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Advertising's Impact in a Soft Economy

Published by: Ad-ology

Published: May. 12, 2009 - 50 Pages


Table of Contents



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

Abstract

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.

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