Consumers Look For Humor And Food In Their Advertising

Consumers are looking for advertising that makes them laugh, particularly food-related ads. This is the finding from B2B research firm Clutch, who surveyed 1,030 U.S. consumers to learn more about their favorite advertising subjects, memorable characteristics and media. Data from PPAI’s own 2017 Consumer Study supplies several insightful complements to Clutch’s findings.

Clutch’s research concluded that 53 percent of consumers find humorous advertising memorable and enjoyable. The firm noted that all six advertisements that received an “A” grade in Northwestern University’s 2018 Kellogg School Super Bowl Advertising Review were humorous. Consumers also rated trustworthy brands (51 percent), a new product of interest (46 percent), relatability (46 percent) and whether the ad is informative (44 percent) as reasons to like it.

PPAI’s study asked consumers what advertising qualities were important to them. It found that for most (65 percent), visually appealing ads are most enjoyable. After visual appeal, respondents preferred ads that clearly deliver a message (60 percent), are personally relatable (47 percent), provoke emotion (41 percent) and incite action (27 percent).

Food, drink and restaurant advertising did well in the Clutch survey, with 80 percent of consumers listing it as their favorite category. While food, drink and restaurants came out on top among both men and women, gender differences surfaced in other advertising categories. Women preferred fashion/health/beauty advertising more than men (69 percent vs 24 percent) and travel/leisure (54 percent vs 43 percent); while male preferences included technology (49 percent vs 27 percent) and sports/entertainment (49 percent vs 26 percent).

As for where consumers prefer to see advertising, Clutch finds that television tops the list at 58 percent, followed by online (13 percent), social media (11 percent) and print (11 percent).

The PPAI Consumer Study asked respondents to rate which advertising vehicles provide an incentive to take action. Promotional products came in first among all generations surveyed—Millennials, Gen Xers, Baby Boomers and the Silent Generation. Broadcast advertising came in second for all generations except the Silent Generation, which preferred print.

For more details from Clutch’s survey, click here. The June 2017 PPB article “Tipping The Scales” explores the 2017 PPAI Consumer Study and its findings.