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Advertising's Impact in a Soft Economy

Ad-ology
May 12, 2009
50 Pages - SKU: ADL2283260

Abstract 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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Advertising's Impact in a Soft Economy

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