MAM

US consumers find new marketing techniques less acceptable than traditional ones

MUMBAI: Companies that heavily promote their products would do well to heed this piece of information.

A survey, conducted in the US, shows that traditional marketing methods are acceptable practices over non-traditional techniques.

Traditional methods such as paid advertising (74 per cent to 93 per cent), corporate sponsorships (70 per cent to 89 per cent) and paid spokespersons (64% to 87%) are acceptable practices. Newer methods such as paying private citizens to promote products

(45 per cent to 57 per cent), Internet pop-up ads (16 per cent to 30 per cent) and text messaging (17 per cent to 23 per cent) are seen as acceptable marketing practices by fewer respondents.

The survey is called Executive, Congressional and Consumer Attitudes Toward Media, Marketing and the Public Relations Profession was conducted by Harris Interactive and the Public Relations Society of America (PRSA) Foundation. The general public, Fortune 1000 business executives and congressional staffers participated.



In terms of product placements, respondents within each group surveyed expressed a range of opinions largely based on the venue for where the product is being promoted. Fewer general consumers (38 per cent), executives (24 per cent) and congressional staffers (34 per cent ) say that product placement in schools (such as vending machines) is acceptable, while much larger percentages (55 per cent to 73 per cent) say that it is acceptable to market products through paid placement in movies and TV shows.

From 50 to 65 per cent of respondents in each of the three groups surveyed think it's acceptable for companies to secure news coverage for products, services and issues. That said, vast majorities (71 per cent to 89 per cent) in each group believe that the government should require TV news programmes to identify video news stories that are produced by companies or organisations.

PRSA president and CEO, Judith T. Phair, says, "The survey supports the position that PRSA and others took in the past two years that there is no groundswell for government regulation of marketing practices. Majorities of general consumers (64 per cent), executives (87 per cent) and congressional staffers (69 per cent) think the government does about the right amount of regulation or that it should do less to regulate marketing practices."



Harris Interactive's,Katherine Binns, says, "Consumers, executives and Capitol Hill staff pay close attention to how companies market their products and services. And, there seems to be general agreement as to what an acceptable marketing practice is. These findings can serve as a guide post for companies - a list of 'dos and don'ts - for developing promotional strategies so companies don't turn away the key constituencies that they are trying to connect with."

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/bcg.jpg?itok=gPtRAzfE
Entertainment Goes Online - A $5 Billion Opportunity in India

Over-the-top (OTT) content market in India is at an inflection point in India, as per the latest report by The Boston Consulting Group titled ‘Entertainment Goes Online’. 

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/asim.jpg?itok=zMGTO1on
Future East Film enters the digital segment with new company FED (Future East Digital)

Future East announced its digital counterpart FED (Future East Digital) a creative digital studio, producing branded content, shareable stories and viral moving image work for Instagram, YouTube and the Internet at large. Future East Film

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/raj.jpg?itok=Kd26yLR7
Helios Media appoints Raj Shrivastav as chief revenue officer

Helios Media which completes 7 years of operations,has stepped up activities on its food focussed vertical Brand Chef.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/isobaar.jpg?itok=kg-TX_iN
Isobar India launches new tool to predict the viral potential of content, real-time!

Isobar India, the digital agency from Dentsu Aegis Network, has announced the launch of ‘viewCent’

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/epsilon.jpg?itok=JzA-_Hse
New Epsilon study reveals that only 2% of consumers choose marketing updates via. SMS as their top preference

Epsilon, a global leader in creating connections between people and brands, today released the commissioned study ‘Marketing In India Is Personal, Not Just Business’ conducted by Forrester Consulting.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/dhfl.jpg?itok=7mddirnT
DHFL Pramerica Life Insurance announces the opening of Application Process for the 9th Annual ‘Pramerica Spirit of Community Awards’

The search for school students who have made a positive difference to society through volunteer community service is now open.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/myntra.jpg?itok=AMHnS9nX
Myntra’s Email Campaign Performance Increases by 60% withSmartech’s Proprietary AI-Powered Marketing Suite

Myntra, one of the most recognisable brands in the country’s digital fashion space, continues to benefit greatly fromNetcore’sAI-powered growth marketing platform

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/abhishek.jpg?itok=_kUAY2i1
Abhishek Kapadia joins iGKnights Digital Media Works as COO

Ad network and value-added-services firm iGKnights Digital Media Works has brought on board Abhishek Kapadia as the chief operating officer.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/aditya.jpg?itok=jmNg5vs-
Let’s come together and change ‘Jao Khelne’ to #ChaloKhelne

Aditya Birla Health Insurance Co. Limited (ABHICL), the Health Insurance arm of Aditya Birla Capital Limited, a significant non-bank financial services, launches a unique campaign

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories