Advertising: Cynics, Aquiescents, Enthusiasts & Ambivalents

New CIA MediaLab research has uncovered four types of MediaSpecies which react differently to advertising and marketing. The study, based on work with 20 focus groups, shows how these four personality types feel and react toward marketing campaigns across all media (TV, press, posters, direct mail, sampling, sponsorship and advertorial campaigns). MediaLab believes that ad professionals need to evolve to cater for these MediaSpecies. The groups are:

• Cynics – 22% of consumers resent the intrusive nature of advertising and have a hostile reaction to it. They view ads as crude sales tools which operate through processes of repetition and ‘brainwashing’. For Cynics ads become less objectionable when they are more relevant by being placed in specialist magazines. In this way they are seen as being less intrusive.
• Acquiescents – 21% of consumers passively accept most marketing. They can be influenced but are cautious and find particularly creative ads confusing; visual and funny ads are engaging. They find multimedia campaigns reassuring, are unsure about national press ads and dislike direct mail as it makes the feel vulnerable.
• Enthusiasts – 35% of consumers actively appreciate advertising and like to get involved in campaigns. It is seen as entertaining and intriguing. Enthusiasts generally like all types of media but often find newspaper ads boring.
• Ambivalent – 22% of consumers are indifferent to ads. They prefer ads which are easy to understand and appreciate the pertinency of factual and cost-saving ads. Ambivalents generally dislike communication through most media as they feel ads are often of no interest to them.

Head of CIA MediaLab, Anthony Jones, commented: “MediaSpecies research …proves that the channel of communication can be crucial in determining whether a commercial message gets through.”

CIA MediaLab c/o Propeller Communications: 0171 636 6300