Clutter (advertising)
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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 Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 198 ...
,
viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...
, and
experiential marketing Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consume ...
along with new focuses on humanising messaging within marketing.


Online advertising clutter

Studies have shown that
annoyance factors Annoyance is an unpleasant mental state that is characterized by irritation and distraction from one's conscious thinking. It can lead to emotions such as frustration and anger. The property of being easily annoyed is called irritability. Ps ...
from
online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...
clutter is a significant contributor to advertising avoidance.


References


Citations


Sources

    "The Persuaders,"
    ''
    Frontline Front line refers to the forward-most forces on a battlefield. Front line, front lines or variants may also refer to: Books and publications * ''Front Lines'' (novel), young adult historical novel by American author Michael Grant * ''Frontlines ...
    ,''
    PBS The Public Broadcasting Service (PBS) is an American public broadcasting, public broadcaster and Non-commercial activity, non-commercial, Terrestrial television, free-to-air television network based in Arlington, Virginia. PBS is a publicly fu ...
    , November 9, 2004;
  1. "The Real Competition Is Clutter : Marty Neumeier,"
    '' Humanise The Brand Magazine


Further reading

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