5% trust advertising

Posted on: December 1, 2010

The latest, very topical Managing Outcomes newsletter from Tony Jaques in Australia has a very good article that questions the value of  Issues Advertising by large organisations. The killer data that he uses to support the case is about the low level of trust that the public has in advertising and in the statements by organisations about themselves:

“… the credibility of traditional media advertising is continuing a steady decline. In fact a study of 2,000 adults in the UK and US for the British company Alterian showed that only 5% of consumers (4% UK, 6% US) trusted advertising, and only 8% (9% UK, 6% US) believe “what the company says about itself.” If it is true that well over 90% of the public don’t believe advertising, perhaps [Australian bank] CBA should have remembered the wise old maxim on the subject – Corporate advertising is like wetting yourself in a dark suit. It very briefly gives you a nice warm feeling, but no-one notices.”

I recommend signing up for Tony’s regular newsletter on issue management. It’s always readable – and he’s got the hand-on experience and research to support the case that is being made.


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Tom Watson

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