Survey of Advertising Professionals

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The purpose of this study was to provide a descriptive analysis of current commercial social media usage by surveying advertising professionals within the Louisiana American Advertising Federation. The online survey measured personal and professional social media usage, professional reasons for usage, and attitudes toward social media usage for advertising.

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  • Interpreted from two open ended questions
  • Survey of Advertising Professionals

    1. 1. What’s all the messaging about? An Analysis of Advertising Professionals’ Usage of Social Media<br />Emily Mabry<br />Independent survey research project conducted in Fall 2009<br />
    2. 2. The Growth of Social Media<br />
    3. 3. Literature<br />Academician-Practitioner Gap (Hunt, 2002)<br />Past literature<br />Nyilasy and Reid (2007, 2009)<br />Call for additional research<br />Social Media<br />
    4. 4. Literature cont.<br />Social Media and eWOM<br />Networks for sharing word of mouth messages<br />Measureable and traceable online<br />
    5. 5. Research Questions<br />H1: Advertising practitioners’ personal social media usage will be positively correlated with their professional social media usage.<br />RQ1: For what professional purposes do advertising professionals use social media?<br />For what external purposes ?<br />For what internal purposes ?<br />RQ2: What are advertising practitioners’ attitudes toward social media usage for professional purposes?<br />
    6. 6. Research Questions<br />RQ3: When do advertising practitioners believe social media are effective and ineffective message platforms?<br />This question will be evaluated from responses to two open-ended survey questions.<br />RQ4: Is there a relationship between job position and frequency of social media usage?<br />RQ5: Is there a relationship between job position and attitudes toward social media?<br />
    7. 7. Method<br />Statewide online survey of American Advertising Federation members<br />21 questions measuring:<br />Personal and professional usage of SM<br />Professional purposes of SM <br />Attitudes toward the role of SM in advertising<br />Demographic information including job position<br />19.6% response rate<br />Sample<br />
    8. 8. Results<br />H1- Significant correlations (in decreasing strength) between personal and professional usage of Twitter, Vimeo, MySpace, LinkedIn, Flickr, and Facebook. Not significant for YouTube.<br />
    9. 9. Results- RQ1<br />
    10. 10. Results- RQ2<br />Common platform- 76.5% agree<br />Online presence- 68.1% agree<br />Keep up with trends- 68.1% agree<br />Passing fad- 79.8% disagree<br />Mixed results<br />Reach consumers more easily<br />Control the message<br />Keep up with competition<br />Consumers more responsive to SM<br />
    11. 11. Results- RQ3<br />Effective: <br />Direct, personal communication<br />Awareness tool as part of integrated campaign<br />Ineffective:<br />Excessive, annoying messaging<br />Direct Sell/Traditional Messaging<br />
    12. 12. Results <br />RQ4- Significant only for job position and YouTube personal use, with Creatives using it the most<br />RQ5- No significant relationships<br />
    13. 13. Discussion<br />Advertising professionals use social media<br />Agreement within industry about role of SM in advertising<br />To be effective- understand culture of platform, build personal relationships<br />Still uncertain about its effectiveness on consumers<br />
    14. 14. Conclusion<br />Evidence for advertising practitioners autonomous knowledge (Nyilasy and Reid, 2009)<br />Provides a foundation for future studies <br />Better understanding of a population who holds an expertise about a new form of communication<br />
    15. 15. Thank You.<br />Questions?<br />Emily Mabry, emabry1@tigers.lsu.edu<br />

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