OBSERVATIONS: Advertising Clutter in Consumer Magazines: Dimensions and Effects

Louisa Ha

Describes an experimental study to investigate the influence of clutter on magazine advertising effectiveness.

OBSERVATIONS: Advertising Clutter in Consumer Magazines: Dimensions and Effects

Louisa Ha

Is advertising clutter a blessing or a curse to the advertising industry? Advertising clutter is the density of advertisements in a media vehicle.Whether or not increase in clutter level will reduce the effectiveness of an advertisement is one of the most controversial issues among advertising researchers and practitioners. Most research focuses on whether or not TV advertising clutter adversely affects an individual's memory of commercials. Empirical studies on TV clutter have yielded inconsistent results.

Two schools of thought have offered competing explanations of how clutter works...

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