Annoying advertising alienates consumers

08/24/2007

Offensive or annoying advertising alienates consumers, according to a Streetblimps-commissioned survey conducted by the Opinion Research Corp.

Nearly nine in 10 Americans said they were less likely to buy products that had annoying or offensive ads. Seven in 10 also said they were more likely to remember the ads.

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"There's a fine line between being memorable and going too far," said Doug Frantin, founder of guerilla marketing firm Streetblimps, in a statement.

The decision not to buy products with offensive or annoying ads was consistent across demographic groups.

"Usually we can take a borderline idea and modify it for public consumption," Mr. Frantin said. "But there are times when we just have to say no.

"We've turned down cattle drives through Manhattan, painting body prints outside terror targets and giving actors real guns for a campaign," he said.

The ORC surveyed 1,000 US adults by phone in August 2007

Source: www.emarketer.com
August 24,2007