Advertising Clutter Across the Media Perceptions and Impact Rachel Rikkers #347186

Advertising Media Various media studied Public’s attitude American exposure rate Breakdown: –Network prime time = 24% –Magazines = 50% –Newspapers = 64%

Advertising Clutter Study Previous studies How consumers perceive ad clutter Defined –Advertising in a medium is excessive –Excessive = noise

Advertising Clutter Study Impact on ad recall Impact on brand recognition Ad avoidance Brand loyalty

Method National Family Opinion’s 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

What Constitutes Clutter? Not all ads are clutter (desired signals) –Trade and special interest magazines –Specific channels 100% advertising media

Perceived Ad Clutter Too much advertising in…. –Television = 80% –Magazines = 51% –Yellow Pages = 8% Why is this?

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

More Results Disruption –TV & Magazines most –Yellow Pages least Hindered Search –TV & Magazines most –Yellow Pages & newspaper least

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

Impacts Migration to the web

Communication Problems Television Magazines Yellow Pages Mail promotions

Consequences of Ad Clutter Attitude –Annoying –Enjoyable –Informative Avoidance –Channel switching 12-50% –Leave room 20-36%

Other Factors Gender Age Younger viewers Heavy viewers

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

References “Advertising Clutter In Women’s Fashion Magazines Increases.” 8 Dec Phase One Communications 28 Feb 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 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 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).