The Bankwatch

Tracking the consumer evolution of financial services

US adult opinions about advertising methods

This from eMarketer is great.

Quick takeaways, and I use the net promoter basis [positive minus negative].  Word of mouth is the clear winner, but there remains some life in traditional methods.

The really bad category is to be avoided.

  1. word of mouth is most persuasive by far [57]
  2. newspaper ads beat TV [28]
  3. TV ads feature surprisingly strongly [25]
  4. collaborative filtering is lower than I’d expect (Amazon) [13]
  5. really bad advertising
    1. banner ads [-10]
    2. email spam [-38]
    3. telemarketing [-55]
    4. pop up ads [-60]


Source:  eMarketer

Written by Colin Henderson

June 28, 2007 at 22:21

Posted in Marketing

2 Responses

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  1. If any of your readers are interested in more information on Net Promoter, as you reference above, they can visit the official Net Promoter website located at The site has resources including a discussion forum, blogs, and a job board.

    Amy Madsen

    June 29, 2007 at 11:18

  2. Thanks Amy for your efforts, but not everyone is ‘there’ yet. Ron at makes some excellent points.


    June 30, 2007 at 00:34

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