Do Your Customers Believe your Adverts?

In my presentations I discuss how advertising has become less effective for retailers due to lack of trust. This week the Canadian Advertising Standards released a report which actually puts some figures to my argument. These results are Canadian and I will leave it to you to decide whether Canadians are different to the rest of us; 39% of those surveys believe Adverts are misleading and exaggerate the virtues of the product 22% feel they are sexist, sensationalize, degrading, vulgar or offensive 12% feel they make people feel dumb 3% feel they are too loud or poorly made That means 69% of people are put off by the adverts 50% believe they are truthful And 49% all said they were accurate It is a bit scary that adverts turn off three quarters of the people they are targeting ….. but this was Canada. Ref; Just half of Canadians find ads truthful Simon Houpt, The Globe and Mail Friday 18th November 2011