Adweek Media and Harris Interactive polled 2,186 U.S. adults between September 25 and 29 to find out what American consumers think about advertisements that use the economy as a marketing tactic. As the firm says, advertisers have to decide how to deal with the issue of the recession. Some simply ignore it, but many have incorporated it into their messaging.
Whether or not you have campaigns in place that incorporate recession-related messaging, you may find the results of Harris Interactive’s poll interesting. It may even cause you to reconsider.
– 27% say advertisements, which mention the economic troubles and the recession make the brand seem more manipulative
– 23% say the advertisements make the brand seem more realistic
– 12% say these types of advertisements are depressing and make them less likely to purchase the brand
– 39% have no opinion about advertisements, which mention the recession.
– Men are more likely than women to say these ads make the brand seem more manipulative (29% versus 25%) while women are more likely to believe these ads make the brand more realistic (27% versus 18%)
– Those aged 18-34 are more likely than those aged 55 and older to say these types of ads make the brand more realistic (27% versus 18%).
– Looking at education, those with a college degree are more likely than those with a high school or less education to have an opinion at all, both believing that the ads make the brand seem more manipulative (31% versus 24%) and make the brand seem more realistic (26% versus 17%)
– Those who have a household income of less than $35,000 are more likely than those with an income of $75,000 or more to say the ads are depressing and make them less likely to purchase the brand (16% versus 8%)
– Those with a household income between $50,000 and $74,999 a year are more likely to make a brand more manipulative (32%)
As the report says, advertisers have to walk a fine line with their ads when dealing with economic issues. It may help to consider your audience. Either way, you will want to approach the subject with caution, because no brand wants to come off as manipulative or depressing.