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Survey: Canadian attitudes toward advertising

The Toronto-based Institute of Communication Agencies has released the result of a survey on consumer attitudes toward advertising. According to the survey, 69% of Canadians say advertising "plays an important role in consumer spending." Seventy-eight percent of respondents said the advertising industry has had a positive impact on Canadian attitudes towards the issue of drunk driving. Sixty-nine percent associated the ad industry with "helping create more positive attitudes about healthy living and green living." In addition, 77% responded that patriotic advertising fosters a sense of national pride, while 56% said that distinctly Canadian advertising is important to them. Eighty percent of respondents called television the most influential source of advertising, followed by in-store displays and newspapers. "Advertising plays an integral role in creating consumer demand and, ultimately, moving the economy forward," said Gillian Graham, CEO of the institute. "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." The survey was conducted by Ipsos Reid.

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