A study, done by Mr. Grayson and Mathew Isaac, a professor at Seattle University, and published in April in the Journal of Consumer Research, surveyed 400 participants regarding 20 common tactics used in television and digital ads. Thirteen of the tactics elicited favorable responses, which surprised even marketers. When you reside in academia instead of the real world you live with blinders on.
As marketers spend billions of dollars a year on advertising, effectiveness cannot be measured by impressions alone. Resonance is the holy grail of a successful campaign. In a market saturated with clutter, marketers need to reach audiences with advertising messages using the formats that make the most impact, and Nielsen reveals that trust in online advertising is increasing. While earned advertising in the form of word-of-mouth recommendations from friends and family continued to be the most influential source among 84 percent of global respondents to a Nielsen online survey, owned advertising on branded websites was the second most trusted format in 2013, a rise from fourth-place ranking in 2007.