Consumers send out a clear message: In print advertisements they trust | Economic Times

New Delhi: Advertising in newspapers emerged as the most trusted medium for communicating brand messages to consumers, according to a report by research firm Nielsen commissioned by the Advertising Standards Council of India (ASCI) along with the Indian Society of Advertisers (ISA). The Trust in Advertising report said 86% of respondents favoured the print medium, followed by television (83%) and radio (83%). Text and SMS ads were the least trusted at 52%. It added that advertising seen on traditional media continues to enjoy high trust among consumers. “Print has always been a highly trusted medium and continues to hold strong,” said ASCI secretary general Manisha Kapoor. “In an age where audio-visual mediums dominate, advertisements in print still signal a certain solidity and trustworthiness for consumers.”The report surveyed people across age groups in 20 centres in India, including metros and smaller towns, and found that eight out of 10 trusted advertising messages across media, Nielsen and ASCI said. “Print continues to be the most credible in today’s world,” said Sam Balsara, chairman of diversified media buying and advertising group Madison World, adding that checking and verifying facts are drilled into the DNA of the print media.‘Printed Word Most Credible’“Being the most credible source of news, newspapers are still an integral part of the daily lives of consumers. Even those who follow new media, look at newspapers in the morning and so it is important for brands,” said Sandeep Chugh, managing director at apparel company Benetton, which relies heavily on print for advertising.Print media’s integrity is key to the trust that people have in it. “We are all aware that historically the printed word has always been regarded as the most credible source of news. It is no surprise therefore that the advertising that appears in the newspaper is also viewed with the same lens,” said S Sivakumar, chairman, executive committee, Bennett, Coleman & Co. Ltd (BCCL), which publishes ET. “As we see from this research, the least expensive mediums are also the least trusted. When you read news in print, you know it’s the truth. Similarly, people are predisposed to view advertising in newspapers with higher trust levels and regard.”Television was the most common medium for consumption of advertising, followed by digital, print and radio, the report said. Viewership of television ads is driven by non-metro markets, with viewership of ads on digital media being the same in rural markets as in metros.ISA chairman Sunil Kataria said: “It is in the advertisers’ own self-interest to make sure that all communication is honest and truthful, so consumers can trust advertising messages and brands.” 70% Trust Celeb-endorsed AdsAdvertising in newspapers is also the least intrusive, Sivakumar pointed out.“People engage with it as a choice, unlike any other medium,” he said. “Hence, the mindset with which one is viewing a brand’s communication and interacting with the message is one of trust and free will. These again are positive emotions that enhance the effectiveness of the medium.”Among sectors, education and home care products enjoyed relatively higher trust levels, while real estate ads were among the least trusted by consumers. As much as 70% of respondents said they trust advertisements endorsed by celebrities. “ASCI’s job of monitoring advertising is even more crucial, given these findings. We are doing our best to ensure that such false advertising is removed from the market,” Kapoor said.