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.

Consumers will now pay more for healthier goods, says survey

DDI: 119

US consumers are willing to increase grocery spending on healthier foods says a recent survey sponsored by the United Soybean Board (USB). According to a report from Global Industry Analysts earlier this year, higher incomes, lifestyle changes, growing health awareness, an aging population and a preference for convenience foods are driving the functional foods and drinks market. Unlike in recent years, 60 percent of consumers indicated they are willing to pay extra for healthier foods. This reverses a four-year downward trend. Marketers who use health-focused grocers, such as Whole Foods (DDI 122, +3) and Wild Oats (DDI 136, +4.1), should carefully consider these data when planning new point-of-sale shelf strategies, in-store cross-promotion tactics, or launching new products in retail outlets.