Advertisers are Doing Their Part to Jump Start the Economy as Two in Three (69%) Canadians Believe Advertisers Play an Important Role in
Encouraging Consumer Spending
Toronto, ON - Advertisers are apparently doing their part to jump-start a sluggish economy, as two in three (69%) Canadians agree that `advertising plays an important role in encouraging consumer spending', according to a new Ipsos Reid poll conducted on behalf of the Institute of Communication Agencies.
Furthermore, Canadians appear to want and appreciate home-grown advertisements, with two in three (65%) agreeing that `most of the advertising we see in Canada should be created in Canada'. Demonstrating their patriotism, a majority (54%) thinks `we need more advertising created in Canada', and that it `means a lot to them when they see advertising that is distinctly Canadian' (56%).
A majority (53%) of Canadians agree that certain advertisements can make them `feel more proud about being a Canadian', and it is obvious that certain marketers appeal to this patriotic sense. For example, seven in ten (71%) Canadians say they feel more proud about being a Canadian after viewing a Molson ad, while others get that same fuzzy feeling after viewing a Canadian Tire (61%), Tim Horton's (61%), or Hudson's Bay advertisement (62%).
But Canadians say advertisements can do more than just make them feel patriotic. Eight in ten (78%) believe that ads have had a positive impact on drinking and driving in Canada, while seven in ten say the same about living green (71%) or living a healthier lifestyle (69%). Advertising can also compel, educate or humour the prospective consumer, as eight in ten (78%) agree that they love clever advertising.
In terms of what type of advertising most influences purchasing decisions, a majority (52%) indicated that TV ads make them more likely to buy a product, followed by in-store displays (50%), newspapers (35%), magazines (29%), radio (26%), products they see in TV shows or movies (20%), outdoor advertising (19%), online or website advertising (18%), street marketing (18%), and social media site advertising (8%).
These are the findings of an Ipsos Reid poll conducted on behalf of the ICA from November 26th to December 11th, 2009. This online survey of 1,071 adult residents of Canada was conducted via the Ipsos Opinions Online Panel, one of Ipsos Reid's national online panels. The results are based on a sample where weighting was employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.0 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Public Affairs
(416) 572-4474
[email protected]
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca .
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2008, Ipsos generated global revenues of e979.3 million.
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