In Russia people don’t like a TV advertisment and consider it to be more likely as an irritating factor, than a way of perception of the information on new products and services. Around of 75% of the citizens of Russia suspect, that advertisers try to deceive them. Only 21% of the population trust the advertisment. Though participants of the market critically estimate results of sociological research.
According to the data of the survey of the research holding ROMIR Monitoring, overwhelming majority of russian citizens not only don’t love advertising, but also don’t trust it.
During the survey 75% of questioned people have declared the uncooperative atitude to advertising, and 38 % have made it in the categorical form. Though each fourth inhabitant of Russia (25%) has to some extent supported the advertising.
According to data of the research, inhabitants of large cities trust advertising a little bit more, than living in small cities and across a countryside. During the survey also was found out, that men more often, than women, treat advertising skeptically. It is curious, that, despite of an uncooperative altitude to the advertising and mistrust to it, almost half of participants of the survey have admitted, that repeatedly making purchases of the goods about which they have learned from advertising.
To change the attitude to advertising in Russia and its perception, in opinion of the operating partner of advertising agency “Altman and Solopov” Dmitry Solopov, it is necessary to affect some factors of advertising. He points on two have the direct attitude to advertising.
Advertisment irritates because the majority of people do not presume for itself the advertised products, thinksDmitry Solopov. « But the material prosperity is especially an economic force,” – the advertiser tells. – “the quantity of advertisment on TV is so enormous, because the majority of channels are free-of-charge, and selling the ad time the only factor that pays of expenses for broadcasting».
The attitude to advertisment will change, if it the quantity of it becomes less and a quality of promotional materials will raise. « Advertising should be more creative », – mister Solopov admits.