Outdoor advertising came in second, with 50 percent giving it a positive ranking. Television and cinema advertising followed, with 49 percent and 45 percent, respectively. Opt-in e-mails and radio advertising also got more than 35 percent positive feedback.
However, advertising on several new platforms received less positive feedbacks. Online search ads, product placements and online ads received positive ratings from more than 20 percent of respondents, while direct mail was less than 15 percent. Telemarketing and mobile ads, lagged far behind in terms of positive responses – only less than 10 percent ranked them positively, according to FIPP.
The study also found that consumers resist forms of advertising that are intrusive, especially those intrusive on “private space,” media such as spam, telemarketing and mobile ads, FIPP reported.
By Erina Lin
Print advertising receives more positive responses from British consumers than those in other media platforms, according to a study published by research consultancy Dynamic Logic in June.