One of the main findings of the survey was that 40% of the population living in cities with more than 100 000 inhabitants generally trust advertising and promotional messages.
6% of respondents said that they do not mind and sometimes even like advertising.
Out of the respondents, who expressed negative attitude towards advertising, 43% said that sales calls and direct mail are the most annoying ways of receiving promotional messages. Internet and TV advertising irritate approximately the same number of Russians – 28% and 29% respectively. Most respondents didn’t mind seeing advertising in print and in the streets – only 2-3% of the respondents reported negative attitudes towards these types of media.
Types of advertising that annoy Russian consumers the most
Calls and direct mail especially irritate women – every second female respondent (48%) admitted that. Attitude towards online advertising also varies between genders: according to the survey ads on the Internet cause negative emotions for 26% of men and 32% of women.
Respondents were also asked: “If you were offered to turn off this particular type of advertising forever, so you would never see it again, would you say Yes or No?”. Most respondents would prefer to never see the ads that are displayed before accessing a website (85%) as well as pop-up windows and overlay ads (84%).
If you were offered to turn off this particular type of advertising forever
so you would never see it again, would you say YES?
It is quite interesting one third of Russians would not agree to exclude TV advertising of any kind (commercials between programs and advertising of goods within programs) from their lives completely.