Nielsen is out with new research suggesting that consumers are more likely to put their faith in advertising that stresses brand values as opposed to products, with humor also being a major factor in their ad preferences.
In a global survey that included North America, 49 percent of respondents said they were most interested in humorous ads … 47 percent said they liked family-oriented ads … and 43 percent said they preferred advertising that stressed family values.
Far less appealing, according to the survey were ads that featured celebrity or athlete endorsements, or any sort of automobile ad.
- KC's View:
I found this last bit to be ironic because there's a Chevrolet Christmas ad currently running that I have to say is one of the best commercials I've seen in a long time - stressing values, family connections, and the broader brand value proposition.
This is a slightly longer, online version of the commercial running on television. I shed a tear. Maybe you will, too.