Interesting Results
If Members of Your Target Market Hate TV Advertising, Try Print
Most of us know people who hate television advertising and try to avoid seeing it or paying attention to it. A recent study examined whether people who feel this way have a similar aversion to other types of advertising (print, radio, and direct mail). It found that in many cases, they don’t. Over half (56%) of the segment of people who avoided TV advertising had more favorable attitudes toward print advertising. Some of those who avoided TV advertising were more accepting of radio and direct mail advertising, but the proportion was smaller than for print (38% and 39% respectively).
The study also showed that the segment of people who enjoy television advertisements also tends to enjoy advertising in other media, however there are exceptions. Of those who enjoyed television advertising, 22% avoided print advertising, 24% avoided radio advertising and 40% avoided direct mail advertising.