Abstract:

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings a framework is proposed for evaluating advertising which strategists can apply in developing more impactful communication plans. Ad aversion tends to manifest across a continuum. Ad averse consumers are significantly lighter users of TV, radio and magazines. However, their levels of internet usage remain the same as those who have more favorable attitudes towards advertising