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More Mutter About Clutter: Extending Empirical Generalizations to Facebook
Includes video content
Recommended by Warc editors
Karen Nelson-Field, Erica Riebe, and Byron Sharp, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 186-191
This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements.
This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands.
How Clutter Affects Advertising Effectiveness
Includes video content
Recommended by Warc editors
Peter Hammer, Erica Riebe, and Rachel Kennedy, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 159-163
This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works.
This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar in low and high clutter environments, so when there is more clutter, audiences really do see more advertisements. Less clutter does not result in better brand identification, although audiences remember more of what they saw. Advertisements recalled in high clutter are generally of better quality and are more likeable on average: people remember what they liked. Overall, therefore, the impact of clutter is not large, especially when compared to creative elements of executions. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
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