Funny and entertaining adverts are most effective reveals survey

Funny and entertaining adverts are most effective, according to 59% of consumers surveyed by Harris Interactive and LinkedIn.

A poll on the social media site revealed that whilst consumer and advertiser opinion is split regarding just how effective different types of adverts are, advertisers and their audiences do tend to agree on what types of ad are most and least persuasive.

The vast majority of advertisers said they are confident about their ads, with typically 8 or 9 out of ten believing in the effectiveness of their work. However, when asked what types of ads they felt they were likely to remember, consider the product or buy the brand, consumers were significantly more reluctant to suggest that they were likely to be swayed by advertising.

Despite this, while the public tends to be cynical about ad effectiveness, advertisers and their audiences do tend to agree on what types of ad are most effective and least effective.

From a range of ten types of ad, those which are funny / entertaining are ranked the most effective by the public and came second by advertisers. Ads that make people stop and think are ranked first by advertisers and fourth by the public.

Ads that give new information are ranked joint second by the public and joint third by advertisers. ‘Old fashioned’ benefit illustration advertising, showing how the product works or how it will benefit the consumer, is less in favour with advertisers ranked fifth but still much appreciated by consumers who rank them joint second.

However, male and female attitudes towards this differ, with women more likely to agree strongly on their effectiveness (15%) than men (9%). For many products and purchases this type of advertising clearly has an important role still to play.

The ads regarded as least effective by consumers and advertisers are ads about serious topics (ranked ninth by the public and tenth by advertisers), though clearly subjects which require a serious tone do have their place, and ads which reinforce already known messages were ranked seventh by the public and ninth by advertisers.

Consumers regard TV as the medium in which they are most likely to see ads that are repeated too many times (63% selecting TV over radio 22%, online 8% and print 7%).

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here