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Article re-posted from: http://trendpost.blogspot.com/2010/05/why-are-dogs-effective-marketers.html

Why are dogs effective marketers?

Have you noticed that canines have been used in marketing of products and companies that are totally un-related to the species? Why is this? Why is it that cats are used to specifically market cat food (we're specifically referring to "real" cats and not cartoon versions such as Garfield, Tony the Tiger, or Chester Cheetah) and dogs are in commercials from Cottonelle toilet tissues to Target stores?

A recent University of Texas Austin [1] study of 4,565 survey respondents found that:

• 46% were dog people, 12% cat people
• 28% were impartial in preference, 15% were neither
• Dog people were 15% (more) extroverted, 13% agreeable and 11% more conscientious than those described as cat people
• Cat people were 12% neurotic and 11% more open than dog people

In addition, according to the 2009 - 2010 National Pet Owners survey, the breakdown of pet owners showed that while the number of dogs owned falls behind the number of cats, the number of dog households out numbers all other animals. [2]

Number of U.S. Households that Own a Pet (millions)
Cat                               38.2
Dog                              45.6


Total Number of Pets Owned in the U.S. (millions)

Cat                               93.6

Dog                              77.5

Looking at these facts and figures, it is not hard to see why Americans see more dogs than cats in marketing of products that are totally unrelated to the pet industry.  When was the last time you saw a dog use toilet tissue (Cottonelle), enjoying music (RCA), eating tacos (Taco Bell), enjoying a beer (Spuds McKenzie - Bud Light), or buying ANYTHING from Target?

Outside of the big cats (i.e. lions and tigers), can you name the last advertising campaign that utilized a cat that was not for a product, business, or service that was not "for" cats?

Dogs rule.  Thanks for reading.

[1] Research Shows Personality Differences Between Cat and Dog People. (2010, January 13). University of Texas at Austin. Retrived on May 29, 2010 from http://www.utexas.edu/news/2010/01/13./personality_dogs_cats/
[2] Pet Ownership Industry Statistics and Trends. (2010). American Pet Products Association (APPA). Retrieved on May 29, 2010 from http://www.americanpetproducts.org/press_industrytrends.asp