Polls of people about advertising preferences. Questioning. The Internet is the best advertising medium

The most effective method in studying attitudes towards advertising is the survey method, in particular, questionnaires, because it relies on the subjective state of a person.

Questioning is a written form of survey, usually carried out in absentia, i.e. without direct and immediate contact between the interviewer and the respondent.

The main (but not the only) tool of this method is a questionnaire, consisting not only of a questionnaire and a “passport”, but also of a preamble and instructional section. The significance of the latter cannot be underestimated, because in the conditions of correspondence communication with the respondent, the preamble is the only means of motivating the respondent to fill out the questionnaire, forming his attitude towards the sincerity of the answers. In addition, the preamble states who is conducting the survey and why, and provides the necessary comments and instructions for the respondent’s work with the questionnaire.

The main part of the questionnaire is the questionnaire.

In this case, a survey was conducted on a group of 20 people of different ages and different professions.

The questionnaire consists of 11 questions of two categories - passport questions and directly related to the topic of research. The questionnaires were distributed to respondents, who filled them out in complete isolation from each other.

Based on this questionnaire, conclusions were drawn on this problem.

I interviewed 20 people aged from 15 to 75 years. Of these, there were 10 men and 10 women.

Let's analyze the answers to each individual question.

Question 1. Age.

Question 2. Gender

Question 3. Occupation

Question 4. Indicate your place of work or study.

The respondents study and work in Velikikh Luki.

Question 5. How many hours a day do you watch TV?

The majority of respondents (65%) watch TV less than 3 hours a day. This majority includes mainly workers and students under the age of 30 and mostly men. Unemployed and pensioners watch TV more than 5 hours a day. This is due to the fact that they spend most of the day in an apartment or house. Workers and students spend most of the day at work or at school, which leaves no free time for watching TV.

The majority of respondents (60%) react differently to advertising - switch to another channel, or are simply distracted by something else. But there are people who enjoy watching advertising. These are, most often, pensioners. Why they? Most likely, this happens because in the Soviet Union there was no such mass scale and diversity of advertising. And people of the older generation are simply interested in watching these “short films”

The majority of respondents are attracted to advertising due to its plot and unobtrusiveness. Graphics and music also do not go unnoticed, but they are more popular with the younger generation under 20 years old. I am not at all attracted to the stereotyped nature of advertising. And this is understandable - it’s not interesting to watch 10 videos of different products, shot according to the same script, with the same template phrases, etc. Other options most often cited were humor and the characters themselves. This is easy to explain - it is much more pleasant to listen to a speech in which they not only tell you that you need this, but also do it with jokes. Such advertisements are remembered because of their humor. As for the heroes, everyone likes to think that famous actors, singers, musicians are the same people, that they also gather with their family in the kitchen.

The overwhelming majority of respondents (70%) said that advertising is still needed, but in smaller quantities. And in many respects we can agree with them. There are more and more advertisements on television. “Soon cinema will not be interrupted by advertising, but advertising will be cinema,” said one of the respondents. A minority (10%) is categorically against advertising, but it is difficult to agree with this, because advertising is the engine of trade, and in our time there is nowhere without trade. But there are also those who are not against advertising. These are mostly people under 25 years old and mostly students. This is most likely due to the influence of the university.

Question 9. Do you trust what they say in advertising?

75% of respondents (mostly both women and men under the age of 35) do not trust advertising to one degree or another. This is due to stereotypes that advertising is needed only to “sell” a product to consumers. Yes, advertising may exaggerate the merits of a product, but not all advertising is like that. There are truthful ones, but there are not so many of them and they are lost in all the variety of advertising videos with untruthful content. However, there are people who trust advertising. And they are 25% of respondents. These are mainly older people. Most likely, it is due to the fact that they grew up in another country and there they believed and trusted advertising.

Question 10. Have you made purchases under the influence of advertising?

Almost half of respondents (45%) make purchases under the influence of advertising, but rarely. These are mostly men. Why men? Because women get used to what they use, what products they buy, and it is more difficult for them to gain trust. Men are built differently. They are “not afraid” of new things and therefore advertising is more convincing to them. These are mainly students and workers under 30 years of age. 30% find it difficult to answer this question. After all, people make some purchases on a subconscious level. And it’s not always possible to remember that we watched an advertisement for this product. However, 20% claim that they have never made a water purchase due to advertising.

40% are neutral about the existence of advertising on TV. There are opponents (25%) and supporters (35%) of advertising. Men, like women, differed in their opinions on the ad. One half is positive about advertising, the other is negative. This is due to the fact that everyone perceives advertising differently.

Potential consumers are interviewed using personal interviews (face-to-face), telephone surveys, questionnaires, and also through focus groups simulating the target audience. Each of them has its own advantages and benefits. For example, a telephone survey in our country is always associated with two serious problems: an insufficient level of telephone coverage and the low quality of telephone communication itself.

Of course, it is preferable to entrust the task of testing advertising to professional advertising psychologists. However, you can conduct your own testing, which will be much cheaper (although it will not be as accurate). So in the simplest surveys you should rely on yourself. The results of even basic testing can be completely unexpected. In most cases, they will indicate the need for additional elaboration of the concept or individual details of the advertisement.

Pre-testing increases the likelihood of preparing the most effective texts before money is spent on advertising.

Preliminary testing can be carried out:

At the beginning of the test creation process;

As the creation process progresses;

At the end of creation.

At the beginning of the creation process, the main idea of the advertisement is tested. The advertising creator himself must answer a few basic questions.

Is the idea really original?

Would I have understood this idea if I were an ordinary buyer and not its creator?

It is also useful to test the main idea with a group of people who are not related to the advertisement. Thus, flaws in the future text can be detected even at the stage of developing the main idea.

As the text is created, outlines of the structure and argumentation are tested. This is also done with the help of an independent group of people.

In order to check the literary processing of a text, you can simply read it out loud: clumsy words, phrases, sentences, paragraphs, clumsy places, rhythmic errors will easily be detected.

To avoid the influence of subjective perception, you can evaluate and correct the text for the first time immediately after its creation. The second time - a day later. The third time - after some more time (if there is any, of course).

At the end of the text creation, its various variants are tested. The best one is chosen. Before placing it in the form of an advertisement and paying money, it is subjected to a separate, close study.

Testing can have several purposes. Thus, in advertising of inexpensive goods, it is important to determine the degree of recognition and memorability of a product or brand, but in the case of attracting large amounts of money, persuasiveness becomes the object of study.

Recognition testing (usually emotional) advertising evaluates how well potential buyers recognize the advertisement, content, product names, or company brands.

When testing persuasiveness, attention is paid primarily to understanding the title, slogan, code, and keywords; on the perception of uniqueness or differences of the product, on the presence of irritating or confusing elements.

A convincing text must exclude misperceptions and unintended associations. If everything is done correctly, then the person should be easily involved, responding positively to himself: “I can relate to this,” “I can imagine myself doing this activity,” etc.

In terms of content, texts can be tested based on questions or comments that arise from consumers after studying the advertisement. The following phrases will say a lot:

“I don’t even know if I need this product?”

“Would you like to know more about him?”

Any text must be assessed from the point of view of the truthfulness of the content and sincerity. First of all, the ad creator should ask himself:

Will I be able to say everything described in this ad to a person in a personal conversation, looking him in the eye?

Are the statements contained in this text true?

Can they be proven?

Are there any misleading statements?

Are the benefits or results overstated?

Are there any misleading images?

Is there anything missing that might make the ad untrue?

Are someone's opinions being presented as facts?

Do the images match the text?

Are there any discriminatory or degrading words or phrases in the text?

Does this ad violate the rules of good manners? Etc.

When testing, a survey, ranking, recall in a selection, recall in a publication, in a program, in an advertising block are often used.

Survey- This is perhaps the simplest method. Different questionnaires can be developed for different testing purposes.

Such a survey should show:

Attitude towards the product and its seller;

Are the main points or secondary points emphasized in the text, etc.

Ranking is often used when selecting options. Representatives of the consumer target group are asked to rank the texts shown to them in terms of interest, attractiveness, persuasiveness, etc. In this way, the best option is found.

In order to bring testing closer to a real-life situation, advertising is placed in a selection of other advertisements. Then representatives of the target group are asked to remember the ad itself, its text, illustration, etc.

Recall is also used in the publication. For such testing, consumers are given a mock-up of a newspaper or magazine with an ad placed among other advertisements and journalistic materials.

When testing, it is important to keep in mind that there are three groups of ad readers:

1) those who noticed the ad (those who can remember that they saw this ad);

2) classifying (those who can classify a product or service and associate it with the name of a company or brand);

3) those who read more than half of the text.

After consumers view the selection of materials or the layout of the publication, you should survey them and compare the ratio of those who noticed the test ad to those who read more than half of it. Ten who read the ad, more than half of the 30 who noticed it (or 1/3) would have a high ratio, and 3 out of 30 or (1/10) would have a low ratio.

By analogy, recall is tested in television and radio programs, in advertising blocks.

With the help of special equipment, you can record a person’s eye movements - note whether he saw a specific advertisement, how much time he spent studying it, and whether he returned to it again. The degree of interest shown in the advertisement is also determined. When we see something curious and pleasant, our eyes widen and, conversely, narrow when we encounter something uninteresting and unpleasant.

Even more sophisticated equipment makes it possible to monitor brain reactions. If you connect electrodes to different parts of the skull, then an analysis of the frequency and amplitude of brain activity will indicate the intensity of attention-grabbing advertising as a whole and its various parts.

The choice of tests should always be justified. For a complete picture, it is worth using several of them, with different criteria that provide, among other things, general information.

After testing, you can refine the ad to a form in which it begins to be perceived as it should. When testing confirms a positive perception, then you can safely publish an advertisement - at least due to the quality of the text, no extra money will be lost.

Companies that operate on an ongoing basis need to track the results of their own promotions and evaluate their effectiveness. This requires a certain investment of time and money. However, testing an ad after placement allows you to measure its real impact on actual buyers, and not on a similar group of people, as is the case with pre-testing.

“Post-testing” gives the advertiser the opportunity to find repeating factors in order to further establish general trends and principles, as well as “points” that can be acted upon to further enhance the effectiveness of the advertisement. By analyzing the results of testing after placement, the advertiser comes to an understanding of what he needs to change: the advertisement itself or the medium in which it was placed.

Using tests, you can check the level of consumer awareness and the visibility of the product. The people being surveyed must name several products of a certain category. In this case, the number of mentions of the product first in order is counted.

Also, to find out how much the memorability of a product brand or company name has increased, you can survey representatives of your target audience.

In search of answers to these questions, the advertiser collects, summarizes and analyzes data on the number of visitors to his store (office, etc.), the number of customers, cash turnover (daily, weekly, monthly, annual), etc.; compares several of its advertising campaigns with each other, its advertisements with competitors’ advertisements, advertising of a certain type of product from the current year with the same advertisement from last year, etc.

If there is a lack of information, the advertiser makes up for it using a set of surveys and tests. Questions can be very different - both direct and indirect, but such that the answers to them can be used to judge the effectiveness of advertising.

EXAMPLE
QUESTIONS FOR A COMPANY SELLING COMPUTERS
Have you heard anything about computers that are delivered to your office or home the next day after ordering?
Where can I order such computers?
Are there any guarantees for the use of such computers?
Which computers are best in terms of price-quality ratio?
What company sells computers that are delivered the next day after ordering?
Are there any additional benefits from purchasing such computers?
Will residents of our city order such computers? Why? Etc.

In order to obtain information about the direct impact of advertising on people, which led to a visit to the store (office), advertisers usually resort to analyzing requests for a product after advertising.

In this case, each seller or distributor of the product is given a copy of the published advertisement and a customer log. The copy of the advertisement indicates the date of its publication and the publication in which it was published. When publishing several advertisements, each of them is assigned its own serial number.

Or: ad A1 was published on April 14 in the Morning newspaper, ad A2 on April 20 in the Morning newspaper, B1 on April 16 in the Business magazine, B1 on April 18 in the Evening newspaper, B2 on April 21 in the newspaper “Evening”, B3 - April 25 in the newspaper “Evening”, etc.

All information regarding the client who contacted the seller is entered into the customer log:

– name and profile of the company (name, type of activity, age of the individual) or other information from which you can get at least a small idea about the buyer;

– the name of the product or service in which the buyer is interested;

– source of information (which advertisement is in which publication).

The subsequent very simple analysis of the customer log will show which ad, in which publication, what kind of requests and from what type of buyers came.

When testing the effectiveness of different ads, they are usually coded in advance. That is, in different versions they indicate different telephone numbers or addresses. And then, based on the different numbers of responses or purchases in different places, you can quite simply judge the effectiveness of a particular advertising option.

Variants of an ad can be printed at different times in one publication, or simultaneously in its different circulations. One option is in one half of the rooms, the second option is in the other.

You can also simply collect information using coupons. In this case, advertisements with coupons are published in publications, encouraging potential buyers to fill them out and send them to the advertiser.

You can also sort coupons cut from different publications by different specified addresses, by special illustrations or special codes.

Testing in some publications is often used for subsequent placement in others. Thus, advertising can be tested in local inexpensive newspapers and, having chosen the most effective option, placed in national ones. Or test an ad in one publication and, using the most effective option as a basis, then place an ad in several newspapers.

All of these fairly simple testing approaches can be available to relatively small advertisers. After all, even the smallest retailer can assign one of its employees to interview customers, sort coupons, or consolidate customer log information.

Larger advertisers often resort to testing based on studying not just one indicator, but several. For example, the number of customer requests after advertising, the number of those who remembered the brand of the product, the number of those who remembered it positively, etc. are immediately analyzed.

Several approaches are used to study the reactions of groups of people. In order to understand the type and magnitude of the impact made by an ad, you can simply show the ad to several of your friends, relatives, acquaintances or colleagues. To get a more accurate result, a special audience is selected, the people surveyed are sample survey. The sample must fully represent the structure of the population group from which the people being interviewed (respondents) are selected for the study.

Different advertisers are interested in different groups of the population (living in a certain area, having a certain income, gender, age, etc.). In each case, the sample represents a scaled-down model of the entire group of potential buyers. Therefore, the sample data can be further extended to the entire group of interest to the advertiser.

A sample will actually match its group if it has sufficient coverage. Thus, the sample cannot be less than 300 people. The more people surveyed, the more reliable the data will be. However, reliability increases significantly when the sample size is increased to approximately 1200 people. A further increase in its volume provides a very slight increase in the reliability of research.

In addition, the sample must be random. That is, people are chosen haphazardly and randomly for the survey. In this case, any of the respondents can be selected and there will be no bias towards one or another group of people.

If a survey is conducted according to some special parameters and people are specially selected from the database, then in this case we are talking about a quota sample.

Sampling can be one-shot, where people are selected for just one specific survey, or panel sampling, where people participate in surveys over a long period of time.

Rotation of respondents is possible in the panel - natural or forced, when people die, get sick, move from one place of residence to another, or refuse for some reason to take part in further work.

The rotation should not be too fast, otherwise possible data jumps may not allow us to trace the existence of any trends or even create a new sample. It's also bad when it's too slow. In this case, the likelihood of subjective factors influencing conclusions about trends increases.

Single and panel sampling are used depending on the research objectives. Thus, a one-time sample is used to obtain ratings, quantitative and qualitative compositions of the audience. Panel sampling is used in cases where it is important to assess the processes occurring in the audience’s perception of advertising: reach, memorability, change in attitude, etc.

It happens that even research organizations that present themselves as independent manipulate data to their own advantage. In this regard, it is always worth making inquiries about the organization that prepared certain data, and not using the services of dubious or compromised research institutes.

It should be borne in mind that any research or testing has its own degree of error. Different people live in different regions. Some people agree to participate in the tests, while others buy them. In focus groups, people may say one thing and think another. In a test situation, a person often acts differently than in real life. Sometimes people unknowingly distort data: they name the wrong ad that they are asked about, or indicate the wrong publication in which the ad was published. At the same time, they are sure that they are telling the truth - the information is so fixed in their minds.

When testing, you can use a control market. To do this, we take two approximately identical markets: one advertises, but the other (control) does not. After placement, the sales results are compared, thus establishing whether the advertisement influences them or not.

Using average figures from not one, but several publications will help reduce the risk of distortion of test results. And the advertiser should always compare the resulting conclusions with common sense.

When choosing tests, it should be borne in mind that many researchers do not find an obvious connection, for example, between measures of memorability and persuasiveness, between memorability and sales. Therefore, you cannot rely on one single result - all tests must be comprehensive.

* * *

A competent advertising agent has a good understanding of the specifics of advertising in various media, its disadvantages and advantages, and its differences from advertising in other media. He also understands what makes an advertisement highly effective, how it is influenced by factors such as content and form, choice of advertising medium, place, time, size, number and intensity of advertising placements.

An experienced agent, after analyzing just a few of the client’s publications, will be able to tell him how to improve advertising - reduce financial losses and increase returns.

We have come to terms with advertising. Sometimes we laugh, sometimes we don’t notice, but we no longer object to its abundance. And we no longer wonder whether it acts on us as an “engine of trade.” What kind of advertising brings the most benefit - both to us, consumers and advertisers?

The Internet is the best advertising medium

Poll put forward Internet advertising in first place in two positive parameters. About 40% of respondents said that online advertising is the least annoying and most effective. Particularly attractive in online advertising is the ability to find out the details of a product and service with one click. It is impossible not to note one more remarkable quality of it - the ability to block its display using special programs.

The most annoying and tiring thing is TV advertising , this was emphasized by almost every interviewee. True, the high effectiveness of such advertising remains beyond doubt; approximately 37% of respondents consider it the most selling.

As for the visual and semantic aspect of advertising, the opinions of respondents were almost 100% consistent. Funny, unusual videos grab attention, hold it, and force you to watch them many times. The same applies to advertising featuring very beautiful people - 60% of respondents watch it at least for aesthetic pleasure.

But the greatest trust and desire to buy a product among viewers is caused by videos with elderly people, especially if these people are famous and command respect for their activities.

Survey data from 2012 was used.

Illustration Depositphotos

Russians for the most part have a negative attitude towards advertising, and worst of all - towards Internet banner advertising and television commercials. At the same time, two-thirds of fellow citizens believe that advertising still influences their choice of goods or services. This conclusion can be drawn from the results of a survey conducted by the Research Center of the recruiting portal Superjob..

The study was conducted on September 3-8 in 245 localities in Russia. The sample size was 1600 respondents of economically active age - 18 years and older. The first question that was asked to the respondents concerned their attitude towards advertising. Unlike other surveys, this time we decided to specify the request and find out the attitude of Russians towards advertising on specific media communication channels.

It turned out that the strongest dislike among Russians is towards banner advertising (banner advertising is unpleasant for 54% of respondents) and TV commercials (negativity was recorded among 46%), and the most positive attitude is towards the printed press (37%) and outdoor advertising (33%). ).

Respondents’ answers to the question: “In general, how do you feel about the following types of advertising?”

Possible answer	Positive	Neutral	Negative	I find it difficult to answer
On TV	18%	34%	46%	2%
On the radio	20%	48%	28%	4%
In the printed press (newspapers, magazines)	37%	48%	11%	4%
Outdoor advertising (stands, billboards, banners)	32%	49%	16%	3%
Advertising on transport	33%	51%	13%	3%
Banner advertising on the Internet (clickable images)	12%	31%	54%	3%
Contextual advertising on the Internet (text advertising selected based on your previous search queries)	23%	37%	37%	3%

Experts asked Russians whether advertising brings more benefit or harm. As it turned out, Russians feel more harm from advertising: this opinion was expressed by 41% of respondents. 27% of our fellow citizens saw benefits from advertising.

An interesting point: people over 35 years of age (30%) and with an income of 45 thousand rubles (28%) perceive advertising more positively than other Russians. The most negative attitude towards advertising is among Russians aged 25-35 years (44%) and income up to 45 thousand (49%).

Respondents’ answers to the question: “In your opinion, does advertising bring more benefit or harm?”

Sergey Koptev, First Vice President of AKAR, Chairman of the Board of Directors of Publicis and VivaKi Russia

Respondents agree with the thesis that advertising directly influences the goods and services they buy. Thus, 65% believe that advertising definitely influences or rather influences their choice, and only 29% of respondents claim that advertising has virtually no influence on their choice. The most susceptible to the influence of advertising were Russians with an income of 35 to 45 thousand rubles (70%).

Respondents’ answers to the question: “Do you think advertising influences what goods and services you buy or does not?”

It is this indicator - the influence of advertising on consumer behavior - that is ultimately the most important, believes Mikhail Dymshchits, general director of the company Dymshchits and Partners. This indicator indicates the effectiveness of advertising campaigns.

Mikhail Dymshits, General Director of the consulting company "Dymshits and Partners"

There are several reasons for Russians’ negative attitude towards advertising as such, says Alexander Oganjanyan, vice-president of AKAR and head of the TWIGA communications group. This includes the low quality of the product, the formation of attitudes towards advertising on the part of the authorities, and other negative factors that need to be worked on in a consolidated manner to overcome.

Alexander Oganjanyan, Vice-President of AKAR, Co-Chairman of the Commission on External Communications of AKAR, President of the TWIGA CG

A well-known figure in the creative industry, Andrei Ushakov from Leo Burnett Russia, believes that advertising is not liked in Russia because Russia itself does not like its consumers.

Andrey Ushakov, executive creative director of Leo Burnett Group Russia, co-chairman of the AKAR creative agency committee

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Polls of people about advertising preferences. Questioning. The Internet is the best advertising medium

The Internet is the best advertising medium

Send your good work in the knowledge base is simple. Use the form below

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