As the Anniversary of September 11th Nears, America Encourages Advertisers to Continue With "Business as Usual", According to InsightExpress Survey.

Business Editors

STAMFORD, Conn.--(BUSINESS WIRE)--Aug. 13, 2002

Nearly three quarters of Americans state everyday

advertisements are acceptable on 9/11 anniversary

On the upcoming anniversary of the tragic terror attacks on the United States, 73% of Americans are ready to see and hear 'everyday' advertisements across all media outlets according to a recent survey by InsightExpress, a leading online market research company.

"Americans are striving to return to normalcy, and this includes everything they see, hear and do-including advertisements," said Lee Smith, president of InsightExpress. The survey reveals that only 10% of Americans would feel uncomfortable seeing or hearing an 'everyday' advertisement on September 11, 2002.

On the anniversary, 39% of Americans plan to treat the day 'like any other day,' 45% indicate it will be 'mostly like any other day with some setting aside time for observation,' and only 2% will take the day off for observation. "Companies and advertisers must consider this strong 'normalcy requirement' when planning their communications-this is clearly not a lights-out situation," said Smith.

"The best response to the Sept 11th attack is to go on with our lives. Patriotic or respectful remembrances are nice and acceptable but not necessary," said one survey participant.

While nearly two-thirds (62%) believe it is appropriate for companies to remember the event with specialized advertisements, more than one-quarter (27%) of Americans will perceive such advertisements as suspicious or exploitative. "Companies must carefully consider the need, objectives, and imagery when planning any commemorative advertisements as the potential for a public backlash is tremendous," said Smith. Acceptable elements in specialized advertisements include:

Acceptable Elements in 9/11/2002
Advertisements                                 Percent of Respondents

Patriotic Symbols (American Flag, etc.)                  73%
Images of the Heroes (Firemen, Policemen, etc.)          61%
Music                                                    53%
Images of the World Trade Center                         38%
Images of the President                                  21%
Images of the Victims of 9/11                            20%
Images of Victims' Families                              17%
Other                                                     7%
None are appropriate                                     14%

"Any advertising that exploits the situation, such as an ad implying that anyone buying the advertised product is more patriotic than those who don't, is unacceptable. An argument could be made for 'business as usual' to show the world that we will continue on with strength and vigor. Ads referencing 9/11 shouldn't be ads as much as they should be moments 'in memoriam' or 'in honor of' the people and events of 9/11," concluded one survey participant.

The survey was conducted online of 450 individuals in mid August, 2002. The data has a tolerance of +/-4.6%

About InsightExpress

InsightExpress is the acknowledged pioneer of rapid turnaround, high-quality, online market research services. With our award-winning technology, market research expertise, and access to more than 90 million online individuals, we enable clients to easily harness market research to make the right business decision in real-time. InsightExpress is affiliated with the Interpublic Group (NYSE:IPG), NFO WorldGroup, and General Atlantic Partners. Visit us on the Web at www.insightexpress.com