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

2. Advertising Media Various media studied Public’s 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 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

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 Women’s Fashion Magazines Increases.” 8 Dec. 2000 Phase One Communications 28 Feb. 2002. 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. 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. 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).