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BizReport : Advertising archives : March 29, 2010

Over one-third of consumers avoid brands with offensive ads

Some ads can do a brand more harm than good, according to a new Adweek Media/Harris poll.

by Helen Leggatt

harris interactive logo.jpgOver one-third of Americans (35%) say that they have chosen not to purchase a certain brand because they find the ads distasteful and an additional 22% say they have not done this, but have thought of doing so.

Such are the findings of the latest Adweek Media/ Harris Poll of 2,194 U.S. adults surveyed online between February 2 and 4, 2010.

You're probably thinking that it's a question of age, aren't you? Apparently that's not the case. The poll found that younger generations, aged 18-34, are just as easily offended and have similar rates of brand avoidance due to distasteful advertising as older consumers aged 55 and over.

And it's not just the ad creative that can be off-putting. Brands need to consider if the spokesperson they use might turn consumers off - over a quarter of those involved in the poll said they have chosen not to purchase a brand because they didn't like the spokesperson.

According to Harris Interactive, "These reasons have nothing to do with the actual brand, product or service, but are things that advertisers and marketers must consider each and every time they are pulling together storyboards for their next campaign."

Tags: ad creative, brand advertising, online advertising

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