Yellow Pages Scores High in Trust in Independent Survey
October 29, 2009 | Contributed by: Larry Small
Forrester Research, Inc. recently completed its North American Technographics® Media, Marketing, Consumer Technology, And Healthcare Benchmark Survey, Q3 2009 (US, Canada).
To the question “What is your overall level of trust for each of the following sources of advertising,” Yellow Pages was cited as the top source they “trust a lot” among U.S. respondents compared to other sources of advertising.
In the survey, newspaper ads, in-store display ads, and online consumer opinions all tied for second. At the bottom of the list were ads on blogs, ads on social networking sites, and cell phone text ads.
We feel that it is an interesting finding that Yellow Pages substantially beats out requested e-mail, brand Web sites and search engine advertising.
Of course, Internet Yellow Pages, as well as a number of other online sites, have implemented opinion features to attract consumers.
Trust continues to be a critical consideration in advertising strategy. With many platforms available to today’s businesses, advertisers should think carefully about their target customer. Reach is critical to advertising, but advertisers shouldn’t ignore the importance of trust when determining the right mix for them.
What is your overall level of trust for each of the following sources of revenue?
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Source: Forrester North American Technographics® Media, Marketing, Consumer Technology, And Healthcare Benchmark Survey, Q3 2009 (US, Canada), 4,711 U.S. consumers sampled; response given “Trust a lot”