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Article: Sweet or sour? Marketing freedom may bring benefits, but it has pitfalls too. Matthew Valentine looks at how advertisers may be alienating customers. (Cover Story).(Cover Story)(Statistical Data Included)
- Article from:
- In Store Marketing
- Article date:
- August 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The advertising community may justifiably be experiencing a siege mentality at the moment. While there is talk of a shift towards increased below-the-line spend, overall advertising balance books are shaky. And although the global economy can easily be blamed, there is a growing body of evidence to suggest that the advertising community itself may be partly at fault, by simply losing the confidence of consumers.
According to a selection of recent figures, consumers are becoming more ready to complain if shopping reality doesn't meet advertising promise. They are also being offended by advertising more often, and taking the issues they have not to advertisers, but ...