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Clutter (advertising)

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Advertisingormarketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis.

Background[edit]

One explanation, in a general sense, is that advertising clutter is often a result of a marketplace that is (over)-crowded with competing products. Heightened competition from this phenomenon has led to the emergence of other advertising strategies, including guerrilla marketing, viral marketing, and experiential marketing along with new focuses on humanising messaging within marketing.^{[citation needed]}

Online advertising clutter[edit]

Studies have shown that annoyance factors from online advertising clutter is a significant contributor to advertising avoidance.^{[improper synthesis?][1][2][3][4][5]}

References[edit]

Citations[edit]

Sources[edit]

Further reading[edit]

• Ha, Louisa; McCann, Kim (January 2008). "An integrated model of advertising clutter in offline and online media". International Journal of Advertising. 27 (4): 569–592. doi:10.2501/S0265048708080153. S2CID 168088754.
• Elliott, Michael T.; Speck, Paul Surgi (1998). "Consumer perceptions of advertising clutter and its impact across various media". Journal of Advertising Research. 38 (1): 29–30. OCLC 86771724. Gale A54376730.
• Ha, Louisa (1996). "Advertising clutter in consumer magazines: dimensions and effects". Journal of Advertising Research. 36 (4): 76–85. OCLC 193912585. Gale A18782739.
• Rumbo, Joseph D. (February 2002). "Consumer resistance in a world of advertising clutter: The case of Adbusters". Psychology and Marketing. 19 (2): 127–148. doi:10.1002/mar.10006.
• Ha, Louisa; Litman, Barry R. (March 1997). "Does Advertising Clutter Have Diminishing and Negative Returns?". Journal of Advertising. 26 (1): 31–42. doi:10.1080/00913367.1997.10673516.
• Brown, Tom J.; Rothschild, Michael L. (June 1993). "Reassessing the Impact of Television Advertising Clutter". Journal of Consumer Research. 20 (1): 138. doi:10.1086/209339.
• Speck, Paul Surgi; Elliott, Michael T. (September 1997). "The Antecedents and Consequences of Perceived Advertising Clutter". Journal of Current Issues & Research in Advertising. 19 (2): 39–54. doi:10.1080/10641734.1997.10524436.
• Lee, Sang Yeal; Cho, Yong-Suk (8 July 2010). "Do Web Users Care About Banner Ads Anymore? The Effects of Frequency and Clutter in Web Advertising". Journal of Promotion Management. 16 (3): 288–302. CiteSeerX 10.1.1.688.1429. doi:10.1080/10496490903582594. S2CID 10211274.