America on Advertising
However when consumers were asked about their views of advertising a far more positive picture emerges. In contrast, they used words like "creative, imaginative, observant, vivacious, talkative and persuasive" to describe people who worked in advertising. In addition;
•71% said they feel positive about advertising as a profession •67% said they feel positive about the advertising they see around them •39% of consumers said they love advertising •57% say advertising gives them something to talk about
Although in the context of other professions, advertising doesn't fare as well. "Entrepreneur" came in as #1 according to the study's ranking of most favored professions, followed by photographer, doctor, web developer, management consultant, journalist and attorney. Advertising ranked 8th, higher than banker, accountant, sales person and politician.
Sadly, when asked to choose from a list of twelve professions only 7% of consumers would choose to have sex with a person in advertising or like to sit next to an advertising executive at a dinner party.
So while people feel positive about advertising in isolation when looked at in a broader context advertising becomes less desirable. The majority of industry professionals (57%) believe the industry has a problem attracting and retaining talent.
Pride & Persecution
When consumers were asked whether advertising makes the world better or worse, 72% said that advertising makes it better.
But with this opportunity comes added responsibility...
•73% have higher expectations of brands •66% have higher expectations of advertising these days •87% of consumers think brands should stand up for what they believe in •68% agree the brands they buy say something about them
Laura Simpson, Global Director, McCann Truth Central who led the study concluded, "Advertising has a beneficial impact on the economy and consumers recognize that it makes their lives better in many ways, from keeping them informed to supporting the 'free' content they consume. We need to have greater faith in the power of our industry."
Methodology for The Truth About Advertising U.S. Research Study
The Truth About Advertising is a new online research study based on a quantitative survey of 1,000 consumers and nearly 500 advertising agency employees across the U.S. and video interviews with industry experts and consumers. The data for the 1,000 person quantitative survey was collected by Toluna on behalf of McCann Truth Central and was representative in terms of age, gender and ethnicity of consumers in the U.S. McCann was responsible for survey design and data analysis. Toluna is one of the world's leading online panel and survey-technology providers and provides a comprehensive proven, scalable solution that enables companies to answer questions of a target audience quickly and efficiently. The advertising agency employee survey was sent to the 4As membership database and IPG companies in the U.S. with requests to share with non-network advertising colleagues. Advertising professionals in the video interviews were representative in terms of age, experience, gender, ethnicity and departmental expertise. Agencies that participated in the interviews include McKinney, TBWA/Chiat Day, R/GA, Group M and McCann Worldgroup. Man on the Street interviewees were selected randomly on Madison Avenue.
About the 4A's
The 4A's is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country. The 1,200 member agency offices served by the 4A's employ 65,000 people; offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry's spokesperson with government, media, and the public sector. For more information, visit the 4A's Web site at www.aaaa.org.
About McCann Worldgroup
McCann Worldgroup is a leading global marketing company with 23,000 employees in more than 120 countries comprising McCann Erickson (advertising), MRM (digital marketing/relationship management), Momentum (event marketing/promotion), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), and FutureBrand (consulting/design). McCann Worldgroup's blue-chip global client list includes American Airlines, Cathay Pacific, Coca-Cola, General Motors, General Mills, GlaxoSmithKline, Intel, IKEA, Johnson & Johnson, L'Oréal, MasterCard, Maybelline, Nestlé, Unilever.
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