking this happens all over the world. Why am I only pointing Pakistan? Well because I care about the people of Pakistan. So my concern is that why are the other marketers forgetting this point. What exactly am I talking about? Well… wait a bit cause I have examples to quote and show. So, as the advertising war becomes more competitive, advertisers are implementing unethical standards and calling it creativity. “Show the people modernization and they will accept it.” Now here our audience is at fault because none of us actually complain. Right now my blog post will be read by many but only a few would agree. Reason? Modernization? Acceptance of unethical practices for fun and entertainment!

According to some people I know they say it’s being open minded that counts…but isn’t media one of the influential aspects of Pakistan? Don’t they have a responsibility to show content that is good for society rather than negative? Enough of my blabbing let me prove this to you with the example below. We have all seen this ad many times on TV but I am sure only 5% of the people actually noticed what all is wrong here.

Is this dress is acceptable by all? Aren’t we we promoting unethical dressing? However is it okay to publicly promote this through your brand? Endorsing something that is wrong makes it worse doesn’t it?

So after watching this ad what message would the youth receive? However I am writing this post in a naive hope that agencies would start to think on what they are promoting.

Apart from the above "Fresh Up" ad we have all seen campaigns being made by Fair & Lovely  and now we have Fair & Handsome. Where they are openly promoting the concept that to be successful you have to look beautiful and fair. Yes no matter how much we object to this; such campaigns have been running for decades now and none of us have been able to stop them. But my question is why not?

So now my question is; will we actually perform any check on the content being posted and approved?