go-Digital Blog on Digital Marketing

Advertising Can Prevent Purchases

Source:  http://www.marketingcharts.com/topics/behavioral-marketing/distateful-ads-hurt-brand-appeal-12414/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

More than one-third of Americans will not purchase a brand because of distasteful advertising,according to a new Adweek Media/Harris Poll.

Advertising Can Prevent Purchases

Thirty-five percent of respondents said they have chosen not to purchase a certain brand because they found the advertisements distasteful. Another 22% said they have not done so but have thought about doing it, and 43% said they have never done so.

Gender, Age Make Varying Differences

The gender and age of a consumer can have a varying impact on whether they will choose not to buy a brand due to distaste for some part of its promotional strategy. Slightly more women (36%) have chosen not to purchase a brand due to its advertising than men (35%). However, more men have chosen not to purchase due to its spokesperson (32%) than women (25%). More men have also chosen not to purchase a product due to a program or event sponsored by it (29%) than women (22%).

College Grads, Wealthy More Easily Offended

College graduates and respondents earning more than $75,000 a year had the highest levels of choosing not to purchase a brand due to some part of its promotional strategy. Forty-three percent of college graduates have chosen not to purchase a brand due to distasteful advertising, compared to 37% of respondents with some college and 29% with a high school degree or less.

In addition, 33% of college graduates have chosen not to purchase a brand because of the spokesperson, compared to 31% of respondents with some college and 23% of respondents with a high school degree or less. And 33% of college graduates have chosen not to purchase a brand because of a sponsorship issue, compared to 27% of respondents with some college and 24% of respondents with a high school degree or less.

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