This Just In: A Lot Of People Don't Trust Advertising [INFOGRAPHIC]

Posted on February 27th 2013

This Just In: A Lot Of People Don't Trust Advertising [INFOGRAPHIC]

Shocking. Surprising. Astonishing.

If you used any or all of these words to describe your reaction to the title of this article and you are in marketing or advertising - you may want to seriously consider a career change.

I don't care what medium we're talking about - from traditional to digital to mobile to social media, when it comes to advertising, people will always look at it with a jaded eye.

But for some reason the folks at Lab 42, a research firm, decided to pose questions in that vein to elicit responses that quite frankly everyone - and yes their mother, should be painfully aware of.  The very first stat they show on their well-done infographic, with the oh-so-clever headline at the top "DOES IT REALLY AD UP?" - reveals the startling fact that 3% of describe claims made in ads as "inaccurate."

Truth be told a) I do like the headline (big fan of puns) and b) there are other more-telling and insightful stats to glean from the infographic, which I will get to a little later.

But for now, let's focus on the apparently not-so-obvious results or findings from the survey which served as fodder for the infographic:

  • 76% of respondents said ads in general were either "very exaggerated" or "somewhat exaggerated"
  • 87% think half or more cleaning ads are photoshopped
  • 96% think half or more weight loss ads are photoshopped

Then there's this one- a personal favorite:

Wow, so many men (77%) who believe beauty ads are " very accurate."

C'mon, it's men we're talking about for crying out loud. We want to believe the woman in shampoo ad really does have flowing, wavy hair as she prances in the field of daisies. We want to believe ALL women look like this when they use this particular product.

We're men, we're easily duped.

Hello, McFly.

Moving Right Along

As I mentioned there are in fact some insightful stats to glean from the infographic and I surely do not mean to come down on the good folks at Lab 42. They do good work and I have referenced their research in the past - at least I think I have? I'm pretty sure I have.

Anywho, the findings I found to be intriguing and telling were these:

A clear cut message to all brands and marketers come through in these findings.

Stop with the sponsored posts - consumers are not buying it. They see right through it as another attempt to sell them something.

And by all means, when in doubt infuse some humor into what you''re doing. I have long been a proponent of using humor wherever and whenever possible. And now, in today's relationship-first era we're in, it is even more important for humor breaks down walls, puts people at ease, relaxes them - all of which makes them more agreeable to at the very least consider buying your product.

Oh, yes I did notice the fact that so many men say a sexy ad leaves a lasting impression on them. Give me a break. The sexier the ad, the more a man is going to focus on the sexy part and less on the most important part - selling.

Here's the full infographic for your perusal and pleasure.

Sources: Lab 42Google Images

 

steve olenski

Steve Olenski

A regular contributor to Forbes, among other publications, Steve was named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred. He is a also a member of the Editorial Board for the Journal of Digital & Social Media Marketing and co-author of the book StumbleUpon For Dummies. Follow him on Twitter@steveolenski or at the nearest coffee shop.The views expressed here are his own and do not necessarily reflect the views of Oracle Marketing Cloud.

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Comments

Kent Ong
Posted on February 28th 2013 at 5:30AM

Hi Steve, Nielsen has a consumer reports say that global average 94% of people around the world trust recommendations from friends and family (word of mouth marketing), what do you think?