Media Research Blog

Media Research Blog

Research explores effect of trust and value on advertisement likeability

17 November 2013 · By Bart de Proost

De Persgroep Advertising in the Netherlands commissioned a research study to find out what role an advertisement’s placement plays in its effectiveness with consumers.

In 2012, Cebuco and Intomart Gfk conducted research on trust and value that showed readers have a strong connection to and confidence in the newspaper they read. 

To prove the positive effect this strong connection and trust have on advertisers, De Persgroep Advertising in the Netherlands asked Ruigrok-NetPanel to carry out further research.

This is what they found:

Execution of the research: To register which effect the environment has on an advertisement, researchers presented some participants with advertising in the context of a printed newspaper. Other test subjects were shown advertising in an online environment. A third group was shown an ad on its own. 

The research was carried out quantitatively online for readers and non-readers of newspapers and for visitors and non-visitors of Web sites.

The importance of likeability: Consumers now are being flooded with advertising messages. Advertisements are not always noticed by the target group, which is why the message doesn’t always reach the consumer.

Between consumer reach and the actual effect on brand recognition, brand preference, and purchase intent are a number of barriers that need to be broken. Likeability plays a major role.

What the target group intends with the likeability of an advertisement is the extent to which an advertisement is positively appreciated. When a consumer thinks an advertisement is fun, kind, or sympathetic, he or she touches a susceptible mood and is open for new things.

This mental state benefits the absorption of the communicated message (Franzen & Bouwman, 1990).

High trust and value among readers: Readers attach great value to the newspaper they read. Nearly four-fifths of readers (78%) indicated the newspaper gives them knowledge, and three-quarters (73%) said reading the newspaper represents a moment for themselves.

Readers have great confidence in their newspaper. Of those surveyed, 70% indicated they trust the information they reading in their newspaper. More than half (56%) believe the newspaper offers them high-quality content they don’t find elsewhere.

High trust and value among the visitors of news Web sites: If we look at Web site visitors, we see they attach great value to the news Web site they visit. Most (65%) have great confidence in the information on the site. And most (64%) also believe the news site offers them knowledge.

The visitors are less convinced of the uniqueness of the content on the news sites, with only 35% indicating the Web site offers them high-quality content they don’t find elsewhere, 17% disagrees (completely).

Visitors bond less with a news site than a newspaper. We can see this again in the statement, “My newspaper/this Web site play an important role in my daily life.”

While 40% of newspaper readers agree (completely) with this statement, only 25% of Web site visitors agree. Also, the other statements were evaluated more positively by the newspaper readers than by the Web site visitors. 

Ruigrok-NetPanel – July 2013

Advertisements in the context of a newspaper often bring new ideas and teach us something new: When we have a look at the statements that belong with the dimension relevance, we can see that one-third of readers (33%) indicate the advertisement brings them new ideas. One-quarter (26%) believe the advertisement teaches them something they didn’t know.

Of those who viewed the advertisement without the context of a newspaper, 27% said it brings them new ideas and 19% indicated the advertisement teaches them something new.

print article send to friend


blog comments powered by Disqus
About this blog

The mission of the Media Research Blog is to highlight research done by newsmedia companies as an activity that should guide strategic and tactical decisions. At INMA we believe research is more vital than ever in understanding the complex calculus of audiences, advertising, and media platforms. To put it bluntly, we hope to inspire media researchers worldwide with this blog put together by the INMA Europe Research Committee.



Blog team
Irene Fogarty
Research Executive
The Irish Times
Ireland
send message

Erik Grimm
Research Director
Cebuco
The Netherlands
send message

Ilse Peeters
Research Manager
De Persgroep
Belgium
send message


Insights & Intelligence Unit
Singapore Press Holdings Magazines
Singapore

Blog roll

FIPP
inPublishing
IPA
Mediaonderzoek.nl
OPA
research.
Researchblog
Sands Media Services
Scarborough Research
WARC


Blog archives

January 2016 ( 1 )
December 2015 ( 1 )
September 2015 ( 1 )
July 2015 ( 2 )
June 2015 ( 1 )
March 2015 ( 2 )
February 2015 ( 1 )
December 2014 ( 1 )
October 2014 ( 1 )
August 2014 ( 1 )
July 2014 ( 1 )
June 2014 ( 2 )
April 2014 ( 2 )
February 2014 ( 2 )
January 2014 ( 1 )
December 2013 ( 1 )
November 2013 ( 1 )
September 2013 ( 1 )
July 2013 ( 1 )
June 2013 ( 1 )



Join INMA Today
 
Upcoming Events
Mar
10
INMA Mobile Strategies Conference
Seattle (Redmond), United States
10-11 March 2016
Mar
11
INMA Ideas Day on Advertising
Frankfurt, Germany
11 March 2016
Apr
11
Big Data for Media Week
New York, United States
11-15 April 2016
May
19
Media Disruption and Legacy Media Reinvention Study Tours
London, United Kingdom
19-20 May 2016
May
22
INMA World Congress
London, United Kingdom
22-24 May 2016
Jun
17
INMA Ideas Day on Audience Development
Amsterdam, The Netherlands
17 June 2016
Aug
23
INMA International News Media Conference
São Paulo, Brazil
23-24 August 2016

More Events

Member Profiles

  • Sanjay Gupta
    India


  • Eduardo Diez-Hochleitner
    Spain


  • Malini Konda
    India



  • Irene Fogarty
    Ireland


  • Sanjay Gangwar
    India


  • Douglas Wilson
    United States



©2016 INMA | Home | About | Contact | RSS | Privacy