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Growing ad skepticism

Advertising researchers following up a 10-year study made by the American Association of Advertising Agencies in the 1970s, say more and more customers today feel some ads ''insult'' their intelligence.

Picking up statistics from the original survey, which showed 61 percent of the men and 60 percent of the women interviewed offered negative response, management at Needham, Harper & Steers Inc. (New York) determined there is a continuing rise in the sentiment discrediting today's ads. Between 1975 and 1980 , percentages rose to 66 percent among men and 67 percent among women.

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Market analysts believe corrective measures to achieve a more positive response from consumers lie in ads with less repetition, a less shrill approach, and more-believable facts.