Chapell & Associates

Thursday, November 10, 2005

Survey Shows Traditional Marketing Methods Win Out Over Newer Techniques

PR Newswire - November 10, 2005
A new national survey of the general public, Fortune 1000 business executives and congressional staffers, developed jointly by Harris InteractiveR and the Public Relations Society of America (PRSA) Foundation, gauges these groups' attitudes and opinions toward some current marketing practices....Majorities of respondents within each group think traditional methods such as paid advertising (74% to 93%), corporate sponsorships (70% to 89%) and paid spokespersons (64% to 87%) are acceptable practices. Newer methods such as paying private citizens to promote products (45% to 57%), Internet pop-up ads (16% to 30%) and text messaging (17% to 23%) are seen as acceptable marketing practices by fewer respondents.

The Chapell View
It's been pretty well-established by now that consumers dislike pop-ups, and this survey certainly supports that. What we found to be of particular interest are the results pertaining to "paying private citizens to promote products", which presumably refer to the word of mouth marketing concept utilized by some organizations. We believe there are potential concerns about word of mouth marketing and are encouraged that word of mouth marketers have begun to establish a set of best practices and guidelines.

By and large, the survey shows consumers overwhelmingly accepting "paid advertising" as acceptable, but does this include all types of internet ads? I would have been interested in seeing how contextual, banner and behaviorally targeted ads fit into the picture. By focusing on generally disliked (pop-ups) or really nascent (text message based) forms of advertising, I think we're missing out on part of the picture here.

For example, the study reports that 30 % of business executives see pop-ups as acceptable forms of advertising, while only 16 % of consumers feel the same. I'd look forward to seeing if the gulf in perceptions between business leaders and consumers extends to other forms of online advertising as well.
posted by Isaac on Thursday, November 10, 2005

© 2005 by Alan Chapell & Associates LLC