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BizReport : Advertising archives : October 19, 2009

Do ads focusing on the recession turn consumers off?

Does making reference to the recession in an advertisement make consumers feel drawn towards it or turned off? A new survey from Adweek Media and Harris Interactive finds that, on the whole, consumers don't really care.

by Helen Leggatt

During a recession, many marketers focus on value and implement money-saving promotions. Many center campaigns on the predicaments facing consumers during tough financial times. But is this a good strategy?

When Adweek/Harris asked consumers how they perceived ads that mentioned financial hardship and the recession, most (39%) had no opinion.

However, consumers who did have an opinion were split as to whether it made the ad appear more realistic (23%) or manipulative (27%).

A small number said that they found ads that referred to the recession too depressing, to the extent that they were less likely to purchase the brand.

At the end of the day, some products and brands will suit a more value-oriented message, while some demand more of a "forget your troubles" approach. Know your audience, know their needs and you'll be better prepared to get the message right.

Tags: advertising, advertising campaign, audience, recession

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