LONDON: Advertisers may need to undertake a "phased strategic withdrawal" if they are to overcome growing levels of popular scepticism about marketing communications, writes WARC Online's regular columnist, Tummler.

Consumers are exposed to somewhere between several hundred and several thousand commercial messages each day, leading to a market which is essentially at saturation point.

As such, among the few points of consensus in adland are that the number of ads consumers see are "way to high", and that the industry is "not doing anything to reduce its own overproduction."

Subscribers to WARC Online can read Tummler's recommendations on how to remedy this situation, as featured in the author's latest fortnightly column, by clicking here.

Data sourced from WARC Online