Instead of making assumptions about their advertising, marketers need to know what consumers expect from ads -- and what they don't like about ads. That was the dual focus of a recent survey of 2000 U.S. internet users, age 16 to 74, by GlobalWebIndex. Not surprisingly, nearly half (49.7 percent) of respondents wanted ads to give them product information, and 39.9 percent wanted ads to provide discounts or special offers. In addition, 38.6 percent said they wanted ads to be entertaining, and one-third (33.3 percent) wanted ads to teach them something new.
On the negative side, over half (51.9 percent) of consumers said they're turned off to a brand for which they see too many ads. Over one-third (36.6 percent) said their view of a brand would be negatively impact if they saw ads that were not relevant to them.
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