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The Data Dump

Monday, September 24, 2007

Survey Reveals Disconnect Between Madison Ave. and Main Street

Adweek and JWT today announced the results of the "Ad Industry Perception Survey," an extensive assessment drawing the line between the media-created perception of the industry and the real opinions held by American adults. Survey results indicate that Americans' view of the advertising profession could use an overhaul. In terms of respect for profession, only 14% of the sample say their fellow Americans respect ad people, besting, "national politicians" (10%) and "car salesmen" (5%). The top three most respected are: "military personnel" (79%), "physicians" (75%) and "teachers" (71%). The survey also underscores a direct relationship between the perception of the ad professionals' status, and the perception of what they do--most of which is deeply resented:
84% agreed strongly/somewhat, "Too many things are over-hyped now."
74% agreed, "The Internet helps me make better product choices."
72% agreed, "I get tired of people trying to grab my attention and sell me stuff."

I find this study highly insightful and relevant to the challenges advertisers and marketers face in an increasingly fragmented multimedia society where consumers are demanding messages that inform and entertain. Brand managers and media buyers who relish data to inform their next consumer-focused messaging strategy should read the full Adweek report in detail.