Original article by Dominic White
The Australian Financial Review – Page: 31 : 14-Mar-16

Melbourne Business School’s Professor of Marketing, Mark Ritson, has criticised the trend for marketers to shun traditional media in favour of social media. He notes that data from Nielsen indicates that only 46 per cent of people trust advertisements on social media, while 63 per cent trust TV ads and 60 per cent trust print ads. Likewise, just 23 per cent of Australians follow brands via social media, according to data from Sensis.

CORPORATES
MELBOURNE BUSINESS SCHOOL, THE NIELSEN COMPANY (AUSTRALIA) PTY LTD, SENSIS PTY LTD, AUSTRALIAN ASSOCIATION OF NATIONAL ADVERTISERS, SEVEN WEST MEDIA LIMITED – ASX SWM, TEN NETWORK HOLDINGS LIMITED – ASX TEN, NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC, TWITTER INCORPORATED, FACEBOOK INCORPORATED, INSTAGRAM LLC