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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 Advertising, advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a Product (business), product or Service (business), service. It is a type of publicity. The ...
,
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 th ...
, and
experiential marketing Engagement marketing (sometimes called experiential marketing, brand activation, on-ground marketing, live marketing, participation marketing, loyalty marketing, or special events) is a marketing strategy that directly engages consumers and invit ...
along with new focuses on humanising messaging within marketing.


Online advertising clutter

Studies have shown that annoyance factors from
online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that 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,''
    PBS The Public Broadcasting Service (PBS) is an American public broadcaster and non-commercial, free-to-air television network based in Arlington, Virginia. PBS is a publicly funded nonprofit organization and the most prominent provider of educat ...
    , November 9, 2004;
  1. "The Real Competition Is Clutter : Marty Neumeier,"
    '' Humanise The Brand Magazine


Further reading

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