More Mutter About Clutter: Extending Empirical Generalizations to Facebook
Karen Nelson-Field, Erica Riebe and Byron Sharp
Ehrenberg-Bass Institute
Management slant
- Facebook differs little from television and radio in the degree that clutter affects advertising effectiveness.
- Improvements in advertising recall and brand recall that can be made by reducing advertising clutter are not large enough to justify the cost premium that would be charged to do so. Advertisers (especially for larger brands) are likely to prefer buying additional reach rather than paying the ...