|
Scandinavians more and more tired of loud
advertisements
| For the second year
in a row Zapera has completed a survey together with
Icebreak that shows how Scandinavians perceive different
advertisement channels – and we see a great tiredness
spreading all over Scandinavia. |
When we repeat the survey next year, we will
see if this is a trend or just a coincidental crack in the curve.
But a lot is speaking in favor of that this is a long term trend, says Maj Bonde Teir from the consultant agency Icebreak.
All over Scandinavia people want relevant
adver-tisements. Loud shouting in the market creates annoyance. You
want to be taken seriously. You are not negative towards an
advertisement as such, besides the advertisements that seem pushy,
e.g. telemarketing, SMS and pop-ups on websites. You want relevant
ads about goods and services that interest you. “I think that all
the advertisers should take the critique seriously and show more
consideration to how the customers want to be met. Otherwise there
is a big risk that they will shut the ads out.”
Zapera has conducted 500 interviews in each of
the Scandinavian countries. “Of course there are differences between
the Scandinavian countries, but the similarities are bigger than the
differences”, says Maj. Men and women are equally tired of
advertisements and the tiredness is equally distributed in all age
groups, educational levels and income groups. I think e.g. that many
companies send out e-mail ads quite too broad, because the
distribution is so cheap. It should pay to be more selective.
We have just begun to analyze the results but
we have already seen that there are many interesting facts in this
large survey. Summarizing, it should pay for the advertisers to put
more effort into analyzing their target groups and their mass
communication.
Source: Zapera News, Issue 27, October 2007
|
