Mass Media Advertising

 Accenture recently issued a report called “Mass Advertising: Consumer Attitudes and Creative Opportunities.” The study had many interesting findings, including the following:

  • 43% of consumers feel they have been exposed to the same amount of advertising this year compared to prior years, while 15% much more often and 9% said less often
  • TV still leads the pack in places where consumers view ads (97%), but the internet comes in second at 79%, followed by radio (73%), print (68%), and outdoor (62%)
  • Women are more likely than men to be influenced by advertising – they also have a more favorable view of ads
  • Adult consumers aged 18-44 are more likely to notice and be influenced by ads than those over 45
  • Consumers with a higher income are more likely to see ads, but are less influenced by them
  • Consumers with children are more influenced by advertising than those without
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