In preparation for the second annual Advertising Week, the Institute of Communication Agencies (ICA) and Ipsos Reid has released some new data from a survey that was conducted with consumers across Canada and shows positive correlation between advertising and consumer attitudes.
What Is The Impact Of Advertising On Consumers
- Three quarters of Canadians (78 per cent) believe the advertising industry has had a positive impact on Canadian attitudes towards the issue of drunk driving
- 69 per cent associate the industry with helping create more positive attitudes about healthy living and “green” (environmentally-friendly) living (71 per cent)
- 56 per cent indicated that distinctly Canadian advertising is important to them; half (54 per cent) believe more advertising should be created in Canada; and two-thirds (65%) express the desire that most of the advertising we experience in Canada is home-grown
- Humour is the primary ingredient in a memorable and persuasive ad with eight in ten Canadians admitting their love for clever advertising (78 per cent)
“Advertising plays an integral role in creating consumer demand and, ultimately, moving the economy forward,” said Gillian Graham, CEO of the ICA. “As Canada rebounds from the recession, advertising’s ability to influence spending behaviour has played a significant role in fostering consumer confidence, making it a critical driver for business success in today’s market.”
While some advertising has certainly had a negative impact on the decision making process, there have been many ads that bring out strong feels and even ones of Canadian pride. We all recall the Molson ad, “I Am Canadian Rant” (video below).
When it comes to eliciting a strong sense of Canadian pride, the Molson Canadian Rant, a popular TV commercial from several years ago, received the top “Canadian pride” score with 71 per cent of Canadians indicating it made them feel more proud about being a Canadian after viewing. Other favourites included ads by Hudson Bay (62 per cent), Tim Hortons (61 per cent) and Canadian Tire (61 per cent).
Ads such as the Molson ad tend to resonate in consumers minds which have helped to create a positive influence and perception and often drive positive economic results. The majority of Canadians (77 per cent) reported that patriotic advertising fosters a sense of national pride. Similarly, 56 per cent indicated that distinctly Canadian advertising is important to them; half (54 per cent) believe more advertising should be created in Canada; and two-thirds (65%) express the desire that most of the advertising we experience in Canada is home-grown.
As more and more consumers use social media tools such as Facebook and Twitter, the possibilities to engage audiences also increase which also helps to drive consumer loyalty higher. When done right, an ad can create brand loyalty for a lifetime.
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