Abstract:

The problem with the majority of us involved in marketing is that we think or more accurately want to think that everyone likes advertising. This is probably just human nature as we quite naturally need to believe that the thing we have dedicated our working lives to must be worthwhile. Well be prepared for a shock. There are some people out there who are at best disinterested about most forms of marketing communication and at worse actively avoid it! How do we know this? Unsurprisingly as with many research projects it developed from observations which led to a theory that eventually evolved into our Ad Avoider research. The results allowed us to understand the problem and develop strategies to counteract it. So how did it start?