Advertisers and Audiences: How Their Views on Advertising Effectiveness Differ

There is some disparity in the perception of advertising effectiveness between advertisers and consumers:

• Advertisers are more likely than consumers to believe that ads make people stop and think and give new information.
• With respect to before-and-after advertising, 24% of advertisers say they are effective, compared with 13% of consumers who say the same thing.
• 21% of advertisers say that ads that reinforce a message are effective compared with 10% of consumers who say the same thing.
• Ads that amuse rate highly among both consumers and advertisers.
  

With respect to the economy:

• 61% of advertisers are using a "value proposition" strategy and 57% of consumers say this is working well or very well.
• 39% of advertisers are using empathy (with consumers), but only 24% of consumers say that empathy works well or very well.
• 25% of advertisers say they use "cheerleading," (i.e., "we've made it through tough times before, and we can help you do it"), although 38% of consumers say these ads are not effective.
• 18% of advertisers say they are using a "luxuries for less" angle, while 34% of consumers say these ads work well. This angle appeals more to the 18-34 year old group as opposed to the 55+ age group.