The American view of the advertising profession could use repair, according to an Adweek and J. Walter Thompson study titled "Ad Industry Perception Survey." The study is an assessment of the line between the media-created perception of the industry and the real opinions held by American adults. JWT conducted a random online survey of 966 Americans, 18 years and older, with a 50/50 balance of male/female ratio, from September 5 to 12 of 2007.

Survey results indicate that Americans' view of the advertising profession could use an overhaul. In terms of respect for the profession, only 14 percent of the sample say their fellow Americans respect ad people, besting, "national politicians" (10 percent) and "car salesmen" (5 percent). The top three most respected are: "military personnel" (79 percent), "physicians" (75 percent) and "teachers" (71 percent).

A large majority (82 percent) of the sample indicate an active engagement with media overall, with "traditional" media still trumping "interactive" in terms of consumption (59 percent of people's time versus 41 percent). It's not a great leap from those results to the finding that fully two-thirds of the sample (67 percent) agrees that "advertising is an important part of the American culture."

Only 12 percent of those surveyed noted improvement of ad people's status. Ad professionals are seen as a "necessary good" by 31 percent of the population (besting politicians and car salesmen).

Other key findings include:

• 84 percent agree (strongly/somewhat), "Too many things are over-hyped now."

• 74 percent agree, "The Internet helps me make better product choices."

• 72 percent agree, "I get tired of people trying to grab my attention and sell me stuff."

• 52 percent agree, "There's too much advertising - I would support stricter limits."

• 47 percent regard "Advertising as background noise."

• 42 percent agree, "American advertising has improved in recent years."

• 38 percent believe "The advertising industry understands Americans in general and connects with them."

• 22 percent believe "The advertising industry understands and connects with me."

• 24 percent "resent advertising."

• 82 percent indicate a positive engagement with media overall.

• Two-thirds claimed, "Advertising is an important part of the American culture."

Considering the "future of advertising" debate, the survey indicates a need for engagement in the context and content of the sell. And while advertisers can tell people what they want, consumers need public relations professionals to provide the third-party credibility for those meaningful purchasing decisions.