Marketing under fire

Abu-Shalback Zid, Linda
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p5
This article discusses findings of a survey by Yankelovich Partners Inc. on the growing resistance and negativity toward advertising in the U.S. 61 percent of the respondents feel the volume of marketing efforts is out of control. About 60 percent of consumers have a much more negative opinion of marketing and advertising than they did before, and 69 percent are interested in mechanisms that skip or block advertising completely. Beyond that, one-third of respondents even reported that they would slightly lower their standard of living to live in a society without marketing or advertising; 41 percent would pay for traditionally free media; and 28 percent would pay significantly more for magazines to avoid advertising saturation. Furthermore, more than six out of 10 respondents feel that marketers and advertisers do not treat customers with respect.


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