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A new study reveals that most forms of advertising and communication have seen a decline in trust among UK consumers in the last two years.

Sourced through Scoop.it from: www.research-live.com

Perhaps unsurprisingly, personal recommendations are the most trusted form of communication at 81%. Worryingly, this is the only form trusted by more than 60% of respondents.

Nielsen’s EVP of marketing effectiveness for Europe, Terrie Brennan says "While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work – they don’t generate awareness or drive any lift in purchase intent,…More than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.”

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