Questionnaire on the theme of the attitude of viewers to advertising. People's attitude towards advertising

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Russians in their mass have a negative attitude towards advertising, and worst of all - to Internet banner advertising and television commercials. At the same time, two-thirds of fellow citizens believe that advertising still influences their choice of goods or services. Such a conclusion can be drawn from the results of a survey conducted by the Research Center of the Superjob recruiting portal.

The study was conducted on September 3-8 in 245 settlements of Russia. The sample size was 1,600 respondents of economically active age - 18 years and older. The first question that was asked to the respondents concerned their attitude towards advertising. Unlike other surveys, this time we decided to specify the request and find out the attitude of Russians to advertising on specific channels of media communication.

It turned out that Russians have the strongest rejection of banner advertising (banner advertising is unpleasant for 54% of respondents) and TV commercials (negative was recorded in 46%), and the most positive attitude is towards printed press(37%) and outdoor advertising (33%).

Respondents' answers to the question: "How do you generally feel about the following types of advertising?"

Possible answer	positive	Neutral	negative	Difficult to answer
On TV	18%	34%	46%	2%
On the radio	20%	48%	28%	4%
In print media (newspapers, magazines)	37%	48%	11%	4%
Advertising on the street (stands, billboards, banners)	32%	49%	16%	3%
Advertising on transport	33%	51%	13%	3%
Banner advertising on the Internet (clickable pictures)	12%	31%	54%	3%
Contextual advertising on the Internet (text advertising selected based on your previous search queries)	23%	37%	37%	3%

The experts asked the Russians whether advertising brings more benefit or harm. As it turned out, Russians feel more harm from advertising: 41% of respondents expressed this opinion. 27% of our fellow citizens saw the benefit in advertising.

An interesting moment: more positively than other Russians, advertising is perceived by people over 35 years old (30%) and with an income of 45 thousand rubles (28%). The most negative attitude towards advertising is among Russians aged 25-35 (44%) and with an income of up to 45,000 (49%).

Respondents' answers to the question: "In your opinion, does advertising bring more benefit or harm?"

Sergey Koptev, First Vice President of AKAR, Chairman of the Board of Directors of Publicis and VivaKi Russia

Respondents agree with the thesis that advertising directly affects the goods and services they buy. Thus, 65% believe that advertising certainly influences or rather influences their choice, and only 29% of respondents say that advertising practically does not influence their choice. The most affected by advertising were Russians with an income of 35 to 45 thousand rubles (70%).

Respondents' answers to the question: "Do you think advertising influences what goods and services you buy, or does it not influence?"

It is this indicator - the impact of advertising on consumer behavior - that is ultimately the most important, Mikhail Dymshchits is sure, CEO company "Dymshchits and Partners". It is this indicator that indicates the effectiveness advertising campaigns.

Mikhail Dymshchits, CEO consulting company Dymshits & Partners

There are several reasons for the negative attitude of Russians towards advertising as such, says Alexander Oganjanyan, vice president of AKAR and head of the TWIGA communications group. These are the low quality of the product, the formation of attitudes towards advertising by the authorities, and other negative factors that need to be overcome in a consolidated manner.

Alexander Ohanjanyan, Vice-President of ACAR, Co-Chairman of the Commission on External Communications of ACAR, President of the TWIGA CG

Andrey Ushakov, a well-known figure in the creative industry from Leo Burnett Russia, believes that advertising is not liked in Russia because it does not like its consumers.

Andrey Ushakov, Executive Creative Director of Leo Burnett Group Russia, Co-Chairman of the Creative Agencies Committee of RACAR

The most effective method in studying attitudes towards advertising is the survey method, in particular, questioning, because. it relies on the subjective state of the person.

Questionnaire - written form survey, carried out, as a rule, in absentia, i.e. without direct and immediate contact between the interviewer and the respondent.

The main (but not the only) tool of this method is a questionnaire, which consists not only of questionnaire and "passports", but also from the preamble-instructive section. The significance of the latter cannot be underestimated, because in the conditions of correspondence communication with the respondent, the preamble is the only means of motivating the respondent to fill out the questionnaire, forming his attitude to the sincerity of the answers. In addition, the preamble states who conducts the survey and why, provides the necessary comments and instructions for the respondent to work with the questionnaire.

The main part of the questionnaire is a questionnaire.

In this case, a group of 20 people of different ages and different professions was interviewed.

The questionnaire consists of 11 questions of two categories - passport and directly related to the research topic. Questionnaires were distributed to respondents who filled them out in complete isolation from each other.

On the basis of this questionnaire, conclusions were drawn on this problem.

I interviewed 20 people aged 15 to 75 years. Of these, there were 10 men and 10 women.

Let's analyze the answers to each individual question.

Question 1. Age.

Question 2. Gender

Question 3. Occupation

Question 4. Indicate the place of work or study.

Respondents study and work in Velikiki Luki.

Question 5. How many hours a day do you watch TV

The majority of respondents (65%) watch TV less than 3 hours a day. This majority includes mainly workers and students under the age of 30, and mostly men. The unemployed and pensioners watch TV more than 5 hours a day. This is due to the fact that they spend most of the day in an apartment or house. Employees and students spend most of the day at work or at school, which leaves no free time for watching TV.

The majority of respondents (60%) react differently to advertising - they switch to another channel, or simply get distracted by something else. But there are people who enjoy watching ads. These are mostly retirees. Why they? Most likely, this happens because in the Soviet Union there was no such mass character, diversity of advertising. And older people are just interested in watching these "short films"

Most of the respondents are attracted by advertising with its plot and unobtrusiveness. The graphics and music also do not go unnoticed, but they are more liked by the younger generation under 20 years old. Not at all attractive in advertising stereotyped. And this is understandable - it's not interesting to watch 10 videos different goods shot from the same script, with the same template phrases, etc. As other options, humor and the characters themselves were most often indicated. This is easy to explain - it is much more pleasant to listen to a speech in which they not only tell you that you need it, but also do it with jokes. Such advertisements are remembered thanks to humor. As for the heroes, everyone is pleased to think that famous actors, singers, musicians are the same people, that they also gather with their families in the kitchen.

The vast majority of respondents (70%) said that advertising is still needed, but in smaller quantities. And in many respects we can agree with them. There are more and more advertisements on television. “Soon cinema will not be interrupted by advertising, but advertising by cinema,” said one of the respondents. A minority (10%) is categorically against advertising, but it is difficult to agree with this, because advertising is the engine of trade, and in our time there is nowhere without trade. But there are those who are not against advertising. These are mostly people under 25 and mostly students. This is most likely affected by the influence of the university.

Question 9. Do you trust what they say in advertising

75% of respondents (mostly both women and men under the age of 35) do not trust advertising to one degree or another. This is due to stereotypes that advertising is needed only to “suck in” the product to the consumer. Yes, advertising may exaggerate the merits of the product, but not all advertisements are like that. There are truthful ones, but there are not so many of them and they are lost in all the variety of commercials with false content. However, there are people who trust advertising. And their 25% of respondents. These are mostly older people. Most likely, the effect is that they grew up in another country and they believed and trusted advertising there.

Question 10. Have you made purchases under the influence of advertising

Almost half of the respondents (45%) make purchases under the influence of advertising, but rarely. These are mostly men. Why men? Because women get used to what they use, what products they buy and it is more difficult for them to gain confidence. Men are wired differently. They are “not afraid” of the new and therefore advertising has a more convincing effect on them. These are mostly students and workers under 30 years old. 30% find it difficult to answer this question. After all, the choice of some purchases occurs in people at a subconscious level. And it is not always possible to remember that we watched an advertisement for this product. However, 20% claim to have never made a water purchase under the influence of advertising.

40% are neutral about the existence of advertising on TV. There are opponents (25%) and supporters (35%) of advertising. Men, like women, disagreed on advertising. One half is positive about advertising, the other is negative. This is due to the fact that everyone perceives advertising differently.

We are resigned to advertising. Sometimes we laugh, sometimes we don’t notice, but we no longer object to its abundance. And we no longer think about whether it acts on us as an “engine of trade”. What kind of advertising brings the most value - both to us, buyers, and advertisers?

The Internet is the best advertising medium

Poll put forward Internet advertising in first place on two positive parameters. About 40% of those surveyed said that online advertising looks the least annoying and is the most effective. Particularly attractive in online advertising is the ability to find out the details of a product or service with one click. It is impossible not to note one more of its remarkable qualities - the ability to block its display with the help of special programs.

The most annoying and tiring is television advertising , this was emphasized by almost every respondent. True, the high effectiveness of such advertising remains beyond doubt, approximately 37% of respondents consider it the most selling.

As for the visual and semantic aspect of advertising, the opinions of the respondents agreed almost 100%. Funny, unusual videos catch attention, keep it, make you watch them many times. The same applies to ads with very beautiful people - 60% of respondents watch it at least for the sake of aesthetic pleasure.

But the greatest trust and desire to buy goods from the audience is caused by videos with older people, especially if these people are known and respected for their activities.

The survey data for 2012 was used.

Potential consumers are interviewed by personal interviews (face-to-face), telephone surveys, questionnaires, as well as using focus groups that simulate target audience. Each of them has its own advantages and disadvantages. For example, a telephone survey in our country is always associated with two serious problems: an insufficient level of telephony and the poor quality of the telephone connection itself.

Of course, it is preferable to entrust the task of advertising testing to professional advertising psychologists. However, you can also conduct your own testing, which will cost much less (although not be as accurate). So in the simplest surveys, you should rely on yourself. The results of even elementary testing can be completely unexpected. In most cases, they will indicate the need for additional elaboration of the concept or individual details of the advertisement.

Pre-testing increases the likelihood of preparing the most effective texts before the money is spent on advertising.

Pre-testing can be done:

At the beginning of the test creation process;

During the creation process;

At the end of creation.

At the beginning of the creation process, the main idea of ​​​​advertising is tested. The advertiser himself must answer a few elementary questions.

Is the idea really original?

Would I understand this idea, being an ordinary buyer, and not its creator?

It is also useful to test the main idea with the help of a group of people who are not related to this advertisement. Thus, the flaws of the future text can be detected even at the stage of developing the main idea.

In the course of creating the text, outlines of the structure and argumentation are tested. This is also done with the help of an independent group of people.

In order to check the literary processing of the text, you can simply read it aloud: clumsy words, phrases, sentences, paragraphs, clumsy places, rhythmic errors are easily detected.

To avoid the influence of subjective perception, it is possible to evaluate and correct the text for the first time immediately after its creation. The second time - in a day. The third time - after some time (if it exists, of course).

At the end of the text creation, it is tested various options. The best one is chosen. It, before being placed in the form of an ad and paid money, is subjected to a separate close study.

Testing can have multiple purposes. So, in advertising of inexpensive goods, it is important to determine the degree of recognition and memorability of a product or brand, in the case of attracting large Money persuasiveness becomes the object of research.

Testing the recognition (usually emotional) of an advertisement measures how well potential buyers recognize the advertisement, content, product name or trade marks companies.

When persuasiveness is tested, attention is drawn primarily to the understanding of the title, slogan, codes, keywords; on the perception of the uniqueness or differences of the product, on the presence of annoying or embarrassing elements.

A persuasive text should exclude misperceptions and unforeseen associations. If everything is done correctly, then a person should easily get involved, answer positively to himself: “I can relate to this”, “I can imagine myself doing this”, etc.

In terms of content, texts can be tested based on questions or comments that consumers have after studying advertising. The following phrases will say a lot:

“I don’t even know if I need this product?”

"Do you want to know more about him?"

Any text should be evaluated in terms of the veracity of the content, sincerity. First of all, the creator of the advertisement should ask himself:

Will I be able to say everything described in this ad to a person in a personal conversation, looking into his eyes?

Are the statements in this text true?

Can they be proven?

Are there any misleading statements?

Are the benefits or results overstated?

Are there misleading images?

Is there anything missing that could make the announcement untrue?

Are opinions presented as facts?

Do the images match the text?

Are there any discriminatory, degrading words or phrases in the text?

Does this ad violate the rules of good manners? Etc.

When testing, a survey, ranking, recall in a selection, recall in a publication, in a program, in an advertising block are often used.

Survey This is perhaps the easiest method. Different questionnaires can be developed for different testing purposes.

Such a survey should show:

Attitude towards the product and its seller;

The main points or minor ones are underlined in the text, etc.

When choosing options, ranking is often used. Representatives target group the consumer is offered to arrange the texts shown to them in terms of interest, attractiveness, persuasiveness, etc. Thus, the best option is found.

In order to bring testing closer to a real life situation, advertising is placed in a selection of other ads. The target group is then asked to recall the ad itself, its text, illustration, etc.

Remembrance is also used in the publication. For such testing, consumers are given a layout of a newspaper or magazine with an ad placed among other advertisements and journalistic materials.

When testing, it is important to keep in mind that there are three groups of ad readers:

1) those who noticed the announcement (those who can remember that they saw this announcement);

2) classifying (those who can classify a product or service, associate them with the name of the company, trademark);

3) read the text more than half.

After consumers have viewed a selection of materials or a layout of the publication, you should interview them and compare the ratio of those who noticed the tested ad to those who read it by more than half. Ten more than half of the 30 who see the ad (or 1/3) would be a high ratio, and 3 out of 30 or (1/10) would be a low ratio.

By analogy, recall is tested in television and radio programs, in advertising blocks.

With the help of special equipment, it is possible to record the movement of a person's eyes - to note: whether he saw a specific advertisement, how much time he spent studying it, whether he returned to it again. The degree of interest shown in advertising is also determined. When we see something curious, pleasant, our eyes widen and, on the contrary, narrow when we meet something uninteresting, unpleasant.

Even more sophisticated equipment allows you to track the reactions of the brain. If you connect the electrodes to different parts of the skull, then the analysis of the frequency and amplitude of brain activity will indicate the intensity of attracting the attention of advertising in general and its various parts.

The choice of tests must always be justified. For a complete picture, it is worth using several of them, with different criteria, giving, among other things, general information.

After testing, you can refine the ad to the form in which it begins to be perceived as it should. When testing testifies to a positive perception, then you can safely publish advertising - at least because of the quality of the text, extra money will no longer be lost.

Companies that operate on an ongoing basis need to monitor the results of their own promotions, evaluate their effectiveness. This requires a certain amount of time and money. However, testing ads after placement allows you to evaluate its real impact on really real buyers, and not on a similar group of people, as is the case with pre-testing.

"Post-testing" gives the advertiser the opportunity to find recurring factors in order to further establish general trends and principles, as well as "points", influencing which can further enhance the effectiveness of advertising. Analyzing the results of testing after placement, the advertiser comes to an understanding of what he needs to change: the advertisement itself or the medium in which it was placed.

With the help of tests, you can check the level of awareness of consumers, the visibility of the position of the goods. Respondents must name several products in a particular category. At the same time, the number of mentions of the product is counted first in order.

Also, to find out how much the memorability of a brand or company name has increased, you can interview representatives of your target audience.

In search of answers to these questions, the advertiser collects, summarizes and analyzes data on the number of visitors to his store (office, etc.), on the number of customers, on cash flow (daily, weekly, monthly, annual), etc.; compares several of its advertising campaigns with each other, its ads with competitors' ads, product ads a certain kind current year with the same ad from last year, etc.

If there is a lack of information, the advertiser fills it up with the help of a set of surveys and tests. Questions can be very different - both direct and indirect, but such that the answers to them can be used to judge the effectiveness of advertising.

EXAMPLE

QUESTIONS FROM A COMPUTER SALES COMPANY

Have you heard about computers that are delivered to the office or home the next day after ordering?

Where can I order these computers?

Are there any guarantees for the use of such computers?

Which computers are best in terms of price-quality ratio?

Which company sells computers that ship the next day after ordering?

Are there any additional benefits from buying such computers?

Will the inhabitants of our city order such computers? Why? Etc.

In order to obtain information about the direct impact of advertising on people that led to the appeal to the store (office), advertisers usually resort to the analysis of product requests after advertising.

In this case, each seller or distributor of goods is given a copy of the published announcement and a customer register. The copy of the announcement shall indicate the date of its publication and the edition in which it was placed. When several ads are published, each of them is assigned a serial number.

Or: announcement A1 was published on April 14 in the newspaper "Utro", announcement A2 - on April 20 in the newspaper "Utro", B1 - on April 16 in the magazine "Business", B1 - on April 18 in the newspaper "Vecher", B2 - on April 21 in the newspaper "Evening", B3 - April 25 in the newspaper "Evening", etc.

All information on the client who applied to the seller is entered in the customer log book:

- the name and profile of the company (name, occupation, age of the individual) or other information that can give at least a small idea of ​​the buyer;

- the name of the product or service in which the buyer is interested;

– source of information (which announcement in which edition).

The subsequent very simple analysis of the customer log will show which ad, in which publication, what kind of requests and from what type of buyers.

When testing effectiveness different ads they are usually coded in advance. That is, in different versions indicate different phone numbers or addresses. And then, by a different number of responses or purchases in different places, it is quite easy to judge the effectiveness of one or another advertising option.

Ad variations can be printed in different time in one edition, or at the same time in its various editions. One option - in one half of the rooms, the second option - in the other.

You can also simply collect information using coupons. In this case, publications publish ads with coupons that stimulate potential buyers fill them out and send them to the advertiser.

Coupons cut from different publications can also be sorted by different specified addresses, by special illustrations or special ciphers.

Testing in some publications is often used for subsequent placement in others. So, advertising can be tested in local inexpensive newspapers and, having chosen the most effective option, placed in national ones. Or test an ad in one publication and, based on the most effective option, then place an ad in several newspapers.

All of these fairly simple testing approaches can be made available to relatively small advertisers. After all, even the smallest retailer can assign one of their employees to interview customers, sort coupons, or collate information from a customer ledger.

Larger advertisers often resort to testing based on the study of not one indicator, but several. For example, the number of customer requests after advertising, the number of those who remember the brand of the product, and the number of those who remember it positively are immediately analyzed, etc.

There are several approaches to studying the reactions of groups of people. In order to understand the type and magnitude of the impression an ad has, you can simply show the ad to a few of your friends, relatives, acquaintances, or co-workers. In order to get a more accurate result, a special audience is selected, the people of which are interviewed. sampling survey. The sample must fully represent the structure of the population group from which the interviewed people (respondents) are selected for the study.

Different advertisers are interested in different population groups (those who live in a certain area, have a certain income, gender, age, etc.). In each case, the sample is like a reduced model of the entire group of potential buyers. Therefore, the sample data can be extended further to the entire group of interest to the advertiser.

The sample will actually fit its group if it has sufficient coverage. Thus, the sample cannot be less than 300 people. How more people polled, the more reliable the data will be. However, the reliability improves significantly as the sample size increases to approximately 1200 people. A further increase in its volume gives a very slight increase in the reliability of studies.

In addition, the sample must be random. That is, people for the survey are chosen haphazardly, randomly. In this case, any of the respondents can be selected and there will be no bias towards one or another group of people.

If the survey is conducted according to some special parameters and people from the database are specially selected, then in this case we are talking about a quota sample.

The sample can be one-time, when people are selected for only one particular survey, and panel, when people participate in surveys for a long time.

In the panel, the rotation of respondents is possible - natural or forced, when people die, get sick, move from one place of residence to another, or refuse for some reason to take part in further work.

The rotation should not be too fast, otherwise possible jumps in the data may not allow us to trace the existence of any trends or even a new sample is formed. It's also bad when it's too slow. In this case, the probability of the influence of subjective factors on the conclusions about trends increases.

One-time and panel sampling is used depending on the objectives of the research. Thus, a one-time sample is used to obtain ratings, quantitative and qualitative composition of the audience. Panel sampling is used in cases where it is important to evaluate the processes occurring in the perception of advertising by the audience: reach, memorability, attitude change, etc.

It happens that even research organizations that pretend to be independent manipulate the data to their advantage. In this regard, it is always worth making inquiries about the organization that prepared this or that data, and not using the services of dubious or compromised research institutes.

It should be borne in mind that any study, testing has its own degree of error. Different people live in different regions. Some agree to participate in the tests, while others buy. In focus groups, people can say one thing and think another. In a test situation, a person often behaves differently than in real life. Sometimes people unconsciously misrepresent the data: name the wrong ad they are asked about, or indicate the wrong publication in which the ad was published. At the same time, they are sure that they are telling the truth - the information is so entrenched in their minds.

When testing, you can use the control market. For this, two approximately identical markets are taken: on one, advertising is placed, and on the other (control) it is not. After placement, sales results are compared, thus establishing whether they are affected by this advertisement or not.

The use of averages of not one, but several publications will help reduce the risk of distorting test results. And the advertiser should always correlate the resulting conclusions with common sense.

When choosing tests, it should be borne in mind that many researchers do not find an obvious connection, for example, between memorability and persuasiveness, between memorability and sales. Therefore, you cannot rely on a single result - all tests must be comprehensive.

* * *

A competent advertising agent is well aware of the specifics of advertising in various media, its disadvantages and advantages, differences from advertising in other media. mass media. He also understands that he provides advertisement high efficiency, as it is influenced by factors such as content and form, choice of advertising medium, place, time, size, number and intensity of advertising placements.

An experienced agent, after analyzing just a few publications of the client, will be able to tell him how to improve advertising - reduce financial losses and increase returns.