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BizReport : Advertising archives : May 20, 2009


Study: Consumers less responsive to advertising

New research from marketing effectiveness tracking company, The Fournaise Marketing Group, shows that consumers were less responsive to ads during the first quarter of 2009 compared with the same period last year.

by Helen Leggatt

In Q1 09, global marketing and advertising efforts generated 21% less response than during Q1 08. Response in markets such as the U.S., Europe and Australia was hardest hit with falls of 28%.

"This decrease in marketing and advertising response is very much in line with what's going on in the world economy right now. Despite the stimulus packages released by the local governments, consumers and businesses in recession-hit countries in Europe, the US and Australia have been tightening their belts and controlling their expenditures, and this makes them much less receptive to the campaigns targeting them," said Jerome Fontaine, CEO & Chief Tracker of Fournaise.

Developing countries such as India and China were less affected with a decrease of 14%, found the research. "There seems to be much less of a change in their response to the messages pushed by the brands," Fontaine added.

Fournaise concludes that the response behavior demonstrated by the research is a reflection of consumer concerns regarding the global economy. For example, big ticket item industries, such as travel/airlines and automobiles, experienced above-21% decreases in response from target audiences while lower value products and services, particularly from retail and FMCG companies, tracked positive growth in response.






Tags: advertising, economy, Fournaise, marketing, marketing effectiveness, response, tracking








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