Apparently, American adults have very little trust in the integrity of advertising practitioners, according to survey results released by Gallup. Asked how they would rate the honesty and ethical standards of people in different fields, just 14% of respondents rated advertising practitioners as being in the “very high” or “high” Â brackets; that was the 5th-lowest percentage of the 22 professions listed. Â In fact, respondents were twice as likely to rate auto mechanics (29%) and bankers (27%) highly than they were to give the rating to advertising practitioners.
In a previous survey, Gallup had found that the advertising and PR industry had lower positive perceptions than numerous others, including the legal field and even the airline industry. The silver lining: youth were more likely to have a positive view of the industry than their older counterparts.
Prior to that, a survey from Adobe discovered that 53% of consumers believe that “most marketing is a bunch of B.S.” – and that those same respondents rated marketing and advertising as one of the least valuable professions to society.
Consumer skepticism may explain why 7 in 10 American internet users responding to a recent survey from British marketer David Rawlings don’t believe that retailers’ pre-Christmas discounts are genuine.
About the Data: Results for the Gallup poll are based on telephone interviews conducted Dec. 5-8, 2013, on the Gallup Daily tracking survey, with a random sample of 1,031 adults, aged 18 and older, living in all 50 U.S. states and the District of Columbia.
For results based on the total sample of national adults, the margin of sampling error is Â±4 percentage points at the 95% confidence level.
The retailer discounts survey was conducted via Google Surveys among 1,500 American internet users.