ADVERTISERS ARE LIARS, SURVEY SAYS
By Adnews Staff
Although advertisers spent over $200 billion(US) last year promoting their products in North America, Western Europe and Asia, most consumers don't believe a word they say, according to a U.S. survey. It was done by Roper Starch World Wide and its International Research Associates affiliate. The study found 73% of consumers believe advertisers regularly mislead or exaggerate a product's benefits. And consumers believe advertisers are cheats as well. Sixty-two per cent of the respondents believe manufacturers try to exaggerate product size with deceptive packaging. Consumers from the former Soviet Union are the most leery of advertising. Only 9% of Russian and Ukrainian consumers feel advertising gives good, accurate information, while 10% say they felt advertisers respected their intelligence. One reason for the pessimism is that the people have only recently been exposed to commercial advertising. In the past, they have only seen state-sponsored propaganda. Western European consumers are especially critical of ads targeted at children. Eight-five per cent believe advertisers persuade children to buy unnecessary items. Seventy-nine per cent believe advertisers exaggerate health benefits. Asian consumers have the most positive attitude about advertising. About 47% trust it to provide good product information. About half of them feel advertisers try to get children to buy unnecessary things, while 56% believe marketers reduce package content without reducing package size. Although consumers don't believe what they say, 61% enjoy commercials, and find them creative and entertaining.