Advertising Clutter Across the Media

1
Advertising Clutter Across the Media

• Perceptions and Impact

Rachel Rikkers 347186
2
Advertising Media

• Various media studied
• Publics attitude
• American exposure rate
• Breakdown
• Network prime time 24
• Magazines 50
• Newspapers 64

3
Advertising Clutter Study

• Previous studies
• How consumers perceive ad clutter
• Defined
• Advertising in a medium is excessive
• Excessive noise

4
Advertising Clutter Study

• Impact on ad recall
• Impact on brand recognition
• Ad avoidance
• Brand loyalty

5
Method

• National Family Opinions national consumer panel
• Questionnaire mailed to sample
• 63 response rate
• Usage scenarios
• Perceptions of advertising
• Individual media
• How they avoid ads in the six media

6
What Constitutes Clutter?

• Not all ads are clutter (desired signals)
• Trade and special interest magazines
• Specific channels
• 100 advertising media

7
Perceived Ad Clutter

• Too much advertising in.
• Television 80
• Magazines 51
• Yellow Pages 8
• Why is this?

8
Results

• Ad clutter and communication problems
• TV most
• Yellow Pages least
• Ad Avoidance
• TV most
• Direct mail least
• Attitude
• Least favorable toward direct mail
• Perceived ad clutter
• TV direct mail most

9
More Results

• Disruption
• TV Magazines most
• Yellow Pages least
• Hindered Search
• TV Magazines most
• Yellow Pages newspaper least

10
Impacts

• Any practice that increases disruption on TV
  should be reconsidered.
• Watch for magazines with a high number of
  gatefolds and inserts.
• Target direct mail specifically, so ad clutter
  perception declines.
• Color and Bold

11
Impacts

• Migration to the web

12
Communication Problems

• Television
• Magazines
• Yellow Pages
• Mail promotions

13
Consequences of Ad Clutter

• Attitude
• Annoying
• Enjoyable
• Informative
• Avoidance
• Channel switching 12-50
• Leave room 20-36

14
Other Factors

• Gender
• Age
• Younger viewers
• Heavy viewers

15
Study Limitations

• Atypical
• Entire domain of ads not captured
• No web ads studied
• Frequency of exposure

16
References

• Advertising Clutter In Womens Fashion Magazines
  Increases. 8 Dec. 2000 Phase One
  Communications 28 Feb. 2002 lthttp//http//www.p
  haseone.net/pages/PRFashionMag2.htmlgt.
• Elliott, Michael T., Paul Surgi Speck. Consumer
  Perceptions of Advertising Clutter and Its Impact
  Across Various Media. Journal of Advertising
  Research 38.1 (Jan.-Feb. 1998)29.
• Good News, October 2000. Goodwill
  Communications 24 Feb. 2002 lthttp//www.psaresear
  ch.com/newsletters/GoodNewsoct00.htmlgt.
• Haugtvegt, Curtis P., David W. Schumann, Wendy L.
  Schneier, Wendy L. Warren. Advertising
  Repetition and Variation Strategies
  Implications for understanding attitude
  Strength. Journal of Consumer Research 21.1
  (June 1994)176.
• Hyland, Tom. Why Internet Advertising? 24 Feb.
  2002 lthttp//www.iab.net/advertise/content/adconte
  nt.htmlgt.
• Taylor, Charles R., Gordon E. Miracle, and R.
  Dale Wilson. The Impact of Information Level on
  the Effectiveness of U.S. and Korean Television
  Commercials. Journal of Advertising 26.1
  (Spring 1997).