Which advertising rules are the most important?

  • July 12, 2021

The biggest advertising rules in the world aren’t really any more important than those that apply to any other category of products or services, a study by consulting firm Brandeis University found.

But if you think about it, they may seem like the biggest of all the rules.

For example, while consumers spend $2 billion per year on digital ad campaigns, the average household spends $2,000 a year on advertising.

So if you can sell your product or service by paying $2 for every dollar you spend, why should you be concerned about ad rules?

While the study suggests that ad rules should be treated as the norm rather than the exception, Brandeisen’s findings suggest they can be a problem in their own right.

The study found that the average ad spending per household fell from $1,300 in 2015 to $1.1 in 2020, and that consumers spend less than $1 on their personal ads per year.

So while ad spending has fallen, the number of households that are spending on their ads is on the rise.

The same trend is seen for online advertising, which Brandeisser noted is growing at a faster rate than traditional forms of advertising.

Brandeisi said that consumers have become more “emotional” about their brands and have begun to become less likely to pay for their ads online.

“If you’re going to go on the Internet and you want to get to a point where you can get to that emotional level, then you have to be paying for it,” Brandeiseis University professor of marketing and advertising David Schulman said in a statement.

“And it’s the ad industry’s responsibility to make sure that it doesn’t just ignore consumers and make them pay more.”

For more from Brandeises report, including what the study says about consumer spending on advertising, check out the video below.

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