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Print advertising receives a more positive response from consumers than advertising in any other media platform. This was the conclusion of a UK study published in June 2008 by research consultancy Dynamic Logic.
Dynamic Logic’s AdReaction Study asked respondents to report their opinion of advertising in more than a dozen media, on a five point scale: very positive, somewhat positive, neutral, somewhat negative, and very negative.
Print media (magazines and newspapers) topped the ranking, with 52 per cent of consumers giving the ads a positive rating. The full list was:
Percent of consumers with a positive opinion of the ads:
| Print (magazines and newspapers) |
52 per cent |
| Outdoor |
50 per cent |
| Television |
49 per cent |
| Cinema |
45 per cent |
| Opt-in emails |
36 per cent |
| Radio |
35 per cent |
| Online search ads |
28 per cent |
| Produce placements |
21 per cent |
| Online ads |
20 per cent |
| Direct mail |
14 per cent |
| Non opt-in emails (spam) |
9 per cent |
| Telemarketing |
7 per cent |
| Ads on mobiles |
6 per cent |
Consumers have real resistance to forms of advertising which are intrusive, especially those which are intrusive on what’s regarded as private space - media such as spam, telemarketing and ads on mobile devices. These three are very personal forms of intrusion.
The research also asked about the perceived relevance of ads in each medium. Dynamic Logic’s Christina Goodman reported that, as expected, the more relevant the advertising, the more it was appreciated. This is why print advertising earns the most positive reaction.
Visit www.dynamiclogic.com for more information.
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