Sixty-nine percent of consumers still trust editorial content in newspapers more than most advertising including mobile ads, tv and radio ads, billboards, ads in search engines etc. Editorial content was fourth in the trust table behind recommendations from people I know (90%), brand websites (70%) and consumer opinons posted online (70%). The least trusted form of media/advertising was mobile ads at 24%.
The study was carried out by Neilson Online during their 2009 Global Online Consumer Survey.
Companies looking to build their reputation among their publics should aim to focus on the most trusted forms of media/advertising.
Communication indicators – inputs to impacts
2 months ago
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