Advertising's Impact in a Soft Economy


May 12, 2009
50 Pages - SKU: ADL2283260
License type:
Table of Contents Search inside this report Related Reports
Countries covered: United States

Does it really pay to advertise during a recession? Historical data ways yes, but times and perceptions change, so what do today’s consumers think? Ad-ology Research surveyed consumers in late April 2009 about their perceptions of advertising in this economy. The report shows just how crucial advertising is right now for success today and in the future.

The report provides data and insights on how consumers are adjusting to the current recession. It includes their perceptions of business, local media, advertising, and their use of the Internet.


I. Executive Summary
II. Survey Findings
III. Methodology+Definitions
TABLE OF FIGURES
1. Consumers' Perception of the Current Economy
2. Recession's Effect on Discretionary Income
3. Percentage of U.S. Adults that Acted on a Job Posting in the Last 30 Days
4. Percentage of U.S. Adults that Have Ever Acted on a Job Posting
5. Effect of Announced Layoffs on the Perception of the Companyʼs Products/Services
6. Percentage of U.S. Adults Who Would Consider Purchasing a Car from an Automaker Considering Bankruptcy
7. Effect Continued Advertising Has on Consumer Perception of an Auto Dealershipʼs Viability
8. Effect Reduced/Lack of Advertising Has on Consumer Perception of an Auto Dealershipʼs Viability
9. Effect Continued Advertising Has on Consumer Perception of a Retail Storeʼs Viability
10. Effect Reduced/Lack of Advertising Has on Consumer Perception of a Retail Storeʼs Viability
11. Effect Continued Advertising Has on Consumer Perception of a Bankʼs Viability
12. Effect Reduced/Lack of Advertising Has on Consumer Perception of a Bankʼs Viability
13. Willingness of U.S. Adults to Pay More for “Green” Products
14. Willingness of U.S. Adults to Pay More for “Green” Products Versus One Year Ago
15. Willingness of U.S. Adults to Pay More for “Healthy” or “Organic” Products
16. Willingness of U.S. Adults to Pay More for “Healthy” or “Organic” Products Versus One Year Ago
17. Changing Personal and Shopping Habits Versus One Year Ago
18. Changing Shopping Habits: Type of Stores Shopped Versus One Year Ago
19. Ways Advertising is Perceived to be Most Helpful
20. Efforts Made by Consumers to Avoid Advertising
21. Statements About Personal Shopping Habits
22. Top Three Factors that Make a Good Advertisement
23. Most Effective Tone for Advertising in the Current Economy
24. Advice to People Who Create Advertising
25. Factors That Would Make a Purchase of $1,000+ More Likely in Todayʼs Economy
26. Most Beneficial Local Media: Used the Most to Check Ads
27. Most Beneficial Local Media: Most Valuable in Planning Shopping
28. Most Beneficial Local Media: What I Spend the Most Time With
29. Most Beneficial Local Media: Best for Bringing Sales to My Attention
30. Most Beneficial Local Media: Best for Finding Coupons
31. Most Beneficial Local Media: Easy to Compare Store Prices
32. Most Beneficial Local Media: Most Believable & Trustworthy Overall
33. Most Beneficial Local Media: The Most Convenient to Use
34. Most Beneficial Local Media: Most Up-to-date
35. Most Beneficial Local Media: The Method I Prefer for Receiving Advertising
36. Most Beneficial Local Media: Most Helpful for Planning $100+ Purchases
37. Least Beneficial Local Media: Makes Me Want Things I Donʼt Need
38. Least Beneficial Local Media: Repeats the Same Boring Message
39. Least Beneficial Local Media: Has Advertising I Try to Avoid
40. Least Beneficial Local Media: Has Too Much Advertising
41. Least Beneficial Local Media: Provides Content That Isnʼt Relevant to Me
42. Perception of the Mediaʼs Reporting of Economic News
43. Perceived Impact on the Economy by Media News Reports
44. Percentage of U.S. Adults Who Consume Less News Than a Year Ago
45. Reasons for Reduced News Consumption
46. Importance of Different Types of Media Content
47. Local Media Most Trusted for Information About: Local News
48. Local Media Most Trusted for Information About: Local Weather
49. Local Media Most Trusted for Information About: High School News and Sports
50. Local Media Most Trusted for Information About: College/Pro Sport
51. Local Media Most Trusted for Information About: School Closings
52. Local Media Most Trusted for Information About: Concerts, Shows, Movies and Community Events
53. Local Media Most Trusted for Information About: Business News/Financial Information
54. Local Media Most Trusted for Information About: Health & Medical Information
55. Local Media Most Trusted for Information About: Employment News/Advice
56. Local Media Most Trusted for Information About: Local Politics and Opinion
57. Percentage of U.S. Adults that Acted on an Ad in the Last 30 Days, by Media
58. Percentage of U.S. Adults that Have Ever Acted on an Ad, by Media
59. Factors that Make a Consumer Want to Click on and Internet Ad
60. Percentage of U.S. Adults that Acted on a Product/Service Mention in the Last 30 Days, by Type of Mention
61. Percentage of U.S. Adults that Have Ever Acted on a Product/Service Mention, by Type of Mention
62. Internet Navigation Methods
63. Type of Web sites Used in the Last 30 Days to Research Products/Services or to Shop

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