Clutter (advertising)

File:BILLBOARDS AND ADVERTISING CLUTTER ROADSIDE - NARA - 546184.jpg

Billboard clutter in Texas, 1972

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

Background

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.Template:Fact

Online advertising clutter

Studies have shown that annoyance factors from online advertising clutter is a significant contributor to advertising avoidance.Template:Syn

References

Sources

1. "The Persuaders," Frontline, PBS, November 9, 2004; Template:Catalog lookup link
2. "Research: Clutter rises, Even In Weak Ad Economy: Study: Nearly 1 in 4 Primetime Minutes in 2001," by Keven Downey, article in Media Life (bygone eMagazine), April 5, 2002; Template:Catalog lookup link (archival access host: Wayback Machine)

   Note: The article is a review of "Clutter Watch 2002" (annual survey), Debbie Solomon, senior partner and group research director, Mindshare, April 2001. Mindshare's data used in the survey was culled from Competitive Media Reporting, now owned by the Kantar Group.
3. "The Real Competition Is Clutter : Marty Neumeier," Humanise The Brand Magazine