BREAKING: Nobody Believes Your Advertising

Market Research firm Lab42 did a survey to find out what consumers really think of claims made in commercial advertising.

I think it’s safe to summarize the results as “Consumers think marketers are full of $hit.”
Consumers think marketers are full of $hit. Click To Tweet

Surprised? You shouldn’t be. Let’s take a look at some of the numbers.

  • Only 3% of the people surveyed said that they thought claims made in advertisements were “very accurate”. Three percent!
  • A mere 21% said that they thought ads are “somewhat accurate”, while a whopping 76% said they believed that ads are “somewhat exaggerated” or “very exaggerated”.
  • If that isn’t concerning enough, 1 out of 5 people said they would refuse to buy a company’s products simply due to their advertising.
  • And if you’re selling cleaning, shampoo, or weight loss products, well, pretty much everyone thinks your ads are Photoshopped.

Overcome the Mistrust of Advertising

What these numbers should tell you is that you need to work to build trust and loyalty with your customers and target audience. Face it, they don’t believe your ads, so you need to gain that trust in other ways. A strong social media strategy is one of those ways.

Engaging with your audience and building relationships is what social media is all about. Properly executed, it can help you overcome the general mistrust of advertising. Of course, manage social media improperly, and you’ll just exacerbate the problem.

On the bright side, if you use humor in your ads, 71% of those surveyed said a funny ad makes them more likely to remember a product. In that case, Kmart is knocking it out of the park.

Check out all of the findings from the survey in this infographic. What do you think? Do you believe advertiser claims, or do you not buy the hype? Let us know in the comments below.

Advertising Perceptions

Dave Soucy

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