For brands and companies, ads are the element that will allow them to position their products and sell things. Neither more nor less: advertising is one of the weapons they use for their positioning and one of the elements they use to convince consumers to use their products.However, beyond these basic points, there are many expectations about the announcements. Marketing and advertising managers themselves see them as a kind of piece of artistic expression. Since it is creative work, they have certain ambitions about how they tell the story and what can be gleaned from it. The ad awards and the industry’s own history have made it clear that ads are not just ‘that’.They are not alone. Consumers also have specific expectations about advertising, expectations that in recent years have become evident and clear in the growing trend of the idea of ​​”brands with values”. Consumers no longer just expect ads to sell things to them, they have even more unconscionable ambitions about what they can do for them.

The data makes it clear that South Korea Phone Number List consumers expect things. The latest study has been prepared in the United Kingdom by the Advertising Association and by Credos and has asked ordinary consumers for their perception of advertising and the work of that industry. And, despite the fact that in general there is a crisis of confidence and despite the fact that consumers trust less and less in more and more organizations, including advertising, from advertisements they still expect great things and high-impact work.46% of the consumers surveyed believe that advertising has a positive impact on the society in which they operate. Only 18% believe that it is something with a negative impact and 36% do not see it in a positive or negative way.

These numbers are not curious in an exempt way, but also by the connected elements about what consumers expect the ads to achieve. 42% of consumers believe that advertising has the power to change the world and make it much better. In fact, the number of consumers who did not believe that advertising could change the world fell below a quarter of those surveyed.The elements of change Citizens therefore think that the image that advertisements convey and that the messages they construct can change society. Thus, 45% of those surveyed believe that advertising can increase the recognition of good causes and 31% that it can lead people to make changes that are positive.

30% even believe that advertisements can promote products and consumption patterns that are positive for society.In fact, consumers want brands to take positions and reflect on the issues that matter to them. The list of items they think companies should talk about and get involved with makes that clear. 63% want more coverage of mental health, 59% more environmental issues, 58% that address the impact of sexist violence and 52% poverty and the homeless.But we don’t believe itAnd all of this is incredibly paradoxical because, as noted above, in recent years there has been a boom in mistrust. Consumers trust everyone less and less.

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