Personal trust beats brand hype in ads, says study
So what’s the better brand? The one that dazzles you with tonnes of advertising, or the one that your best friend recommends as the one that you buy? There is clearer proof that your trust in your friend is the better way to build the brand.business Updated: Jul 30, 2009 21:51 IST
So what’s the better brand? The one that dazzles you with tonnes of advertising, or the one that your best friend recommends as the one that you buy? There is clearer proof that your trust in your friend is the better way to build the brand.
The latest quarterly global online survey of more than 25,000 Internet consumers from 50 countries, including India, by market research agency AC Nielsen says trust is the oil that truly elevates brands. The respondents were asked to rank the options according to preference.
Around 93 per cent of the votes from Indian respondents went for recommendations by personal acquaintances as the most trusted form of advertising. Editorial content like newspaper articles and brand websites follow with 87 and 78 per cent votes respectively. Newspapers and TV ads follow at 77 and 76 per cent respectively. Consumer opinions on brands posted online came in the sixth position at 74 per cent. Magazine ads trusted by 73 per cent Indian respondents.
Although brand websites score high, other forms of digital advertising are trusted less than ads appearing in traditional media. “I don’t know about trustworthiness, but the environment in which we place the ads matters. We look at target audience cues through heritage, specific audience and the medium profiles. Decisions are based on three things: connect, context and cost,” Punitha Arumugam, group CEO, Madison Media Group, said.
“Instead of looking at just hard numbers, also looking at such softer issues is critical,” said Biswarup Banerjee, director, marketing and communications, Asia Pacific, at The Nielsen Company.