Lifestyles of the ad averse

Date of publication: June 3, 2007

Catalogue: WM3 2007

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

Grace Ann Bennett

Author

This is a long description of some author details.

Melissa Ross

Author

This is a long description of some author details.

Tom Willerer

Author

This is a long description of some author details.

Beth Uyenco

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Case Studies

Research Papers

  • PDF