From YPulse.com…
What College Students Look For In Advertising: Honesty
Ypulse College Mashup research sponsor Survey U just completed a batch of research on college students that they will be presenting this Friday. One of the series of questions they asked students was about what they look for in advertising — they asked them to rank which of the following characteristics were “extremely important” to “not important at all” with a couple of rankings in between. Here’s what they found in the order of what’s most important…
Be truthful
60 percent said extremely important
30 percent said somewhat important
7 percent said important nor unimportant
2 percent said not very important
2 percent said not important at all
Show the functionality
41 percent said extremely important
43 percent said somewhat important
11 percent said important nor unimportant
3 percent said not very important
2 percent said not important at all
Show me the value
38 percent said extremely important
43 percent said somewhat important
13 percent said important nor unimportant
3 percent said not very important
3 percent said not important at all
Be current
30 percent said extremely important
49 percent said somewhat important
14 percent said important nor unimportant
4 percent said not very important
3 percent said not important at all
Be funny
32 percent said extremely important
46 percent said somewhat important
16 percent said important nor unimportant
3 percent said not very important
3 percent said not important at all
Speak to me in my own language
35 percent said extremely important
38 percent said somewhat important
19 percent said important nor unimportant
5 percent said not very important
4 percent said n o t important at all
Be cutting edge
20 percent said extremely important
43 percent said somewhat important
26 percent said important nor unimportant
6 percent said not very important
5 percent said not important at all
Be stylish
15 percent said extremely important
42 percent said somewhat important
27 percent said important nor unimportant
10 percent said not very important
6 percent said not important at all
Exude cool
8 percent said extremely important
26 percent said somewhat important
42 percent said important nor unimportant
15 percent said not very important
8 percent said not important at all
Filed under: advertising, college students
