People Don't Hate Advertising; They Hate Bad, Intrusive And Annoying Advertising
from the look-a-little-deeper dept
All advertising is not the same. Forrester Research has a report out that's getting some press coverage claiming that consumers hate advertising. The evidence? More than half of US household use some kind of ad-blocking technology, such as a spam filter or a pop-up blocker. However, that hardly means that people hate advertising. It just means they hate totally annoying, intrusive and unwanted advertising. Not all advertising needs to be that way, and given the number of people who pass around the latest viral video ad or watch the Super Bowl just for the ads, it's pretty clear that people like certain types of advertising very much. It just requires the marketers and the advertisers to stop thinking of advertising as a second class (or third class) type of content that needs to be forced on people. Instead, it's about recognizing that ads are content, and if it's good content, people will be willing to watch it (or even seek it out). However, it really does need to be good, relevant and non-intrusive. Then, there's no problem at all. There's never going to be a technology designed to block out the ads people want to see. So, no, despite Forrester's claim, people don't hate advertising. They hate bad advertising -- and they always have. It's just that technology is finally letting people be more proactive in avoiding that kind of advertising, which is a good thing.
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What are the Alternatives?
Which would they hate most: PAYING for the content or service themselves, or have someone else pay for it, and show them alternative to consider if they are planning on making any generally related purchase in the near future. Or even planting new possibilities into their consciousness.
Obviously, EVERY Ad can't possibly be as expensive and artistic as Super Bowl Ads.
Some abuse the privilege by installing malware or spyware, or excessive pop-ups and unfortunately, ruin it for the Good Advertisers
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Re: What are the Alternatives?
Some people have no problems paying for content themselves, can you say "TiVo"? TiVo charges consumers plenty of cash each month for the ability to FF through advertising, and plenty of people are willing to pony-up the $$$ to do that.
Also, plenty of people would much rather purchase a season "X" of "some television series" on DVD, instead of getting basically the same content for free by use of a VCR set to record each episode, plus commercials.
Sure, when people have the choice to pay for content WITHOUT all the extra advertising -- or as the above article mentions, "intrusive advertising" -- people will purchase it.
Newspapers work plenty-well in this format -- you get plenty of content and mostly since the advertising gives the reader a choice whether to read it or not, the reader generally has no problems putting up the cash for the content.
This could go the other way though, how many times have your purchased a thick magazine that has 70% advertisements and hardly any content inside, and because of this, you feel as though you've been "ripped-off"...
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Re: Re: What are the Alternatives?
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Re: What are the Alternatives?
Yeah, right, o' clueless shill for the advertising industry. Next you're gonna tell us that YOU do NOT use ad filters, pop-up blockers, or any other type of technology to minimize INTRUSIVE advertising on your own computer(s), right?
Trust me on this - repeated attempts to FORCE me to view content I am uninterested in will guarantee that I. Will. Never. Purchase. Products. Or. Services. From. That. Party. EVER!
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Re: Re: What are the Alternatives?
search engines web isn't a shill, he's a spammer... SEO (search engine optimization) types flood comment pages of all kinds with their URLs in order to boost search engine rankings for those pages. they are why you have to type in those verification codes on many comment pages.
shills get paid by industries or companies to pose as fanboys for their products or services.
shilling takes a modicum of talent and skill, spamming doesn't require anything other than questionable morals.
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Re: What are the Alternatives?
If the ad buyer is so clueless as to make advertisements that offend, annoy otherwise turn off the viewer, and the viewer blocks ads, that's the buyer's fault.
As far as I'm concerned it's the advertisers responsibility not to tick me off. If because of that I end up having to pay for something that was otherwise "free", then I'll deal with it. Regardless, advertising that bugs me is not only not effective, but I will avoid those companies who commit such as offense.
It's not a matter of expense, and I know there's very little real creativity or artistry in Hollywood and Madison Avenue... but it doesn't take an artistic genius or a a million dollars to make an ad that isn't excessively noisy or flashing or stupid or otherwise likely to drive your audience to annoyance, anger or worse.
If the advertiser and content provider can't come up with a workable business plan, that's not _my_ problem.
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Re: What are the Alternatives?
On the other hand, targeting a small amount of cash into a properly targeted campaign narrowcasted to potential users (as opposed to broad-casted to everyone). Just imagine if Trojan had a tattoo (even temporary) on or near Britney's vagina a few weeks ago. Kick her a few bucks to do something she's clearly willing to do for free and you've got yourself a properly targeted and very effective ad which will self-propagate (irony intended.)
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Re: What are the Alternatives?
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Re: What are the Alternatives?
I will never do business with an intrusive moving sign on the internet.
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Re: What are the Alternatives?
I have a plan: To all you bullshitters and con artists pretending you are "marketers". I would love to see you in a dental chair with a vice holding your head and your eyelids forced open as in CLOCKWORK ORANGE: WHAT WILL YOU BE FORCED TO WATCH? LOUD AND LARGE --- TELEVISION COMMERCIALS, but each one will repeat over and over again for 24 hours at a time. SPEAKERS with over 1,000 watts of power will be aimed at your EARS from a few feet away. WE KNOW TRHERE IS NO SUCH THING AS LOUD COMMERCIALS LOL .. and you WILL BE FORCED TO ENDURE this CRAP: " HEADON---FOR YOUR HEADACHE----over and over and over until your ears start to bleed. And when the blood pools up on the floor, up goes the volume, now WHAT IS THE SOCIAL VALUE IN THIS CRAP? WE WILL MAKE YOU WATCH AND LISTEN TO IT UNTIL YOU VOMIT. MAYBE A few months of the same COMMERCIALS WITH NO BREAKS WILL HELP YOU UNDERSTAND--? WE HATE THIS SHIT!
YOU NEED TO THINK ABOUT YOUR CRIMES. NO JUNK MAIL - NO TV LYING - NO RADIO LYING - NO INTERNET SPAM - NO TELEMARKLETER SCUM---NO BILLBOARD SIGNS OR OTHER ANNOYING SHIT. WHEN YOU GUYS WERE IN SCHOOL, you were still learning how to tie your shoes in high school. YIOU WERE THE BULLSHITTERS THEN, and THATS WHAT YOU ARE TODAY, TALK TALK TALK LIE LIE LIE...
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Re: What are the Alternatives?
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Re: What are the Alternatives?
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Re: What are the Alternatives?
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I'll tell you why I hate advertising
* 1 Zillion is an imaginary ammount, by clicking there you aggree to install our spyware. and lose all rights to your machine
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Re: I'll tell you why I hate advertising
Good job, you.
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Great Article
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Re: Great Article
it's the moving,flashing,repetive gaudy- colored ,in your face "hit the monkey" type ads that drive me nuts. If they were smart,the ad would be shown once when you hit a page and then fade-out.
I feel most ads are just plane insulting and the way to get my attention is NOT to annoy me.
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BMW
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Re: BMW
There are some companies that really maintain commercial appeal without losing the tag that goes with their product. I'm not sure who's holding BMWs advert account but the company sure knows value of good advert. High end products usually employ the best.
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Re: BMW
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Like it or hate it, who cares?
If you think that there will ever be a time that we'll live in a world that even more than 5% of advertising is "good, relevant and non-intrusive," then can I move there with you? As we're seeing, advertisers are desperate. And that translates into even louder bad, non-relevant and intrusive ads.
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Ads I would like to avoid...
1) Irrelevant advertising.
I have no children. I'm bald. I'm registered disabled and thus unable to drive. I'm very happy with my furniture. Yet I have to put up with two or three each of nappy ads, shampoo ads, car ads and sofa ads every time I try to watch a TV show. I have no interest in any of these products, and no amount of "clever" or "entertaining" advertising will lead me to buy or recommend any of them.
2) Repetitive advertising.
The same ad twice in every ad break throughout a show will lead to me boycotting that brand whether or not I need that product.
If advertisers would take these facts on board and come up with an advertising model I could live with then I'd be happy to watch ad-supported shows. Until they do, though, there's always BitTorrent...
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Pay-per-no-view
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Re: Pay-per-no-view
Overall, I generally agree with this article, as I don't mind some ads (BMW's short movies an excellent example, however expensive) but overall, 90% of them are crap, and it's the main reason I watch on average 2 hours of TV a month. The other reason being 90% of "content" is crap, but that's another article...
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Re: Pay-per-no-view
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Some ads are good, but most on the web are crap!
It's the annoying banner/pop-up ad's on websites that are for completely useless products or gimmicks that annoy me. Especially the ads with sounds that you can't stop (there's one around with the sound of a bug flying that comes to mind), or flash ads, or pop-up ads. These, I could definitely do without.
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Loud TV ads.
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I disagree...
While people will watch creative ads (super bowl), it doesn't truly mean they all of a sudden like advertisting just because its funny or creative.
Advertising in general has become so pervasive I think most of simply hate it because we can hardly escape it. And the idea, that I want to watch your annoying flash ad while reading a news article online is even more objectionable.
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Annoying advertising
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Mike, you're right but...
I always like to think about those late night informercials. They are cheap and not very "Super Bowl Caliber" but they get the job done which is to advertise the product. If they had to spend more money to have quality, very entertaining informercials, paying $19.95 for a Rotisserie cooker wouldn't be possible.
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targeted advertising
Don't Advertise at me
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Artistic talent creativity, and sociability aren't proportional to one's pockets. You just need to find good commercial artists and cling to them, do some background polling, and get out more. And user-submitted commercials work! Look at the whole Chevy experiment - it worked out great, and all they had to do was pay for a website and the bandwidth.
But even if they do "get it" and there is some day when commericals are on average engaging and sell a product well (and rate of return is significant higher therein), there will always be bad commercials, bad artists, and most of all bad polls.
And yould all you commercial artists stop making commercials with insane people that scream idiocies about nothing?! They make me think they're going to eat their children.
...putting something into your head through eternal repetition's a Nazi tactic. Just sayin's is all...
[/angst]
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RE: Ads
It really is, that simple.
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Re: Turn off your TV
marvin
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Re: TV use
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Back in the day...
Another couple examples...
Remember when you went to the movies and you watched previews of other movies that were coming out? Now you watch car ads...despite having paid $10 for a movie ticket.
Remember when you bought a VHS movie for like $20 and you got it home and could just watch the movie? That didn't last long either. If I remember correctly, it was the movie Top Gun that had the first advert at the beginning of the tape. Now we have DVD players that won't LET you fast forward past them.
This is why people hate advertising. Companies and advertisers push harder and harder to get adverts into every single facet of our lives and people are sick of it.
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Just don't get it
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Blocking bad ads is fine, but ad blockers don't di
For those that say a pay model is great, you're in the minority. Sites that go to pay models don't last very long because consumers are cheap - which is fine, I'm cheap too. I don't want to pay. But pay models rarely make enough to keep good content flowing. (Yes, there are the exceptions...HBO, pay per view boxing, etc)
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Re: Blocking bad ads is fine, but ad blockers don'
If ads don't work and pay-per-view doesn't work, find another job.
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good ads don't have to be expensive
There are plenty other good ads too. It just takes creativity more than cash to come up with clever advertising that people won't hate. Not enough creativity out there.
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Re: good ads don't have to be expensive
I hate those stupid ads! They remind me of the dumb lowermybills.com ads with silhouettes of people dancing, badly most of the time. So annoying! It looks like someone stole someone else's advertising idea. If ads make something free that I want to have or see then I am fine with it. If I have to pay for it then what's the point besides making more advertising sales for you and not benefitting me?
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Re: good ads don't have to be expensive
1. Please tone down the Mac Fanboy/girl overtones.
2. Just because it looks inexpensive, who's to say it is. A lot of the cost of advertising, like anything else, isn't apparent. My guess, if I had to take one, is that a pretty high powered ad agency was behind the ads in question, and they were paid quite handsomely. The new Mac commercials are obviously a themed serialized affair, not a one shot wonder, and that costs $.
3. I have no 3, just felt weird not having it there.
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I wrote the report
FYI, the subtitle of my report is "Clutter, Interruption, And Irrelevance Spur Ad Avoidance." You might have gotten better insight by linking directly to the source (i.e. report) than riffing on the news story. I'll post on my own blog about this eventually - just saw your post and wanted to respond.
- Pete
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BOYCOTT!!
(i dont talk about TV b/c i dont even watch it anymore b/c of commercials and b/c we dont have the digital recorder that allowed u to record and skip the ads anymore)
for those bad ads- writers, im not talkign about good-ads, b/c those you can ignore and boycott. im talking about bad ads, like the mosquito ad, watever company that made them are lucky enough that we didnt line them all up in a line and shot them one by one, no not enough, i cnat express my hate enough.
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I despise LowerMyBills ads
1) I viscerally hate the Lowermybills (LMB) ads, and
2) they can be killed by uninstalling Adobe Flash Player.
http://www.adobe.com/cfusion/knowledgebase/index.cfm?id=tn_14157
I work all day at my computer and the dancing/jiggling/humping ads from LMB are unbelievably distracting. They appear on almost every webpage I open, and seem to be AOL's leading advertiser, because the ads are absolutely everywhere on AOL - on the welcome screen, in my mailbox, on each letter I open, etc.
They continue to get more frantic and more obnoxious as time passes. The dry-humping morons on the rooftop, the dancing/jiggling (cowboys?); whatever. I just can't stand it.
I could go on and on, repeating many of the rants of people before me, but here's a solution:
Kill Flash Player and you kill the dancing cretins.
Maybe Flash is required for some sites, but that cost is NOTHING compared to the joy of being able to surf even the pages of Weather.com without seeing the frantic LMB ads. Many of the places where the LMB ads used to load, now only load static ads. They clearly test to see if you have Flash and run a different ad for computers without it loaded. I am getting a lot of University of Phoenix and Netflix, both of which are infinitely preferable to LMB. The rare LMB ads that load do not move. It truly does my heart good.
Check this out for annoying: a number of months ago, LMB somehow corrupted my browser, and every time one of their ads loaded it opened a window to the LMB website. No doubt a tactic to raise their traffic numbers, it was intensely annoying because every time it opened a window it captured my cursor. So, if I was typing, I had to stop and click the window closed to recapture my cursor. Often, I would have typed a sentence or two before I realized what was happening. I bought Stopzilla to kill what I thought were pop-ups, but it didn't work because the corrupted file essentially clicked on the ad to open the window and thus circumvented the pop-up blocker. It took me many hours of trial and error with tech support, etc., to find out that I had to reload my browser to correct the corrupted file.
To say I despise LMB is a monumental understatement. Their cost to my productivity has been tremendous over the years.
Kill Flash Player - Kill the Dancing Morons.
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Re: I despise LowerMyBills ads
I hate the LMB ads with such a burning passion-- especially the DISGUSTING transvestite-arm-getting-tattooed (they apparently couldn't find a woman's arm, so they used a manly man arm and put pink fingernails on it-- classy!). I want to gouge my eyes out with blunt objects every time I am subjected to their pathetic attempts to catch my attention.
Burning question: do these really work on ANYbody?
I am worried about the human race if enough people respond to these ads for them to keep being produced.
Anyway, thanks a lot for the tip to get rid of these (even if I can't play the occasional Flash thingy).
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Re: Re: I despise LowerMyBills ads
If their ads are always up and running, they must be working! Which means there are people clicking the ads and finding the service useful...
These ads are obviously run and fine-tuned endlessly based on consumer response? Marketing 101.
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Re: I despise LowerMyBills ads
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Re: I despise LowerMyBills ads
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Block LowerMyBills ads
Windows XP keeps the file in the C:\Windows\System32\Drivers\Etc folder.
The following line will stop the music for the dancing mortgage people and any other advertiser using the same broker:
127.0.0.1 ad.doubleclick.net
just add that line below the last line in the file, youll never see their ad again
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Re: Lower My Bills
It occurred to me that "LowerMyBills" might have a better rate than the other companies out there, but you know what?
Their use of the most annoying ads ever (ALL of them - the dancing silhouettes, the wolf, the generally random images and animations having zero to do with anything) stuck in my head, and I patently refused to go to their website or give them business, even though it may well be that they might actually save me some money.
You hear that, advertising agency for "LowerMyBills" and people at LMB who hire them? You lost business because of your ad campaign, and only because of your ad campaign.
Just because an ad sticks in someone's head doesn't make it effective. You have to at least make an effort NOT to have them completely hate you for it.
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Re: Re: Lower My Bills
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Cable TV pop up ads
Ultimately, the sponsors are paying for the content that attracts us to watch.
It is a disservice to sponsors when the host TV network annoys the viewer with annoying ads during the work of art.
Would you appreciate a gallery of fine art that obliterates the enjoyment of the art with "WATCH WHAT WILL APPEAR HERE NEXT WEEK!"
It's time to inform the sponsors that they are ultimately responsible for the abominable mistreatment of their audience.
I hope more people contact them and let them know that they're cultural assassins and vandals, unworthy of our support.
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Yes, I hate advertisement
Now almost all of them are obvious lies. Whenever I see ANY, either by internet or postal box or combined with anything else I see, if I happen to remember the name I refuse to buy anything they sell.
marvin
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Look up the history of the big ones.
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There will be no HDTV in my future. Imagine all that extra room to put Hi-def ads.
I think Netflix will be my network of choice.
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Demand Creation
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^ ^
@@@@@@
@@@@@@
{ (.) (.) }
-
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Re:
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People Bad, Intrusive And Annoying Advertising
I do remember most advertisements over 30 year ago were not at all objectionable. They were plain, simple, facts, with a location to obtain more information. This is the only type I will ever accept.
(A lot of things advertised are sold where I work. I always recommend to customers the best quality they usually know nothing about because they haven't seen the lies that others have all over the world.)
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Intrusive Ads
Businesses must work harder to minimize frustrating features(which obviously includes inappropriate ads, lengthy downloads and poor navigation) in order to develop a positive online relationship with their customers.
But a section of the online advertising professionals think that in terms of click through rates, popups, overlays, audio banners and intros are really the best performing formats, and that is why they continue to be used.
But I think one needs to be careful when measuring 'effectiveness', or talking about 'what is proven to work' when that basically comes down to the 'number of clicks' an ad delivers. Clicks don't tell you very much at all.
Many clicks on intrusive ads are made in error and shouldn't be counted as valid. In fact, these clicks are worse than no clicks at all, since the brand has annoyed the web user.
Targeting is going to be the mantra and the days of measuring a campaign's success by simply counting clicks are surely numbered.
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Advertising
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bad
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People Don't Hate Advertising
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annoying and excessive
Is there no government organization that monitors and patrols the amount of advertising on radio and tv?
Is our money worth nothing? We pay for cable tv yet tv programs are bombarded with advertising every few minutes.
Is it necessary to intrude with excessive advertising on already paid for cable programing?
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http://bywordofmouse.tumblr.com/post/17758429564/people-dont-like-advertising-they-like-what
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Thanks
I also have no issue with advertising. But it needs to not open extra windows, take too long to load the page or, worse yet, put in an ad that moves the page down by 5 inches. I will purposely NEVER purchase some car brands because of this. These companies actually pay a lot of money to annoy me and interrupt my day. I don't ever need to purchase a product where the money will be used to annoy others.
Advertising is fine and a normal business practice. Annoyance is not.
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Response
TV? If I see ANY type ad. I write down the name of the service or product. AND I WILL NEVER BUY IT. EVER! Get a real job. If I wanted it-- I WILL BUY IT. ONLY IF IT IS HIGH QUALITY AND DOES NOT ADVERTISE.
INTERNET---I use a special anti ad browser---that inputs BOGUS info from ip address...on. I see ANY ad...it goes on my LIST of CRAP products.
WHY do firms SPEND MORE MONEY ON ADS and PROMOTIONS than on FIXING THEIR PRODUCT OR SERVICES? BECAUSE THEY ARE SCAMS---and care only about themselves, dollars and NEVER ME, or they wouldn't hassle me with ad crap taken FROM MY MONEY-if I bout anything from them.
ADVERTISING IS THE MORAL equivalent of placing a sack of wet dog poop on ones door step, ringing the bell and running away. IT IS AGGRESSIVE---AND DISHONEST. WHEN an ADMEN talks every word is CRAP. GET A REAL JOB. HATE AD jerks ALL OF THEM.
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Another response
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LOUD ADVERTS
Every 15 mins i have to adjust my TV because of this rubbish.
The adverts are so loud that it is unbearable.
It's wrong on every level.
It invades my home and causes noise pollution and i am not particularly sensitive.
Who allows these advertisers to get away with it.?
I have personally never brought anything from a TV advert.
When are these marketing people going to learn that all they are doing is pissing people off.!
Less is more.!!
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Pathetic Capitalism & The Idiocy Behind It All...!
Why? It IS Pathetic Because the ignorant & obscene amounts of money spent on them is just one of the ever growing Bogus things driving costs up for the rest of us. Thus, after We actually pay for the ads in the first place (by way of over pricing for rising ad costs+)(Rolls-Eyes), now we Must have Broken Web Pages Because... Taboola,BookFace,G+,LinkedIn,Gravitar,Twitter,Clouds,Reddit, ScoreCard, Captcha, AdServers, Beacons, Popups, Pop Under, Peak Around, Reach-Arounds... Oh God! This List is Soooo Long, Ridicules and Proves yet again that the Corrupt Corporate Structures behind this crap are Criminally Insane. They've RUINED Practically EVERY DECENT Site We Used To Love with Their CrossDomain, Css Injection, Third Party, Partner Scripts, Scripts and yet more Scripts, Front Door, Back Door, Side Door, Window Breaking/Hijacking BS!
YouTube was one of the greatest sites ever, now it uses so many different mirror servers hooked through Ad-Servers for Each Micro Chopped Up Video (claiming this speeds things up)? Videos wont even Load much less Play unless you open yourself for Hijacking's and Hard Drive Scanning or else! Because they demand you watch that 20-30 second ad to watch a 10 second video? Better Still is the claim they make little or no money? Wow! Classic Capitalism BS!
Ask Yourself, Where does the ad money really come from and go to? They simply pass the buck at our detriment and expense.
Oh! And Don't get me started on the Big Dirty F-Book Criminals & All Their Money Chubby Friends.
I'm gonna punch a screen if I see Just 200,000,000 more White F's on a little Blue Icon!
Another Question... Why would any sensible person want facebook, google, twitter, reddit, bla bla, bla bla bla, in their Personal Banking Screens? Because they got a Copy Everything On Your Page Including Your Passwords and you would want to share these with who? For What? This IS Criminal Activity At The Highest Level! Period! Wake Up!
Tap Tap Tap,... Where's The Easy Abort Button On This Thing?
The Internet is Not Worth Using Anymore! I Think They Are Counting on This too...
Now Pick Your Face Up Away from the Tablet/Phone and Talk to someone with your mouth, not your fingers... God, we've become anti social idiots thinking otherwise... So Damned Sad!
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keeping me from going where I want to go on the internet
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adds suck
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I just don't want to be tracked
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Publishers Exist Only to Please the Madding Crowd
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What's more annoying
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True
Here in Sweden one of the "supermarket" type stores (called ICA) started making a series of commercial-skits in 2001 It was so popular that it's still ongoing, declared by Guiness book of records as the longest ongoing series of commercials to date.
While Youtube's autotranslate isn't the best it should get the job done so here's a clip from 2007:
https://www.youtube.com/watch?v=RoH6LI9awQo
There's a reason there are AFV-style shows showing off funny commercials one after the other, it's not because people hate commercials.
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Re:
Advertising hate fueled the cable industry in the beginning when it was ad-free. When cable started becoming ad-laden, the internet came along without advertising. Until, it started having advertising, which was when ad-blockers and SPAM helped create the multi-billion-dollar industries of SPAM filtering software and ad-blockers. ALL SPAM is advertising, is it not? Case closed.
Any of these advertising morons want to buy a clue?
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Advertisement is a dying business
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one advertisement
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especially the ones that are annoying and come on over & over & over again.
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u-tubes dead, viruses
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Ads & ad blocking
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unwanted loud commercials.
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Advertisements
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1. wasting my time. I watch video and now I'm forced to spend time on ad.
2. when internet is slow, I will have even longer time wait when ad loaded
3. it breaks flow of my throughts. I was following the story and now I look something completely unrelated. Whyy????
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People hate ads
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