Consumers, Marketers Disagree on Effective Ads

This article highlights a theme we have touched upon in class: consumers and marketers’ divergent perspectives on effective advertisements.  In a recent study conducted by Adobe, US marketers rated online ads just slightly better than TV ads.  However, about 2/3 consumers believed TV commercials to be more effective.  In general, consumers seem to agree that traditional media channels are the most effective: 45% favor print magazines, 23% TV shows, 11% websites, 10% Billboard, 6% window display, 3% social media, and 2% digital magazines.  This data supports the topic we discussed in class about how consumers do not think online advertising is effective (eg, banner ads), but how it actually is influential.  These conflicting views could be due to the intrusive nature of ads in the digital space (vs TV and print), and how consumers may be in denial about how these ads (whether polite or impolite) do actually affect their behaviors (either consciously or subconsciously).  Either way, it is an interesting notion that appears to warrant more research and analysis. 

http://www.emarketer.com/Article.aspx?R=1009480&ecid=a6506033675d47f881651943c21c5ed4