Advertising Association and Deloitte
Instinctively, when you work in advertising you understand its effects. Advertisers see first-hand how it promotes competition, spurs innovation and – most importantly of all, in the current climate – connects businesses with their customers. But until now, those instincts have not been backed up with facts. This report was commissioned to fill that void with an authority that goes way beyond the instincts of ad-land. It is founded on independent analysis from one of the world's leading consultancy firms. The clear conclusion is that advertising is fuel for the economy. Read the report online >>
Karen Fraser and Emma Taylor
The Bailey Review, 'Letting Children be Children' was published in summer 2011. One specific finding was that the amount of sexualised imagery in outdoor advertising should be reduced. The OMC asked Credos to explore this issue further, via a nationally representative sample of GB adults. The purpose was to understand in more depth what sorts of outdoor advertising cause offence, and to provide a useful steer to advertisers evaluating their creative executions.
This report sheds light on young women's attitudes towards the use of airbrushing in advertising, as well as revealing new insights into the media lives of young women in the UK. It brings together qualitative and quantitative research among women aged 10-21, which shows that young female consumers have a preference for more natural images in advertising.
Dr Benjamin Reid & Alexandra Albert, The Work Foundation
This report covers the direct, indirect and induced economic impact of the advertising industry, before moving on to analysis of the more complex 'catalytic' impacts - e.g. those economic benefits which arise from a thriving advertising industry. The report correlates a range of important measures to the catalytic impacts, such as innovation and economic growth.
It concludes by highlighting the decisions required to undertake such an analysis, and proposes next steps to improve advertising industry economic analysis in the future.
The Work Foundation's independent research aims to influence through public policy debate and working with organisarions. It explores the world of work from socio-economic issues through to how organisational change can promote good work. The Work Foundation is part of Lancaster University.
Karen Fraser & Cathryn Moses
This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review.
Our research shows that parents find it difficult to keep up with their child’s interaction with the digital and online world.
We conclude that more needs to be done to help empower parents as regulators of their children’s media consumption.
Dr Barbie Clarke, Family, Kids and Youth
An in-depth look at children’s development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children’s understanding of advertising.
This review shows that whilst it is the case that children can recognise advertising at a young age (4- 5) it is not until they reach middle childhood (age 8-12) that children understand advertising, and it is not until they reach adolescence, age 12 plus, that children can understand the commercial intent of advertising.
While there was concern expressed by parents on many issues affecting their children’s wellbeing, advertising and marketing to children was not perceived to be a huge problem.
However, it appears that many parents feel on the back foot when it comes to understanding fully the media children now consume. This stems largely from a lack of knowledge, creating a ‘fear of the unknown’.
Wendy Gordon & Blue Martin, Acacia Avenue
This report highlights the findings of the first two waves of the Credos Forum. More information on the Credos Forum can be found HERE and video highlights of this research can be viewed HERE.
Katharine Peacock, Research Team Manager at ComRes
This report highlights challenges facing the advertising industry and picks out opportunities to improve MPs’ perceptions of advertising over the course of this Parliament.
Karen Fraser & Josh McBain
Credos' debut report surveyed both the public and opinion formers to gauge their views on advertising.
The findings reveal that public opinion is muted, although certain areas cause some concern.
Opinion formers’ views tend to be more nuanced, but to a large extent mirror the views of the wider population.
Josh McBain & Emma Taylor
This report reviewed the evidence used to claim that advertising and marketing encourages youth drinking.
Our review highlights significant gaps in the existing body of research, and calls for more research on youth alcohol consumption in the UK.
Chris Baker, Partner at Bacon Strategy & Research
This report examines long-term trends in children's attitudes and opinions. It aims to uncover any negative influences on children's wellbeing.
The report concludes that "existing data does not suggest or demonstrate any evidence that childhood has become ‘toxic’, or that engagement with the commercial world has undermined children’s fundamental values or overall wellbeing. In fact, if anything, trends suggest that the opposite is the case, and that there has not been a decline in overall wellbeing."
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