Consumer Perceptions of Advertising Clutter and its Impact Across Various Media

This study - comprising a postal survey among 946 Americans - considers consumer perceptions of advertising clutter.

Consumer Perceptions of Advertising Clutter and its Impact Across Various Media

Paul Surgi Speck and Michael T. Elliott

The public's attitude towards advertising has turned more negative in recent decades (Zanot, 1984). The reasons cited include the rise of consumerism, perceived deception, offensive stereotypes, and an increasing amount of advertising. The overall level of advertising is very high (Cooper, 1994). Americans are exposed to over 500 commercial messages a day. (Bovee and Arens, 1995). Network prime time 24% promotional material, consumer magazines contain 50% advertising, and many newspapers are 64% advertising (Television Commercial Monitoring Report, 1995;...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands