Who Trusts Advertising?

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Jul 24, 2014 by Mark Maier

InsightsinMarketing-Americans-Trust-in-Advertising-May2014
"A recent survey from YouGov, in which half of the American adults who reported seeing any advertising at least once a month said they didn’t trust the advertising. However, in that survey, men who had been exposed to advertising appeared slightly less likely than their female counterparts to trust the messages (47% vs. 53%).

Interestingly, the latest survey indicates that Millennial (age range is unclear) men are most trusting of ads:

As those results show, despite being the most trusting, only a minority of Millennial men trust advertisers and their messages, per the survey.

The Insights in Marketing and YouGov surveys are the latest in a number of pieces of research which indicate the skepticism that Americans have towards the marketing and advertising industry. In a study released late last year, Gallup found that respondents were twice as likely to rate auto mechanics (29%) and bankers (27%) highly for their honesty and ethical standards than they were to give that rating to advertising practitioners (14%). Prior to that, Gallup had found that the advertising and PR industry suffered from lower positive perceptionsthan most others in the US. And in late 2012, respondents to an Adobe survey rated marketing and advertising as one of the least valuable professions to society.

There is a bright spot, though, according to the Insights in Marketing survey: 57% of respondents agreed that they learn a lot about products/services from advertising. So there’s that…"

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