In a recent study by YouGov (May 2016), titled US Adults’ Attitudes Towards Advertising, it found that, in general, people don’t like advertising. Some of the findings are surprising, but not shocking:
- Women are more likely than men to like adversting “a little” or “a lot”
- Democrats are more likely to like advertising
- Younger people tend to like advertising more than older people
- African Americans and Hispanics are more likely to like advertising than white Americans
An article in MarketingCharts.com reminds us that “liking” doesn’t translate into effectiveness. In fact, studies have shown that funny ads are more likeable, yet there is no correlation with purchase intent. In other words, thanks for entertaining me, but I’m not interested in your product or service no matter how funny it is.
What I would have liked the researchers to test is not if someone likes the ad or not, but do people tend to “like” relevant ads? When you are looking for a new car, you are constantly seeing the car ads. When you have a baby, suddenly all the diaper marketing magically appears. And, it is my hypothesis, that you tend to “like” ads that are relevant to your needs and wishes.
So the next time someone says, “I like that ad,” you may be talking to a demo who likes advertising in general or someone who is entertained by your marketing. But will the likeable marketing move the needle? That is the million-dollar question.