Advertising observed on standard media continues to get pleasure from higher trust amongst customers. Advertising in newspapers (86 %) emerged as the most trusted, closely followed by that on Television (83 %) and Radio (83 %). Text/SMS advertisements have been the least trusted at 52 %. A study commissioned by the Advertising Standards Council of India (ASCI) and the Indian Society of Advertisers (ISA), and carried out by Nielsen, shows a higher level of trust in marketing.
The Trust in Advertising study was carried out with persons across age groups in 20 centres in India, which includes metros, smaller sized towns and rural places. The study identified that eight out of 10 persons trusted marketing messages across media.
Television (94 %) was the most widespread medium for consumption of marketing, followed by digital (82 %), print (77 %) and radio (29 %). Viewership of Television advertisements is driven by non-metro markets. Interestingly, viewership of advertisements on digital is the identical in rural (82 %) as it is in metros (83 %). According to Prasun Basu, worldwide head, Strategic Alliances and New Verticals, Nielsen, this demonstrates the expanding significance and centrality of this medium in the hinterland.
In terms of shifts, customers place higher trust in ads consumed on Television, print, radio, social media, outside and search engines as compared to what they did in a related survey carried out by Nielsen in 2015, but there is a fall in the percentage of customers trusting text messages more than this period (58 % vs 52 %)
Among sectors, audiences displayed a really higher level of trust for ads of educational institutions at 82%. This is possibly since culturally, Indians have a sturdy belief in education as a indicates to safe their future. Ironically, ASCI finds that a substantial portion of misleading advertisements come from the education sector. “ASCI’s job of monitoring the education sector is even more crucial, given these findings. In India, the poorest of people prioritize education spends over other necessities. Most educational institutions promise job guarantees or make false claims of being the No 1 or guaranteeing 100 percent placement without any objective data or evidence. We are doing our best to make sure that such false advertising is removed from the market,” mentioned Manisha Kapoor, secretary basic, ASCI.
Home care merchandise such as detergents, mosquito repellents and so on. as a sector also enjoys fairly greater trust levels. However, actual estate ads have been amongst the least trusted by customers.
About 70% of the respondents mentioned they trust ads which are endorsed by celebrities.
In terms of taking action when they see a misleading or offensive advertisement, about a third of customers are most likely to talk about this with their family members/buddies, yet another third take some action by posting it on social media, or reporting the identical. However, just about 30% of customers do not take any action.
According to Sunil Kataria, chairman, ISA, brands are constructed on the back of extended term communication with customers and audiences. “It is in the advertisers’ own self-interest to make sure that all communication is honest and truthful, so consumers can trust advertising messages, and thereby, brands. This study helps advertisers, agencies, media owners and planners understand what works well and introspect on what needs improvement,” he added.
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